I don’t know about you, but Hispanic Heritage Month has just started, and I’ve already overdosed on the plethora of social media posts and shallow brand celebrations. This feeling isn’t exclusive to Hispanics – I’m sure my African American and Asian American friends share the same feeling when Black History Month or Asian American and Pacific Islander Heritage Month come around, as well as my friends in the LGBTQ+ community when all the Pride brand activations and campaigns pop up out of nowhere.

During these months, brands often launch new campaigns that demonstrate their support for these groups, but I would advise our marketing and brand friends that if they really care about these segments – which by the way, are the ones providing the much-needed growth everyone is after – they should show their commitment year-round, and not just on “our birthday.”

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