Hispanic Heritage Month: Embracing the Power of Language and Culture

A Diverse Community with Many Identities

Hispanic Heritage Month is more than just a celebration—it's an opportunity to honor the richness and diversity within Hispanic and Latin American communities. These communities aren't easily captured by a single term or shared experience. In fact, the term Hispanic, introduced by the U.S. government in the 1970s, was intended to group together people of Mexican, Puerto Rican, Cuban, Central American, South American, and other Spanish-speaking origins. While it increased visibility, it also left out the nuanced personal and cultural identities of the people it describes.

For some, the term?Hispanic?reflects a connection to Spain, a concept that might not resonate with everyone. Others identify more closely with?Latino, which emphasizes ties to Latin America. Meanwhile,?Latinx?is embraced by some as a more inclusive and gender-neutral term. These choices of identity are deeply personal, shaped by cultural, historical, and political influences. They serve as a reminder that Hispanic and Latin American communities are far from monolithic.

The Importance of Spanish in U.S. Culture

Spanish is now the second most spoken language in the U.S., with over 41 million speakers. This is a quickly growing demographic, but cultural communication isn’t just about translation—it's about adaptation. Many brands make the mistake of directly translating content, missing an opportunity to resonate with specific Hispanic communities by neglecting their unique values and traditions.

For instance, in regions like California and Texas, where Mexican dialects are most common, we tailor language to reflect local connections. Meanwhile, in New York, New Jersey, and Florida, where Dominican, Puerto Rican, and Cuban populations are more prevalent, Caribbean Spanish takes precedence. By using the right dialect and cultural references, we ensure that our clients engage meaningfully with their audiences.

Cultural Adaptation: Bridging the Gap

Cultural adaptation goes beyond translating words; it means understanding and tailoring content to fit the experiences of each community. Research shows that 65% of non-native English speakers prefer content in their native language—even when proficient in English. This means that businesses must go further than just speaking Spanish; they need to speak in a way that truly connects with their audience's culture.

In healthcare, for example, language and culture play a critical role. LEP Latino patients have been shown to adhere less to medical treatments compared to their English-speaking peers. But when communication is culturally adapted, it not only fills the language gap but also fosters trust and engagement, improving health outcomes.

Opportunities for Businesses

Hispanic Americans are a driving force in industries like healthcare, technology, and entertainment. Their purchasing power continues to grow, and businesses that invest in culturally adapted strategies are more likely to build lasting connections.

For instance, CQ fluency partnered with one of the world’s largest healthcare companies to address language barriers and promote health screenings for Hispanic and African American men over 50. By understanding the collectivist values central to Hispanic culture, we developed a campaign that encouraged colon cancer screenings. The result? A 32% higher kit return rate compared to the U.S. National Colon Cancer Screening Program—a powerful testament to the impact of culturally adapted communication. This approach goes beyond translation and helps create real connections that drive meaningful change.

A Commitment to Authentic Connections

CQ fluency is committed to ensuring that every message delivered is as unique as the audience it’s meant to reach. Our multicultural marketing and cultural adaptation capabilities help businesses foster authentic connections by blending language with culture, values, and community insights.

As we honor Hispanic Heritage Month, let’s celebrate the rich diversity of the Hispanic and Latin American communities, amplify their voices, and continue embracing the power of culturally adapted communication.