Newly Renamed Hispanic Marketing Council Releases Annual Guide

The organization once known as AHAA and rebranded from the Culture Marketing Council to the Hispanic Marketing Council earlier this year has released its annual Hispanic Market Guide.

In short, HMC says the report reaffirms the business imperative of Hispanic market and is the “only guide providing data-driven” information on Hispanic consumers.

“Hispanics are the driving force behind shifts in the American demographic landscape and in popular culture.”

That’s a key point made by the Hispanic Marketing Council as it releases one of its most dynamic market reports in the last several years.

“As consumers demand equality and proper representation coupled with culturally literate, responsible practices from marketers, brands must lead with culture-driven insights and centralize Hispanic marketing as a core practice for achieving sustainable market relevance and growth,” HMC says. “To arm them with the cultural insights needed, the Hispanic Marketing Council (HMC) has released its 2021 Hispanic Market Guide, the most comprehensive resource on the U.S. Hispanic market.”

HMC Chair and GroupM Multicultural President Gonzalo Del Fa notes, “We are seeing a troubling trend of brands only investing in diversity, equity and inclusion initiatives. While DEI is important, that is only one piece of the puzzle. With a multicultural majority now a reality for those 18 and under—and soon to be for adults under 35, Hispanics are the general market, and brands must shift their thinking and invest in Hispanic marketing commensurate with the enormous opportunity.”

The HMC 2021 Hispanic Market Guide includes esearch and insights from Kantar and Nielsen, and also features a section devoted to creative, in partnership with Circulo Creativo.

The Hispanic Market Guide is not to be confused with Hispanic Market Overview, the annual report from the Adam R Jacobson Consultancy distributed exclusively by The 2021 edition is scheduled for a June 28 release, with participation from the nation’s key Hispanic advertising agencies.


The HMC 2021 Hispanic Market Guide is available to view online or download free of charge. For more information, visit 

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