As 2025 came to a close, I had shared with a handful of U.S. Hispanic marketing and advertising industry professionals that after three decades as a journalist turned analyst who for 15 years produced the “Hispanic Market Overview” reports distributed by HispanicAd, I had retired from this segment of what I do for a living to focus on my RBR.com work and future as a novelist. Four weeks later, after meaningful discussions with key industry leaders, I postponed that retirement. It was clear that the U.S. Hispanic consumer story was too important to not be told — by a white guy from Upstate New York who embraced Latin culture, the Spanish language and ran with it from age 16 onward.
Given the vitriol that has permeated America; the end of “invidious” forms of Diversity, Equity and Inclusion programs; and fears of ICE that we’ve seen with our own eyes in Northern Virginia, I cannot “retire” from U.S. Hispanic marketing. And, if you’re a CMO or brand manager reading this, you need to act. Washington politics has put a dark shroud over a lot of green. Whether America likes it or not, the U.S. Hispanic consumer marketplace is a $4.1 TRILLION hub for brands to truly build consumer awareness, create a community of passionate brand fans built on trust, and establish longterm ROI CMOs who have chosen to commit to the U.S. Latino consumer have reaped benefits from.
With that, Gene Bryan and I are pleased to share HISPANIC MARKET OVERVIEW 2026 is now available via digital download and at no cost, thanks to our presenting partners López Negrete Communications, d expósito & Partners, LatiNation and INFUSION by Castells.
With exclusive distribution through 16-year partner HispanicAd, the editorial content also includes discussions with Jeffery Liberman about the future of Nueva Network and a review of the marketplace from the Hispanic Marketing Council.
The big takeaway is simple: We need a reset. That’s the theme of the HISPANIC MARKET OVERVIEW 2026 report.
We need to restate the importance of the Hispanic consumer. We need to further spread the recognition of the Hispanic consumer. We need to recognize that it is language + culture that makes a truly resonating multicultural marketing campaign work — especially with U.S. Latinos.
The image above speaks of the need for a reset through music. With “Shadow Dancing” and “I’m Still Standing” themes shared by our key industry leaders, we invite the world to the Grand Reopening of the U.S. Hispanic Market.
Select a fresh tune on the jukebox, strike a piñata, and come in to our disco early to reap the full benefits that await.
