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The Pitfall of Performative Marketing: Why Many Brands Miss the Mark During Hispanic Heritage Month

The Pitfall of Performative Marketing: Why Many Brands Miss the Mark During Hispanic Heritage Month

by Santiago Solutions Group | Oct 20, 2025 | Blog, POV Insights

Every September, brands launch Hispanic Heritage Month campaigns filled with vibrant visuals and bilingual copy. Yet many of these campaigns fall flat with the very audience they aim to celebrate. The reason: performative marketing, surface-level nods to culture...
Hispanic Gen Z Consumers want more Bilingual Content as they Reclaim Latino Heritage

Hispanic Gen Z Consumers want more Bilingual Content as they Reclaim Latino Heritage

by Santiago Solutions Group | Sep 22, 2023 | Blog, News

While past Hispanic generations often focused on assimilation with the general population, as the Gen Z Hispanic adult population grows, a dominant trend is emerging.  Hispanic GenZ are becoming more comfortable reclaiming their heritage and engaging with Spanish and...

About us

For 20 years, Santiago Solutions Group (SSG) has guided growth pathways for scalable returns by uncovering cultural and marketplace insights.
These insights forge the fact-based foundation for effective business and brand growth strategies aligned with cultural insights across Hispanic & Asian acculturation levels, Black, LGBTQ, Non-Hispanic White, Gen Z, Millennials, and other segments.

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Insights and News

  • The 2026 World Baseball Classic: How National Pride Unlocks Revenue March 19, 2026
  • Bad Bunny, Super Bowl LX, and the Business of Culture February 3, 2026
  • Pet Holiday Spending, New Year’s Reset, & Why Pet Brands Need Deeper Consumer Insight January 15, 2026
  • Clarity in Chaos: SSG’s Inclusive Growth Strategy for 2026 December 8, 2025
  • Clarity in Chaos: How Culturally Inclusive Marketing Restores Growth Certainty November 13, 2025
  • The Pitfall of Performative Marketing: Why Many Brands Miss the Mark During Hispanic Heritage Month October 20, 2025

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16101 Ventura Blvd, Suite 315,
Encino, CA 91436
(747) 247-2058
[email protected]

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