National Hispanic Heritage Month is a time to recognize Hispanic Americans’ many contributions to this great country. Celebrated yearly from September 15 to October 15, the month aligns with the Independence Day of several Latin American countries, including Costa Rica, El Salvador, Guatemala, Honduras, Nicaragua, Mexico, Chile, and Belize.

This special month began in 1968 during the Lyndon B. Johnson presidency, when George E. Brown and multiple cosponsors introduced legislation to establish a week-long observance, which became National Hispanic Heritage Week. Twenty years later, in 1988, Senator Paul Simon proposed lengthening the week to a month to further acknowledge the Hispanic influence in America. President Ronald Reagan made it official that same year.

Hispanic buying power in the United States is on a rapid rise. According to the Selig Center for Economic Growth, it is expected to grow to $2.8 trillion by 2026, representing 12.1 percent of the total U.S. buying power, a significant increase from 6.7 percent in 2000. This growth reflects the influence of a young, diverse, and expanding Hispanic population, which accounted for 51.5 percent of America’s population growth according to the 2020 census. With their increasing disposable income, Hispanic Americans contribute not only an estimated total economic output of over $2 trillion but also bring vibrancy to all facets of American life. For marketers, understanding this demographic’s shifting media usage habits is essential to engage effectively with this vital and dynamic segment

Lezama Consulting USA has deep connections with Latin America and is well-versed in the Hispanic marketplace here and abroad. Our team wishes everyone a Happy National Hispanic Heritage Month!