Here’s Why America Needs More Hispanic Storytelling

We’re living in an increasingly Hispanic world. In the US, the demographic has become the largest single driver of population growth and, as a result, Latino people now account for almost one fifth of America’s entire population. This trend is showing no signs of slowing down as Hispanics become ever-more entwined in the US’ societal fabric. In 2011, 74% of all Hispanics in America were US passport-holders. Today, it’s 81%. 

In the media and entertainment industries, representation for Hispanics has been improving alongside this soaring population growth… but only barely. The rate of change in entertainment has lagged far behind wider society, with CNN reporting a slender 1% increase over the past ten years. 

So what’s behind this stark gap, how can the situation be improved, and why is it so important that it does? To discuss these questions, LBB caught up with Frida Sellar, the Hispanic owner of In & Out Productions - a Miami-based production studio specialising in TV commercials and digital content. 

First and foremost, Frida is quick to acknowledge that she has seen improvements in recent years. “It’s clear that genuine efforts are being made to address some of the challenges”, she says. “However, authentic representation requires ongoing commitment from both the entertainment industry”. 

And, although things may be improving, there are still a number of issues on the ground which Frida regularly encounters in the production industry. “Casting choices and storytelling decisions may not always accurately reflect the diversity within the Hispanic community”, she notes. “And insufficient inclusion in decision-making processes can result in stories that do not authentically represent the experiences and perspectives of Hispanic individuals and communities”.

As the Latin-American business owner continues to explain, these issues - if left unaddressed - can provide problems in the mainstream marketplace for brands. “Recognising and acknowledging the presence, contributions, and cultural significance of Hispanic people within mainstream culture is not only right and fair, but also strategic for brands”, she says. “Here's why: it's about celebrating diversity and creating an inclusive environment where everyone's cultural heritage is valued. Brands that actively engage with and respect Hispanic culture as part of mainstream U.S. culture demonstrate their commitment to embracing the richness of American diversity”. 

In that explanation, Frida hits upon a key point in this discussion. Previously, brands and content creators might have considered the ‘Hispanic market’ as in some way separate from mainstream culture in America. But, such has been the level of population growth in recent years, Hispanic culture now is mainstream. “Absolutely, brands should consider Hispanic people as an integral part of mainstream U.S. culture in 2023 and beyond. The concept of mainstream culture has evolved to be more inclusive, reflecting the diversity of the population”, surmises Frida. 

So, given that the rise in Latin representation across US society is a deep-rooted trend, it makes sense that any solutions are going to need to be similarly long-term. On which note, Frida is armed with a set of practical suggestions. 

“Companies involved in the production process - including ours - should actively seek out and hire Hispanic actors, writers, directors, producers, and crew members for various roles and positions”, she says. “Following that, we must encourage the development of stories that authentically portray the diverse experiences within the Hispanic community. By collaborating more frequently with Hispanic creators, we can ensure accurate representation and cultural sensitivity in storytelling”. 

To be most effective, however, these steps need to be taken as part of a broader strategy which involves decision-makers at the very top of the chain: Brands themselves. 

“In 2023, there’s no reason why brands shouldn’t be creating content in Spanish, or offering multilingual options for existing content. This includes websites, social media posts, videos, and advertisements”, she says. “Then, and perhaps most importantly, brands and filmmakers should seek to develop storylines that reflect the experiences and challenges of Spanish-speaking individuals and communities, showcasing their diversity and contributions”. 

Frida is keen to stress that there are rewards waiting for those brands who get their approach to Hispanic representation right. But, crucially, it’s a process that won’t happen overnight. 

“Building connections with Spanish-speaking audiences takes time, and so brands should demonstrate a long-term commitment to engagement and outreach”, she says. “Creating content that is linguistically and culturally relevant shows a genuine understanding and appreciation of the community's needs, leading to stronger relationships and, ultimately, to brand loyalty”.

The amazing rise in the Hispanic population across the US is an opportunity for brands, and all content creators. And it’s those which seize upon Frida’s advice which will, ultimately, make a success out of that opportunity.