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“When it comes to using imagery to reflect diversity and inclusion, the key is authenticity. For example, in the US Hispanic market, consumers are highly perceptive and can easily spot inauthentic portrayals. They can distinguish between genuine representation and superficial attempts, such as using actors who don’t truly reflect the community or whose language skills seem disingenuous.
It’s crucial for businesses to be honest about their Hispanic resources. If a business doesn’t have fluent Spanish speakers on staff, it’s better not to feature a non-fluent CEO or staff member speaking Spanish on camera. Instead, identify who in your team is genuinely fluent and feature them. Authenticity is critical; it’s not just about appearances but about genuine representation and connection. This authenticity is often felt by the audience and can be reflected in the data.
So, if a CEO asks if they need to brush up on their Spanish, the answer should be straightforward: if they’re not fluent, they shouldn’t be on camera speaking Spanish. Focus on showcasing the actual bilingual team members you have. Authentic representation will resonate more effectively and build trust with your audience.”
Hugo E. Gomez, Founder (Abogados Now)