Celebrating Latino Heritage with Joy and Resolve
The smell of simmering pozole takes me back to my childhood and my mom’s amazing cooking—broth brewing, chiles warming the air, family gathering close. Around the pot, conversation flowed and connection followed. That scent and that scene are the essence of my Mexican roots: tradition, family, joy.
Each year during Hispanic Heritage Month (Sept. 15–Oct. 15), I return to that blend of celebration and belonging—and yes, to a lot of Mexican food including a bowl of pozole if possible. This month is meant to honor the history, culture and contributions of Latinos in the United States. It is a time of joy, pride and recognition. Yet today, many in our community carry that joy alongside fear. Fear that comes from a political climate focused on immigrants and deportations, scrutiny of diversity, equity, and inclusion and narratives that leave many wondering about their place.
Still—we celebrate. To celebrate our heritage in this environment is to hold fast to who we are. It’s also a reminder that our culture is not just surviving, but thriving, and that Latinos are a vital part of America’s story and its future.
Why Hispanic Heritage Month Matters Now
Hispanic Heritage Month isn’t just a date on the calendar. It’s a national recognition of the contributions of a diverse community that makes up more than 63 million people in the U.S. We are immigrants and U.S.-born, first-generation and multigenerational, Spanish-dominant and English-preferring, bicultural and proudly rooted.
Latinos are also a driving force in the U.S. economy. If we were a country, the Latino GDP would be the fifth-largest economy in the world—over $3.2 trillion. Our median age is just 30, meaning the future workforce, consumer base and leadership pipeline are deeply Latino. And beyond the numbers, Latino culture influences music, food, sports and business in ways that enrich the fabric of this nation every day.
That is why celebrating matters. It’s more than heritage—it’s about visibility, pride and recognition at a time when those things are being challenged.
How Businesses Can Lean In
This moment calls for steady, practical leadership. Hispanic Heritage Month isn’t a marketing checkbox; it’s a chance to show inclusion in visible, meaningful ways—and the same practices that serve Latino communities strengthen trust across all cultures. Start by expanding access and inclusion: offer language support where relevant and simpler, more accessible pathways to your products and services. From the very first point of contact, design experiences that say “you belong here,” whether for new Americans, first-time customers or anyone navigating unfamiliar systems. And invest in what matters—partner with community organizations, support education and financial inclusion, and build long-term relationships with diverse suppliers and creators—so your brand deepens local roots and broadens credibility across communities.
As a Mexican American, I know what it feels like to carry both pride and concern. To want to celebrate our culture with joy while also recognizing the weight of the moment. But in times like these, choosing joy is a way to stay grounded and connected. This Hispanic Heritage Month, let’s celebrate with joy and intention. Honor tradition, embrace belonging and commit to a future where Latinos—and all our communities—feel included and empowered.
