Catherine Colombo, Contributing Writer
Hispanic Heritage Month is supposed to be a celebration of culture, history and identity. However, when September rolls around, that celebration becomes increasingly difficult to separate from commercialization. Brands release limited-edition products and create themed advertisements.
Companies often turn cultural identity into something that can be packaged, marketed and sold. There is a fine line between celebrating a culture and using it as a marketing tool.
Culture should not become something people consume for a month.
Every September, the shift is noticeable. Social media feeds, advertisements and grocery shelves begin reflecting Hispanic Heritage Month. Suddenly, products are decorated with Spanish phrases, brands highlight Hispanic-inspired collections and companies launch campaigns centered around Hispanic consumers.
Although these efforts can seem positive, the question becomes whether these campaigns are actually celebrating Hispanic culture or simply finding another way to sell to Hispanic consumers. If these companies truly want to celebrate Hispanic culture, that celebration should extend beyond the checkout counter.
Big brands and corporations could dedicate a portion of those sales to Hispanic-owned businesses, organizations and nonprofits. This would turn Hispanic Heritage Month from a marketing opportunity into an opportunity to invest in the communities being celebrated.
But commercialization does not only affect how culture is sold — it can also affect how culture is represented. Hispanic Heritage Month is meant to recognize the many cultures, histories and contributions within Hispanic communities.
Marketing often simplifies culture into recognizable things like food, music and colors. While these are meaningful parts of Hispanic culture, representation should go beyond aesthetics and include the people, histories and communities behind them.
Although this month brings more attention to Hispanic culture, it is important not to stop talking about it after the month is over.
That being said, companies should still participate but they need to make their participation more meaningful. Partnering with Hispanic-owned businesses, donating to Hispanic organizations and educating consumers on history and traditions are ways to contribute and make that celebration more personal.
As someone in the Hispanic community, this is what makes commercialization so complicated. Hispanic culture is not something I experience only when companies decide to celebrate it. It is a part of my everyday life. It is in my family, the way we speak to each other, the foods we eat and the music we listen to. None of these things begin in September and none of them end when October arrives.
When I watch these things that I am used to seeing every day celebrated for a month, it becomes confusing when they are rarely as prominent during other months. Seeing posts being made and items being sold when Hispanic communities have been stereotyped and reduced feels fake and belittling.
Where does that leave us with celebrating Hispanic Heritage Month? The question is not whether companies should participate, but what that participation should look like. This month should be a time to recognize and celebrate the histories and people who make up the Hispanic community.
Companies have an opportunity to be part of that celebration but that opportunity comes with responsibility. Culture is something people live every day, not something that can be packaged and sold for a month.
The next time something is created for Hispanic Heritage Month, it is important to ask: Is this company supporting Hispanic communities or trying to make a quick buck?