
12:30 – 1:00 PM – NOVEMBER 13
Are You Latino Coating?
“Latino Coating” is a critical term that highlights how some brands may superficially engage with Latino culture without genuine understanding or respect. This often manifests in marketing strategies that employ stereotypes or tokenism rather than authentic representation. Brands might use Latino elements—like certain visuals, music, or language—just to appear diverse, neglecting the rich complexity and diversity within Latino communities. This can perpetuate stereotypes and fail to resonate meaningfully with actual Latino audiences. Authentic engagement with Latino culture involves more than just surface-level elements; it requires listening to and collaborating with Latino voices and communities, ensuring representation. It’s about creating real connections, not just checking boxes for diversity.