In today’s marketplace, the role of multicultural consumers isn’t just important—it’s essential. During this week’s DEI After 5 episode, I sat down with Hernan Tagliani, an expert in multicultural marketing, to unpack why brands must stop treating cultural celebrations like Hispanic Heritage Month as optional or seasonal gestures.

We started by calling out something many of us notice: some companies go all out for certain commemorative months but remain silent during others. That silence is not neutral. It sends a message about who and what a brand values. Hernan pointed to companies like E.L.F. Beauty that have made multicultural marketing a core part of their DNA—and the results show in their growth. Contrast that with brands that shy away or do nothing, and you see the difference between thriving and being left behind.

The data is clear. Forty-four percent of consumers today identify as multicultural, and that number will reach 48% by 2027. Among Millennials and Gen Z—the generations already shaping culture and purchasing power—over half identify as multicultural. That’s not a niche market; that’s the market. Ignoring it isn’t just a missed opportunity, it’s a risk to your brand’s relevance.

Hernan also highlighted the growth within the Hispanic community in particular. Sixty-seven percent of Hispanics in the U.S. are U.S.-born, and more than half live in middle and upper-class households. Eleven percent are considered affluent. This is a demographic with spending power, influence, and an expectation that brands will see them, respect them, and engage authentically.

And here’s the key word: authenticity. Consumers today are savvy. They know when a brand is simply checking a box versus making a real commitment. The Target backlash we discussed is a good reminder: you can’t claim to support diverse communities in your marketing and then pull back when there’s pushback. That erodes trust quickly.

So what does authenticity look like? It’s about weaving diversity into your strategy year-round, not just during heritage months. It’s about investing in diverse businesses, elevating diverse voices, and building marketing campaigns that reflect the lived realities of your consumers. It’s about being bold—loud and proud, as Hernan says—because your consumers are watching, and they want to know if you’re willing to stand by your values.

The bottom line is this: engaging multicultural consumers isn’t just a marketing tactic; it’s a business imperative. The brands that embrace inclusivity and cultural relevance authentically will not only deepen loyalty but also drive long-term growth. The ones that don’t will find themselves struggling to keep up in a marketplace that’s moving on without them.

As Hernan reminds us, the time for action is now. Cultural celebrations are not checkboxes on a calendar—they are opportunities to connect, to engage, and to grow. Brands that take them seriously, with authenticity and courage, will thrive in the diverse future that’s already here.