Message from our CEO, Veronica Cool

Beyond Hispanic Heritage Month: Sharing our Year-Round Resources 

We are well into Hispanic Heritage Month 2022, and what a wonderful time of celebration it has been for our community so far. From celebrating alongside our partners at the vibrant Festival Salvadoreñisimo to sharing resources at the Maryland Hispanic Business Conference, to honoring the achievements of inspiring Latinos at Maryland Latino Legislative Caucus' Hispanic History Award Ceremony and Latino Provider's Network Annual Hispanic Heritage Celebration and Community Awards, we have certainly been making the most of HHM 2022. There is still time to honor Hispanic heritage this season, but it is also important to look ahead to what’s next.


While Hispanic Heritage Month is an exciting festive time to honor Latino history and culture, as well as the contributions and accomplishments made by Hispanic Americans to date, it is vital to engage your Latino employees and connect with the Latino market all year long. This commemorative month is an ideal time to educate people through discussions about Hispanic heritage, but this alone is not enough. After all, as of the 2020 Census, Hispanics represent nearly 1 in 5 Americans—that 18.7% of the U.S. population doesn’t just disappear the other 11 months of the year!

WHAT'S NEXT?


This thriving Hispanic American demographic is rapidly growing, and yet frequently goes ignored. This is why we’ve created something truly unique: The Hispanic Engagement Toolkit. A resource to learn about the Hispanic population in the U.S. and discover how to adapt your recruitment strategy to hire and retain Hispanic employees and build a brand that resonates with the Hispanic market.   


The baseline is: engage Hispanics, grow your organization. But do you know how? The Hispanic population in the U.S. is extremely diverse and complex. A successful Hispanic engagement strategy goes far beyond just translations. That’s where we come in. We have 20+ years of experience engaging with Hispanics, and deep roots in the Latino community. The Hispanic Engagement Toolkit summarizes our decades of insights into actionable guidance for you to kickstart your Hispanic engagement strategy.


Saludos, 

Veronica Cool
Now’s the Time—Access Our Hispanic Engagement Toolkit!

The Untapped Potential of

the Hispanic Consumer

The Hispanic demographic in the U.S. is growing, and so is their economic potential. Today, Hispanic consumers wield $1.7 trillion in annual buying power, a number that is projected to reach an astonishing $2.6 trillion within the next three years, at a growth rate double that of non-Hispanics. If U.S. Latinos were a stand-alone country, they would account for the 8th largest GDP in the world – larger than the GDPs of Italy, Brazil, or South Korea.


And yet, this unique and promising market opportunity remains largely untapped. Only 6% of advertising spending is geared towards Hispanics, and research demonstrates there is an unsatisfied demand of approximately $159 billion among Latinos because many would be willing to spend more on offerings better suited to their needs. Developing an understanding of the Latino community’s diverse identities, values, and unique consumer habits is an essential first step to resonating with and leveraging this market.
Read More 

Join Veronica Cool at the Maryland Nonprofits 30th Anniversary Conference!

The two-day hybrid event offers a full track on revitalizing workplace cultures into caring spaces, featuring topics that promote creativity, reflection, dialogue, and restoration.


October 18: Our CEO Veronica Cool will present in conjunction with Maryland Latino Unidos executive director, Dr. Gabriela Lemus, during the Roundtable on Latino Organizational Capacity-Building. They will discuss the challenges facing Latino organizations and the potential solutions available to nonprofits in Maryland.   

 

October 19: Veronica will join Susana Hernandez Martin for a workshop on how to engage with the Latino community through successful outreach and communication strategies.
Register Now

Keep Celebrating Hispanic Heritage Month!

Celebrate all month long with a wide array of stations and podcasts on Audacy.

Listen here.

Enjoy “Perspectivas Latinas” at Maryland Hall, an exhibition exploring the complexity within the social, cultural, political construct and artistic identities of Latin American art featuring work by 19 local Latino artists creating in different genres.

Check out Salud America's list of 18 inspiring ways to make a difference during HHM.

Take action.

Take Your Hispanic Engagement Strategy to the Next Level

Are you ready to level-up your organization’s Hispanic engagement strategy beyond what our Hispanic Engagement Toolkit provides? You're in the right place. At Cool, we also offer in-person and virtual presentations and trainings. We deep-dive into your organizational needs and develop a program that serves your unique goals. No need to navigate your Hispanic engagement strategy all alone—we are here to help.
Find Out More and Book Cool Here!

Important Dates & Events

Resources

Maryland Department of Housing and Community Development: Maryland Homeowner Assistance Fund


Due to the COVID-19 pandemic, many homeowners experienced and continue to experience financial difficulties paying their mortgages or other home-related expenses. To provide financial relief to those affected by the loss of income or increased cost of living, the American Rescue Plan Act established the Homeowner Assistance Fund, or HAF. The Maryland Department of Housing and Community Development will distribute the funds among homeowners in need of assistance. In addition, the Department provides tools to homeowners to mitigate losses, financing to help with mortgages and other housing costs, counseling and legal services.
Apply for Assistance

Aspen Institute Latinos

and Society Program


The AILAS Program seeks to empower Latino communities and promote long-term economic growth and resiliency. They have four core initiatives: Scholarships for Latinos to participate in Aspen Institute leadership programs, Aspen Latino Business and Entrepreneurship Initiative, Research on the Latino Inclusion in the Digital Economy, and the Aspen Economic State of Latinos in America. They harness the Institute’s convening power to change the narrative about American Latinos, sharing Latino economic contributions and how these strengthen our nation’s global competitiveness and promote prosperity for all Americans. 

SUMA Wealth 


SUMA Wealth is the leading financial technology company devoted to increasing prosperity, opportunity, and financial inclusion for young, U.S. Latinos. Through a holistic approach of digital media, fin-tech, and virtual experiences, SUMA spices up dry and complex topics such as investment, debt management, and creating and sustaining wealth. By creating culturally relevant content and providing financial tools, they are demystifying and reimagining financial inclusion to help the Latino community both overcome current financial challenges and create a more prosperous future.

Centro Sol


Centro Sol promotes equity in health and opportunity for Latinos by advancing clinical innovations, diversity in research, education access and exposure, and advocacy in active partnership with the Johns Hopkins Institutions and our Latino neighbors. 

The United States Hispanic Chamber of Commerce


USHCC actively promotes the economic growth, development, and interests of more than 4.7 million Hispanic-owned businesses that, combined, contribute over $800 billion to the American economy every year. It advocates on behalf of its network of more than 250 local chambers and business associations nationwide, and also partners with more than 260 major American corporations. 

Yo Quiero Trabajo FB Group


YQT is a resource for Spanish-speaking individuals focused on workforce opportunities and development. Become a member today! 
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