- 1. Cannes is getting more Latino. Every year we are getting more traction. We are showing up from each other, and we are making more networks.
- – Five years ago, we created the first side event for Latinos. This year, there are more than 20.
- – We are making our way to the palais with main stage sessions and, this year, a big win with the Latino Jury. We come from 0 last year to 6 this year. That is 20% of Latino Jury presidents (6 out of 29)
- 2. Latinos are prosperity, power, and progress for the US. Hispanic progress is American progress.
- – We are almost 20% going to 30% of the US population.
- – Latino GDP is 3.2 trillion dollars in the US; if it were a standalone economy, it would be the 5th largest in the world.
- – Latino economy is the 3rd fastest growing economy globally after China and India.
- – We are the youngest. 20% of GenZ are Hispanic. The most common age of Latinos is 19; the rest of the population is 61.
- – Latino purchasing power is 3.4 trillion dollars. We have money and we are spending it. 10 years ago, the most consumed product by Latinos was Mazola oil, and now is lipstick.
- 3. We are making progress; however, the industry is not.
- – We are almost 20% of the population, but we account only for 5% of representation in front of and behind the camera. (Paramount Industry in Progress Study)
- – Unity and pride have dramatically increased in the last 5 years for Latinos; we increasingly feel disregarded and relegated by big brands and media. Only 45% feel their values are represented by big brands and media (down from 54%) (Hispanic Sentiment Study)
- – Latinos feel excluded from the American narrative; only 42% of Latinos believe their values are shared by a majority of Americans. (Hispanic Sentiment Study)
- 4. While there is so much noise regarding anti-DEI, the reality is you can’t attract consumers who are not reflected in your workforce:
– 2/3 of Latinos have felt more racism against them in the past year. (Edelman Trust Barometer)
– 66% of Latinos say diversity programs are important, up from 50% last year. (+15 points jump in a year) (Edelman Trust Barometer)
5. When it comes to Latinos and AI:
- – Think of Latinos the way you think of AI: positive, unstoppable, and the quicker you get on board, the bigger you’ll grow. The only difference between AI and Latinos is that Latinos spend a lot of money.
- – The positive side is the dramatic chance that AI has to make Latinos more visible and uplift us more.
- – The negative side is the future of work and increased biases for Latinos.
- – 1/3 of Hispanic Spanish speakers believe that AI-created content does not accurately reflect Hispanic culture and values (Nielsen)
- – 46% of Hispanic consumers are concerned about how bias in AI may affect them. (Nielsen)
- – 40% of Hispanics are concerned about biases and stereotypes in AI-generated content targeted to the community. (Nielsen) With Latinos, everything is possible. We’ve never been so strong, united, proud, and ready. This is a last call for companies to invest in Latinos today. We are a loyal community; we are giving you the keys to invest in a community that will not represent any risk. Take action for Latinos today.