Are the Trump, Harris campaigns effectively marketing to Latinos? Expert weighs in

Kamala Harris and Donald Trump at campaign events in Arizona in August 2024. You might have heard of greenwashing around environmental issues, or pinkwashing around Breast Cancer Awareness Month. But, there is also “Latino coating.”

“Once a year, you know, companies do their Hispanic Heritage Month effort, whatever that looks like, you know, maybe they change their logo and add a little green and red, you know, accents to it. Or they do their little employee resource group driven initiative and then they don’t do anything the rest of the year. That is the classic Latino coating effort,” said Jose Villa, chair of the Hispanic Marketing Council.

He has been in Latino-focused marketing for nearly three decades. His organization spearheaded a campaign to get companies to stop Latino coating and think more critically about how to market to this growing demographic.

Villa joined The Show to talk about Latino coating, the opportunity lost in it and how he thinks the presidential campaigns are doing in their Latino marketing. Jose Villa Full conversation

JOSE VILLA: It’s translations, awkward adaptations of campaigns. It’s, it’s, it’s, you know, it’s casting the, the Latina, you know, the Hispanic woman in the mixed race family on your […]

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