In celebration of Hispanic Heritage Month, Nike is launching the Air Max 1 ‘Familia.’ Following a commitment to recognizing the Latino community with special launches, Nike speaks to a growing number of consumers looking to see their identities and cultures represented in the mainstream.

Marvel Comics is celebrating Hispanic and Latin American Heritage Month with a line of covers and bonus stories called the Comunidades Variants. As the demographic of the US becomes increasingly diverse, people are increasingly demanding their identities are reflected in mainstream media.

The Hispanic community is often lumped together as a singular target audience with many approaches remaining generic and reductive. Canvas8 spoke to creative strategy consultant Michael León-Rivera to understand how brands can accurately represent the subcultures that exist within the population.

Latinx Americans constitute one of the fastest-growing ethnic demographics in the US, yet their presence in mainstream media is severely lacking. How are digital channels helping to address this under-representation? And what do broadcasters and brands need to know about these audiences?