How Businesses are Bringing Spanish Back in Fashion?

One thing you should know about me, I am what you might call an Anglo-Latino, Nosabo kid, Spanglish speaker, or pseudo-English.  

Growing up in Miami, US, as a second-generation Mexican American, I never gave much thought to how I spoke. Proud of the warmth in my skin and my Spanglish accent, I moved to Texas A&M International University for my Bachelor's – a university with a whopping 91.3% Hispanic student population. 

Two generations back when my grandparents moved to the US, they were fluent in Spanish. Bilinguals with broken English and fluent Spanish were shamed for their Spanish inherence. 

As a result, my father grew up in a world where speaking Spanish was often seen as a disadvantage. My father was not the only one, 24% of all Latino adults in the US cannot speak fluent Spanish. Moreover, just 55% of the Latinos born in the US speak Spanish at home in 2021, compared to 63% in 1980. 

Therefore, it is safe to say, “I didn’t choose the NoSabo life, NoSabo life chose me.” 

But the tide seems to be turning as more and more Hispanic businesses are pushing back against language shaming and helping the new generation reconnect to their heritage.  

Here is how these businesses are bringing Spanish back in style. 

How Businesses Are Bringing Spanish Back In Fashion?

Inclusive Customer Support

Traditional businesses were hyper-focused on the white population. Eventually, when these businesses launched customer support, the agents were trained in English. However, as the Spanish population in the US grew, these businesses noticed a communication gap.

To fill this gap, more businesses are now choosing inclusive customer service. Cox Internet is a leading example of inclusive customer service. During my stay in Texas for education, I used Cox Internet and cable TV services. To my surprise, the brand has a dedicated Cox en español for Spanish customers. Customers can seek guidance in their native language but also file complaints and communicate their issues in Spanish. 

Spanish Promotion Businesses

Promoting the Spanish language and Hispanic culture has now become a business. From travel companies to Spanish language education companies, we are noticing the rise of Spanish promotion business. Companies like Duolingo, Ya sabo and Spanish Sin Pena are some prominent examples of Spanish promotional businesses.

These businesses aim to remove the stigma attached to Spanish, helping modern-day Hispanic kids to stick to their roots. Through these businesses, more kids are learning Spanish, knowing about their culture, and heritage, and discovering rich literature. 

Hispanic Cultural Trends 

For the longest, Hispanics were seen as a marginalized population struggling with finances. Businesses would undervalue Hispanic customers, marketers would never use Hispanics as their dominant target audience, and brands would avoid hiring Hispanic models as the face of their brand. 

In the past few years, the world has changed drastically and with that businesses are becoming more aware of the changing demographics. Now, Hispanics have $1.5 trillion in buying power with $73 billion spent on travel. This buying power is convincing businesses to reconsider Hispanics as a marginalized population. 

From beauty brands, focusing on coarse and curly hair, to skincare brands, launching more shades for the foundation, we are noticing signs of inclusivity. Even global brands like Dove and Maybelline have separate lines for their Hispanic, brown, and black customers. 

This trend is not just limited to the modern fashion scene; instead, it is dominating everywhere. Today, we see iconic Latino characteristics everywhere. Frida Kahlo, Pablo Picasso, Eva Perón, Carlos Santana, and Sonia Sotomayor are some of the most iconic people representing Hispanic heritage today.

Inclusive Hiring 

Diversity quotas have long been a point of discussion, be it business, educational institutes, or even jobs. Businesses are now pushing for diverse workforces. While it helps the minority population find its place in society, diversity hiring is a great way to create an inclusive environment without prejudice. 

As a student when I started working in the industry, I realized Hispanics were more hardworking because they had something to prove. Moreover, teammates with Hispanic members were less likely to believe in stereotypes and more vocal about Hispanic culture and overall employee rights.

For businesses, diversity hiring offers a great marketing opportunity as well. Businesses actively hire employees who have an understanding of multiple cultures, can speak more languages, and bring diverse experiences to the table. 

Diversity Castings 

Taking one look at the fashion scene and marketing, I will tell you that more businesses are pushing for diversity. Now, fashion brands actively hire plus-size models for runways and prefer diverse models for product photoshoots. 

Businesses with a legacy of being pro-white are now trying to rewrite history by hiring models from different backgrounds. Moreover, global entertainment channels and streaming sites are hiring actors to tell stories. This is helping people find representation in mainstream media, boosting their self-image, and helping them embrace their heritage. 

In a nutshell, Spanish inclusivity is no longer optional; it is necessary for businesses, which aim to grow and prosper in today's diverse market.