September 15–October 15 is Hispanic Heritage Month, the perfect time to increase your company’s awareness of the very diverse group of people called Hispanics or Latinos, their contributions to United States economy, government and society, the importance of understanding immigration issues, and the culturally competent way to recruit, retain and engage with Hispanic employees.
On September 1968, Congress authorized President Lyndon B. Johnson to proclaim National Hispanic Heritage Week, observed during the week that included September 15 and 16. In 1989, Congress expanded the observance to a month-long celebration (September 15-October 15) of the culture and traditions of those who trace their roots to Spain, Mexico and the other Spanish-speaking countries of Central America, South America and the Caribbean. (Hispanic Heritage Month Website)
September 15 is the starting point for the celebration because it is the anniversary of independence of five Central American countries: Costa Rica, El Salvador, Guatemala, Honduras and Nicaragua. In addition, Mexico celebrates its Independence Day on September 16 and Chile on September 18.
During this month, Hispanic heritage is celebrated through festivities that highlight the music and food that exalt the countries’ history and rich culture. Even though not many Hispanics celebrate this month however consider it extremely important or very important that companies and organizations recognize and celebrate Hispanic Heritage Month and the contributions Hispanics have made to the United States.
Recognizing and celebrating Hispanic contributions is important, but understanding the distinctive path of demographics, culture and consumption can fuel business growth. To market effectively to Hispanics, think beyond Hispanic Heritage Month, understand this group’s cultural components (family values, etiquette, rituals and religion, holidays, eating habits, etc.) and pay special attention to language. Only because they speak Spanish, keep in mind the Spanish language is very diverse. It's important to know the differences. Being sensitive to language also involves methods and approaches that create emotional and binding connection with Hispanics.