Hispanic Heritage Month Sparks Calls for Corporate Inclusion, Latino Engagement

Hispanic Heritage Month in 2025 highlights the evolving identity and influence of the Latino community in the U.S., marked by a blend of cultural pride and skepticism toward institutions, as nearly half of U.S. Latinos feel the American Dream is increasingly unattainable and trust in brands and media is low. Despite these challenges, Latinos represent a significant economic force, with a $4.1 trillion annual output and a young median age, positioning them as a growing demographic and market power. In Los Angeles, the month is celebrated by supporting Hispanic-owned restaurants such as King Taco, Escuela Taqueria, Porto’s, and Lala’s, showcasing the community’s rich culinary contributions. Meanwhile, South Africa honors its heritage with rooibos tea, a uniquely indigenous product celebrated for its health benefits and cultural significance, as exemplified by Laager Rooibos' 80-year legacy. These diverse celebrations underscore the importance of cultural recognition and economic empowerment across communities during Heritage Month.