How Audio Empowers Latinos to Rewire the Culture

What it means to be Latino is continuously evolving as younger generations develop their own interpretations of the culture, embracing tropes that feel right to them and rejecting those that don't. Today’s Latinidad, which refers to the shared cultural identity of those of Latin American descent, is being rewired. Members of la comunidad are working hard to make Latino culture one that everyone can be proud of, where everyone feels connected and included. 

One of the best ways to uplift the culture is with audio, as Latinos are 92% more likely to say that audio makes them feel more connected to their culture and community. From podcasts destigmatizing anxiety, to creators who empower others to embrace their queerness, to music that encourages freedom of expression, there’s no shortage of Latin music and podcasts that are building a more inclusive future for the community. For advertisers looking to celebrate the diversity within the Latino community, not just during Hispanic Heritage Month but every month, audio is the way forward. And luckily, we have everything spelled out in our Multicultural Advertising Playbook—so you can reach diverse audiences without missing the mark.

Podcasts Dismantle Harmful Stigmas to Offer a New Way Forward

Our podcast network is home to a powerful library of Spanish-language shows. We have exclusive partnerships with reVolver and Pitaya, two leading Latino-led podcast networks. Throughout our diverse content catalog, Latino podcast hosts are doing their part to fight harmful misconceptions in the culture, including homophobia, mental health stigmas, and machismo (male oppression of women). These podcasts foster a greater purpose, as one in five Latinos say that podcasts help them navigate real-world problems.  

De Todo Un Mucho, one of Pitaya’s weekly talk shows, tackled the topic of anxiety in their episode titled “HAZ ESTO para SANAR tu ANSIEDAD ft. Elsa Gómez.” Hosts Yordi Rosado and Martha Higerada invited Gómez, the TikTok-famous psychologist, to destigmatize anxiety in the Latino community, helping listeners identify signs they may be suffering from an anxiety disorder and offering solutions to manage the symptoms. Rosado and Higerada shared their own experiences with anxious tendencies, normalizing these feelings to their hundreds of thousands of listeners or “Muchologos.”

Creating Room for Healing and Understanding 

Equally crucial to rewiring Latinidad is breaking generational traumas and stigmas. The podcast El Rincón de los Errores, hosted by Marimar Vega and Efrén Martínez, centers around learning from mistakes. In their episode, “¿Cómo impactamos a nuestros hijos?”, Vega and Martínez remind parents of their responsibility to be aware of the traits they pass down to their children and the importance of breaking the chain of generational traumas. Through their examples of parenting techniques, the root causes behind them, and suggested behavioral changes, listeners can better understand how they were raised and avoid making their parents’ mistakes. 

While podcasts are widely known to entertain or offer a distraction, brands shouldn’t forget the ones that don’t shy away from more sensitive subjects. Apart from wanting to laugh or learn from content, listeners also have the need for feeling understood and empowered. Consider all content to ensure you’re reaching the full spectrum of the Latino audience—and all of their interests. 

Latino Creators are Challenging Queerphobia by Making Space for LGBTQ+ Stories 

More than a quarter of Latino podcast listeners are part of the LGBTQ+ community, and seeing their queerness represented positively in the content they consume is vital to challenging queerphobic sentiments in Latino culture. Artists like Young Miko, who proudly raps about her sapphic relationships and challenges the male-dominated narratives in the urbano genre, are paving a way for queer Latinos to feel more welcomed in the community.

Beyond seeing themselves represented by queer artists, it’s also important for Latino allies to make space for sharing queer stories. In the podcast Solo con Adela with Adela Micha, hosted by the most recognized journalist in Mexico, guests lean into the safe space that Micha creates. In her interview with the popular YouTubers Los Rulés, the two creators shared their personal journeys of embracing their sexualities, shining a light into the difficulty of coming out as a queer person in Latino culture. Just one month after Los Rulés’ relationship and identities as gay men were exposed without their consent, Adela tells them that if they accept themselves, then the rest of the world will have to learn to, too. Today’s listeners are tuned in to social and political issues and appreciate art that holds a deeper meaning. For brands to stay ahead, show how your message contributes to a larger purpose. 

Latina Musicians Are Embracing the Imperfect, Inspiring Their Fans

More than half of our Latino listeners feel that music is important for their health and wellbeing, a sentiment that resonated with Colombian superstar Karol G as she wrote her fourth and latest album, “Mañana Será Bonito.” "Every day I'd say to myself, 'It's okay, mañana será bonito—tomorrow will be beautiful,'” she told Rolling Stone last year. She used her songwriting process as a creative outlet to repair her mental health, and through her music and interviews, she’s inspired her fans to embrace the imperfect and prioritize their mental wellness. Music is overwhelmingly a form of catharsis, for artists and listeners alike, as 78% Latinos say that music improves their mood. By recognizing these listeners’ audio habits, your brand is that much closer to better understanding Latinidad. For a further glimpse into the artists diverse listeners are adding to their queue, find our Multicultural Advertising Playlist here.

How Brands Can Support the Rewiring of Latinidad 

As Latinos build a more inclusive community for everyone in la cultura, audio is the perfect medium to uplift these efforts. Through empowering song lyrics and challenging conversations on podcasts, audio dismantles harmful stigmas, promotes growth and understanding, and offers listeners support. 

As the culture evolves, Latinos look for brands to invest in their community as much as they do. More than half of Latinos want brands to support social issues that benefit diverse communities. Brands can answer this call by partnering with creators in the community who are doing the work. By sponsoring artist stations on Pandora and leaning into podcast host-reads, brands can position themselves as champions of Latino culture. The brands that show their authentic support year-round are the ones that build authentic relationships with Latino listeners. 

Ready to tap in? Reach out to our Fluency team, let’s talk.