The fastest-growing consumer group in America is Latino. And they can tell when brands don’t really see them.

Most brands aren't ignoring Latino consumers on purpose. They just don't know what they don't know. But that gap is expensive — inaccurate cultural representation produces a -4% net brand lift, meaning it actively drives customers away.

Meanwhile, over the last five years, the share of Latinos who feel authentically represented by brands has fallen from 54% to 45% — and it keeps dropping.

The brands that close this gap now won't just reach Latino consumers — they'll win their trust.

Email me at paulina@piscinapop.com to learn what is occupying the subconscious of the fastest growing consumer group in America.