Each year, many companies, organizations and brands observe the period between September 15 and October 15 as Hispanic Heritage Month—an annual monthlong homage to the Latinx community.

In years past, this observance was marked by brand promotions, large-scale concerts and content designed to celebrate and recognize Latinx “cultura.” Although these activations—whether large or small—have been intended to honor the Latinx community, they’ve often unintentionally perpetuated a stereotype. What’s often gone missing with the typical focus on food and music, with the occasional Latinx superstar or athlete mixed in as a spokesperson, is the recognition that this audience is a compilation

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