We care about representation
- Alejandra Salazar
- Jan 12
- 1 min read
This is what representation actually looks like! Latinos aren’t one color. We can be black, white, redhead, and every skin or hair tone in between. This is part of what I shared during my keynote 𝘊𝘢𝘳𝘦 𝘋𝘳𝘪𝘷𝘦𝘴 𝘈𝘤𝘵𝘪𝘰𝘯, which I delivered in Washington, DC, representing CROING l Creative Agency.
Over the past year, I’ve been invited to give these talks for brands where we explore different communities of interest: Latinos, women, women in sports, Gen Z, depending on the brand and its context. In this case, the focus was specifically on the Latin community, and I think this perspective could be valuable for brands looking to start connecting more meaningfully with diverse audiences.
In U.S. media and brand campaigns that aim to be inclusive, Latino representation often defaults to a narrow frame, frequently tied to Mexican heritage or subtle stereotypes. The truth is this pattern doesn’t come only from a lack of data. It’s rooted in long-standing issues of racism and colorism that still shape today’s narratives.
The image used here comes from El Museo del Barrio, a museum dedicated to Latin American and Caribbean art, and reflects the full range of Latino skin tones.
Representation isn’t about checking a box. It’s about understanding who you’re speaking to and being intentional about how you show up.
I’m Alejandra Salazar, Founder & CEO of CROING l Creative Agency, where we work with brands that want to get closer to their audience. Here, I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.
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