Talk #18: Navigating the New Hispanic Consumer
What does it take to authentically connect with today’s U.S. Hispanic consumer — one of the most influential, fastest-growing audiences in the country?In this episode, we sit down with Claudia Granados, a purpose-driven leader at TelevisaUnivision, who’s helping brands navigate the intersection of culture, commerce, and community. With a background rooted in advocacy and a career in high-stakes media sales, Claudia brings a rare perspective: one that understands both the pressure of hitting revenue goals and the responsibility of representing culture with care.We talk about what brands often get wrong about Hispanic marketing, how Univision is evolving for a digital-first audience, and why it’s time to move past check-the-box campaigns and into meaningful, insights-driven storytelling. From the rise of Latin music to the role of mentorship in media, Claudia brings clarity, candor, and cultural fluency.If you work in marketing, media, or brand strategy — or you just want to better understand the shifting dynamics of U.S. Latino audiences — this conversation is a must-listen.
