By Contributor,Isaac Mizrahi

Copyright forbes

Archive Catia Morera

Archive Esteban Sachs

Each year during Hispanic Heritage Month, my Forbes column has traditionally focused on conversations with seasoned leaders to discuss the state of the Hispanic marketing industry. This year, however, I wanted to take a new approach by shifting the spotlight to the next generation of Hispanic professionals who are just beginning their careers.

Meet Catia Morera and Esteban Sachs. Catia Morera is a Miami native with Cuban and Colombian heritage, and a proud first-generation college graduate.

She recently earned her master’s degree from Florida International University (FIU), building on her background in advertising with expertise in account management, social media, and art direction. Esteban Sachs is a multicultural copywriter from Ecuador, currently based in Miami. His background is in marketing and recently earned a master’s in mass communication, also from FIU.

I had the privilege of being Catia and Esteban’s professor during their master’s program at FIU. Now, as they embark on their professional journeys, their fresh perspectives and personal reflections offer a glimpse into how young Hispanic marketing professionals view their heritage, the industry, and the opportunities and challenges ahead. Through their eyes, we see Hispanic Heritage Month not only as a celebration of culture, but also as a call to action for authentic representation and meaningful inclusion in the workplace and beyond.

Isaac Mizrahi – How do you view Hispanic Heritage Month and its significance?

Catia Morera – I view Hispanic Heritage Month as a meaningful opportunity to celebrate and highlight Hispanic culture and its voices. While our traditions, contributions, and successes should be recognized year-round, I appreciate having a dedicated month to showcase the richness of all Hispanic cultures. As a Cuban American, I carry my culture with me every day, but Hispanic Heritage Month gives me the chance not only to celebrate my heritage but also to learn from and embrace the traditions of other Hispanic communities. The diversity within our culture is so vast that one month hardly feels like enough. To me, Hispanic Heritage Month is both a reminder of how robust and vibrant our culture is, how much there is still to learn, and a celebration of the strength and resilience that unite us all.

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Esteban Sachs – I guess as a Latin American, I don’t really “feel” or “live” Hispanic Heritage Month in the way it’s celebrated here in the U.S., mainly because I’ve always felt Hispanic. It’s not something I switch on during a specific time of the year – it’s part of who I am every single day.

That said, I do pay attention to it, especially to how different cultures within the Hispanic community express it. It’s interesting to see how, in the U.S., so many people from different Latin countries are far away from their homes, families, and roots, and this month becomes a moment when they try to reconnect and celebrate what makes them feel at home. I’ve noticed people replicate their own traditions in ways that are familiar, like food, music, and language, and I respect that a lot. It becomes less about the “label” and more about the feeling of belonging. Even though I don’t personally need a month to feel Hispanic, I understand why it matters to so many. It’s a reminder, a celebration, and sometimes even a form of resistance: holding on to your identity in a place that can often feel distant from it.

Mizrahi – As a Hispanic marketer, what are your aspirations for the future?

Sachs – As the Hispanic market continues to expand, I believe it’s time for agencies and corporations not only to notice this growth but to truly engage with it in a deeper way. This is not just about producing more campaigns that speak to Hispanic audiences; it’s about recognizing the scale, influence, and cultural richness of an enormous market that can drive long-term success for both agencies and their clients.

I hope brands start to see the Hispanic market not simply as a niche, but as a powerful audience that deserves the same level of strategic thought, investment, and creativity as any other. Doing so would not only benefit Hispanic consumers, who would finally see their voices reflected authentically, but it would also create more opportunities for multicultural talent within the industry.

Morera – My aspirations as a Hispanic marketer are to ensure that Hispanic voices and insights are being heard and accounted for when shaping the future of marketing. With Hispanics, it’s important that products, messaging, and campaigns reflect this audience in an authentic and meaningful way. There’s nothing more tone-deaf than when a brand misses the mark or is just blatantly performative. I want to drive marketing that resonates deeply with our community, breaks Hispanic stereotypes, and is celebrated for that.

Mizrahi – What changes do you plan to make within our industry?

Morera – I would like to foster more transparency within the industry. Social media has eliminated the space for gatekeeping. People are openly sharing their experiences and perspectives online, and brands are now being held accountable in real time. I see this as an opportunity to influence positive change by ensuring that brands lean into these conversations honestly instead of shying away from them.

Sachs – I’d like to see the industry shift toward a deeper and more consistent commitment to cultural relevance, not as a side project or something that has to be done because someone said so, but as a fundamental part of strategy and creativity. Too often, multicultural marketing is reactive, underfunded, or treated as an afterthought. I want to experience a shift where Hispanic and other multicultural audiences are seen not as occasional targets, but as core segments that deserve the same level of attention, craft, and investment as any general market work.

Mizrahi – What support or guidance do you hope to receive from those who came before you?

Sachs – As a recent graduate, it’s been great to see that some schools and creative organizations have started offering events and webinars where professionals from the advertising industry share their experiences and knowledge. It’s definitely a good starting point; hearing from people who have built careers in this space is valuable and inspiring. But at the same time, these events often stay very surface-level, and sometimes it feels mandatory to be part of them. It’s usually a general overview of the industry, how it works, and then it ends there. I feel like what’s missing is more targeted, practical education, especially for those who want to work with or within the Hispanic market.

Morera – I hope to receive mentorship and guidance from Hispanic women marketers. I’d like to learn from their experiences, continue to pave the way forward, and build on their work to push for even more inclusivity and meaningful change in the industry.

Mizrahi – How important is your Hispanic identity in your personal and professional life?

Morera – My Hispanic identity is very important to who I am. It’s a source of pride and perspective. Growing up in Miami, where diversity is so visible, I’ve always felt seen and understood, but I know that’s not the case elsewhere. That’s why I aim to carry this identity into my professional work, using it to pave the way for broader cultural representation across the country. It’s not just about visibility but about ensuring that our stories are acknowledged and celebrated.

Sachs – It’s who I am, the way I think, the way I approach ideas, and how I see the world. All of that is shaped by my roots and my identity, and I’m genuinely proud of that. Being Hispanic is not just something I carry; it defines how I create, how I connect, and how I move through this world. There’s a deep sense of resilience and ambition in our culture, and I feel excited to be part of a community that’s constantly striving to do better, to grow, and to be seen.

As Catia Morera and Esteban Sachs begin their professional journeys, their insights reflect the aspirations and values of a new generation poised to shape the Hispanic marketing landscape. I am inspired by their commitment to authenticity, inclusivity, and cultural pride. Their voices remind us that, while Hispanic Heritage Month honors the contributions of the past, it also challenges us to support and empower young professionals who are forging the future of our industry, one that values every story and celebrates the full richness of our community all year long.

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