Article originally published in Adweek.

During National Hispanic Heritage Month (HHM), Sept. 15 to Oct. 15, many brands hope for a lift in sales by acknowledging the influence, culture and contribution Hispanics bring to our nation. This is also a time when you might see marketers place stereotypical figures in advertising campaigns—an approach that wrongfully represents Hispanic consumers and is patronizing to this young, savvy and influential segment. HHM might seem very opportunistic, but you’ll create more harm than good if you are not truly committed.

The 2020 Census reported that America has become more diverse and multiracial than ever before. The non-Hispanic white segment shrank 6% from 2010–2020, and the population under 18 is rapidly diversifying, with 53% being non-white. In several states, minorities have become the majority—for example, Hispanics in California officially became the largest ethnic group in the state for the first time.

Taking these numbers into consideration, it is inevitable that adjustments in your marketing strategy will be necessary as we transition into a multicultural mainstream driven by growth in the U.S. Hispanic demographic. HHM should be the starting point of this transition and turn into a yearlong commitment moving forward.

Bias from the inside

I strongly believe there are two main reasons brands fall short with Hispanics, in the U.S. and overseas, in long-term marketing commitments. The first is known as “self-reference criterion.” According to authors Philip R. Cateora, John Graham and Mary C. Gilly in their book, International Marketing, self-reference criterion is an unconscious reference to a person’s own cultural values, experiences and knowledge. It is problematic when used as the basis for corporate decisions—for example: “We’re not running radio commercials for Hispanics because we’re concentrated on TV and digital efforts for the general market.”

The second reason for the lack in ongoing marketing commitments to the Hispanic market is ethnocentrism, when one’s own country or culture is considered to be the most important. For example: “We don’t need to invest much in minority groups like the Hispanic community—we can make minor commitments with a smaller advertising budget.” With that traditional mindset, how do you think you will grow your brand in light of the diversity being driven by U.S. Hispanics?

I have seen many executives make marketing decisions based on what they already know or like, investing most of their budget in interests, such as sport sponsorships, that should be considered a branding support tactic, not a sales driver. Even when confronted with facts that contradict that expenditure, they base decisions on these biases and outdated ways of thinking. They do not stop to consider whether those tactics are relevant for today’s consumers—the multicultural mainstream—and their habitual decisions are where they waste the most money, jeopardize future customers and miss out on long-term opportunities with new markets. I call these executives a product of their own environment.

It’s about authentic engagement

To succeed, marketers need to be flexible and open-minded—they must embrace cultural differences and understand those differences are what make you stronger as a person and a brand. The way society is evolving, the brands that truly embrace this mindset are the ones who will survive. Besides advertising your products and services, authentic engagement extends to the story behind your brand, how you make consumers feel and how you are impacting their communities with a genuine and committed effort. Get creative with your community outreach; discover the important celebrations and causes throughout the year in Hispanic communities your business can serve, and find an innovative way to get involved and create lasting impact. Make sure you bring bilingual staff and bilingual collateral.

Also consider partnering with Hispanic businesses and supporting entrepreneur programs, scholarships and grants that provide necessary resources for this community to thrive. Look for opportunities to keep consumers engaged and give them multiple reasons to follow you. Your business should reflect cultural differences and show you are inclusive and embrace diversity. The right approach will pay off significantly.

Hispanic Heritage Month shouldn’t just be part of your checklist. It should become a consistent effort throughout the year. Hispanics are proud and known for their ability to create and to reinvent themselves in the face of adversity. Marketers should find truly innovative ways to celebrate and honor the largest minority group in the United States—all year long—so they can develop a lasting impression and build a stronger, more loyal customer base with this highly influential audience.