Marketing Research Blog

When Good Intentions Miss The Mark

The other day, I found myself deep in a sports thread, scrolling through articles and videos. One clip stood out—Cristiano Ronaldo on a Japanese TV show, being honored for his visit with an elaborate performance. It was a spectacle full of energy, color, and celebration. But something felt...off.

Ronaldo, in his prime years and already a global icon, sat politely, watching what turned out to be a Brazilian carnival-themed performance. The intention was clearly to honor him, but the execution missed the cultural mark. Ronaldo is Portuguese, not Brazilian. While the two countries share a language, their cultures are distinct. The moment wasn’t offensive, just awkward. His blank expression said it all.

So why bring up this clip? Because, despite the effort, it’s a reminder to brands that good intentions alone don’t guarantee connection. Even when the goal is to celebrate and engage a specific audience, if it doesn’t reflect who they truly are, it can fall flat.

When brands take the time to truly understand the consumers they’re trying to reach, the impact can be profound. As someone who identifies as part of the Hispanic/Latine community, I often notice the effort brands make to connect, especially through Spanish-language advertising. But while the intention is there, it’s often broad, missing the deeper layers of cultural identity that drive real connection.

Take, for example, the diversity within the Hispanic/Latine population in the United States. According to the latest data from the U.S. Census Bureau and the 2022 American Community Survey, 65.2 million people in the U.S. identify as Hispanic/Latine, accounting for roughly 19.5% of the total population. Digging deeper, about 60% of this group are of Mexican origin, with a strong concentration in states like California and Texas. The remaining 40% represent a diverse mix of backgrounds from the Caribbean, Central America, and South America, each with distinct cultural identities and regional footprints across the country. Puerto Ricans having strong ties to New York and Florida, while Cubans are especially prominent in Florida is a good example. These aren’t just demographics, they’re strategic insights. Tapping into these cultural and regional nuances gives brands a real opportunity to build trust and relevance. Rather than defaulting to a one-size-fits-all approach to Hispanic/Latine outreach, brands have a chance to localize and personalize their messaging in ways that truly reflect their audiences. It’s not just about translation; it’s about cultural alignment.

A notable example of a brand unsuccessfully attempting to connect with the Hispanic/Latine community came during Hispanic Heritage Month in 2022. DC Comics released a series of comic book covers featuring characters like Green Lantern holding a bag of tamales, Hawkwoman with plátanos fritos, and Blue Beetle carrying tacos. The reaction was overwhelmingly negative among online Hispanic/Latine communities. While the intent may have been celebratory, many fans felt the illustrations reduced Hispanic/Latine identity to tired food clichés. Even more troubling was the perceived narrowness of the portrayal, which overlooked the rich diversity within the community and centered only one perspective, rather than highlighting the broad spectrum of Hispanic heritage. To add to the confusion, DC Comics later clarified that these were not official covers and would not be released, pointing to a reporting error. Still, the initial backlash revealed something deeper—how quickly audiences can sense when cultural engagement feels surface-level or inauthentic.

On the contrary, one standout example of a brand connecting with the Hispanic/Latine community is Major League Baseball's "Ponle Acento" ("Put the Accent On It") campaign. For context, many Hispanics drop the accent marks in their names after moving to the U.S., often due to federal and state databases that don’t support these special characters. MLB's campaign was simple in execution but powerful in meaning. By encouraging players and fans to proudly add the accent back to their names, the initiative celebrated cultural identity and sparked a broader conversation around visibility and representation. It was a small but symbolic gesture reminding many that something as subtle as an accent mark can reflect pride in one's heritage.

The lesson? Good intentions are not a substitute for cultural insight. The Hispanic/Latine community is incredibly proud of its heritage and deserves to be seen in ways that reflect its full complexity. In branding, and especially in campaigns aimed at cultural celebration, understanding nuance isn’t optional. It’s the difference between meaningful connection and missed opportunity.

It shows when a brand genuinely understands their audience to get it right. If this resonates with you, we’d welcome the chance to keep the conversation going.

Javier Diaz

Project Director

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Javier joined Decision Analyst in January 2020. His experience includes project management, data quality assurance, questionnaire design, and reporting. Before joining Decision Analyst, Javier worked as a research consultant conducting in-person interviews for clients in travel, transportation services, and food services industries. He also has more than 7 years of experience in experiential marketing. He graduated from the University of Texas at Arlington with a degree in Business Administration (Specialization in Finance). He is a native Spanish speaker and has a strong understanding of Hispanic/Latine cultures.