Does #CPG growth strategy get any simpler than this?
By mikeblack · September 17, 2026 · Curated by George's Blog
Does #CPG growth strategy get any simpler than this?
When brands say “We need to increase household penetration” the truth you can't ignore is that those households are increasingly Hispanic
I don't even have to share any big, bold numbers for you to know this; it's so obvious
The problem is: it’s hard to build authentic, culturally-nuanced marketing vs coming across as performative, opportunistic or shallow
#Brand marketers are afraid of making an embarrassing mistake that will come back to bite them, so they avoid the challenge even though it’s imperative to growth
But the solution is not to run away from the obvious growth path
The solution is to build the internal capabilities to empower boldness and de-risk the mistake
That means having the right cultural intelligence, #AI, agencies at the ready for your brand teams to use, and developing the right talent from within
Many brands won’t question the need to build capabilities to show up in #AEO / AI search, or ecommerce
But it blows my mind that they don’t take the same capabilities-building approach to capturing the #Hispanic growth opportunity
Why is that?