The Super Bowl is here again, that time of the year when close to 100 million Americans tune in to watch one of the top sporting events in the world. A year has passed since we witnessed JLo and Shakira performing in the half-time show of Super Bowl LIV, a display of Latina power in action that excited us with its symbolism and deep meaning. It represented a moment where Latinas – a group that despite clear signs of advancement are still excluded from many circles of decision making – felt proud to be represented in such a mainstream event.
A year has passed and Hispanics have continued to increase their presence in the entertainment industry in the U.S., represented by Selena Gomez, #1 in Instagram, Shakira, #1 in Facebook, Bad bunny and J Balvin, #1 and #3 in Spotify respectively, and “Despacito” which once again ended 2020 as the video with most all-time views on YouTube. These are unequivocal signs of the increasing relevance of the Hispanic community in the U.S. According to research by the Latino Donor Collaborative 57% of ALL millennials listen to Latin Music.
But fair representation of Hispanics is far from being achieved. According to a 2020 study conducted by Nielsen, we see that despite the fact that Hispanics make up 18% of the U.S. population, we are still underrepresented in with a 5.5% representation in all media. Furthermore, Latinas have the lowest share of screen credits among all groups (2.5%) and, behind the scenes, only 1.4% of leads, 1.1% of showrunners and 2.4% of directors are Latino.
This is why we at We Are All Human with the Hispanic Star unification platform have the goal of not only changing the perception of the Hispanic community, but also of increasing its representation in key areas.
Representation matters and it is important for us to unify behind this purpose that will benefit the Hispanic community and also America as a whole. The better we represent the people we serve, no matter which sector you work in, private or public, the better we will understand their struggles and thus include them in the solutions.
But I am optimistic.
I know that change does not happen overnight, it takes time, hard work, smart work, and perseverance, and I saw all these elements at play a few weeks ago at our 2020 edition of the Hispanic Leadership Summit, where we got together with more than 2,500 Hispanic Leaders and Hispanic Organizations to discuss and put together a unified agenda to empower the Hispanic community.
I am also optimistic because in the new administration we see a more diverse representation with names like Isabel Guzman (Chief of Small Business Administration), Xavier Becerra (Secretary of Health and Human Services), Alejandro Mayorkas (Secretary of Homeland Security), Miguel Cardona (Secretary of Education), as well as the growing number of Hispanic U.S. Senators.
We definitely face an important moment, where increased representation of all groups should be front and center in order to benefit the most disadvantaged communities, but also to help them increase their contributions to this great country even further. Let’s recognize the advancements made in Hispanic representation throughout different sectors and use them as fuel to keep the momentum going. And let’s not get complacent since our mission is far from over.