How can organizations better understand the cultural forces shaping their audiences? That question was central to a Hispanic Heritage Month Ned’s Talk at Ned’s Club in Washington, DC. Social Driver co-founder Thomas Sanchez joined leaders from business, philanthropy, and advocacy to explore the growing economic influence of Hispanic culture.

From entertainment and sports to investment and consumer behavior, Hispanic culture is influencing markets around the world. For communicators and organizational leaders, understanding that influence can help inform how they build relationships, reach communities and recognize opportunities for growth.

The panel

• Jackie Puente, Vice President of External Affairs, Comcast (moderator)
• Thomas Sanchez, CEO and Co-Founder, Social Driver
• Diego Mariscal, Founder, CEO and Chief Disabled Person, 2Gether-International
• Pilar Frank-O’Leary, Executive Director, Aspen Conexión, Aspen Institute

Culture, Influence and Opportunity

The discussion raised a useful question for leaders: Are you paying attention to the cultural influences shaping the people you want to reach? As Hispanic influence grows across industries, organizations have an opportunity to deepen their understanding of audiences, consider how culture shapes decisions and build more meaningful connections. These are broader implications of the panel’s theme, not attributed remarks from individual speakers.

The Social Driver Perspective

At Social Driver, we believe effective communication starts with understanding people. As a Hispanic-owned agency working with mission-driven organizations, we see the value of listening to communities and recognizing the cultural context behind how people connect, engage and act. For organizations, that understanding can lead to more relevant messages and stronger relationships.

Thank you to Ned’s Club, the Ned’s Talk team and our fellow panelists for bringing this important conversation together.

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