Put down the sombrero and the Mexican flag for a second. Hispanic Heritage Month kicked off last Sunday, and suddenly, every brand is in “supportive ally” mode—but only for four weeks. Meanwhile, Latinos live this reality year-round all their lives.

If you’re ready to put your money where your mouth is, here’s how you can genuinely support Latinas and Latinos.

First, acknowledge we’re not a monolith

Assuming all Latinos are Mexican or that our immigration stories are the same is a major misconception. There are 63.7 million Latinos living in the U.S., and while 37.2 million are of Mexican origin, immigration trends are shifting. The number of Mexican immigrants is decreasing, while those identifying as Dominican, Venezuelan, Guatemalan, Honduran, and Salvadoran are rising.

Did you know there are 5.9 million Puerto Ricans in the U.S.? And Puerto Rico is still a colonial territory. Thinking that Mexicans and Puerto Ricans share the same background is as misguided as assuming we all eat tacos.

And no, not all of us speak Spanish—and that’s okay

Think about how much English borrows from other languages, like French. Pretty cultured, right? Well, we do the same thing. While older generations may have spoken Spanish first, 72% of U.S. Latinos now speak only English at home. We blend in our Spanish, and more of us are bilingual. But this doesn’t mean we’re your go-to translators at work.

So, if you really want to support your Latino friends this Hispanic Heritage Month, break free from those cultural misconceptions. We’re like you—just maybe with better dance moves.

This Hispanic Heritage Month, take a moment to check how your Latina coworkers are treated

Ask any Latina, and she’ll tell you—we have to work twice as hard and for twice as long just to get a foot in the door. Too often, we hear, “You should be grateful to be where you are,” like we should settle for crumbs in a world designed against us.

And after all that hustle, we still face the steepest climb up the corporate ladder, as if people would rather we stay “calladitas y bonitas.”

Want to support Latinos once a year? Do it right

First, this isn’t charity. Supporting Latino-owned brands and businesses is one of the smartest moves you can make. For instance, Latinas are the biggest engine of the U.S. economy, with a GDP larger than the state of Florida. We create more jobs and opportunities than any other demographic in the country.

So yes, support our favorite brands—but do it mindfully. When you support our community, you’re supporting the exponential growth of the U.S. economy, no matter what certain politicians and right-wing media might tell you.

Lastly, if you’re in a position of power, this is for you

If you have a seat at the decision-making table, Hispanic Heritage Month is the perfect time to make real changes. Look at the diversity within your staff, sit down with your Latino colleagues, and really listen. You’re sitting on a gold mine of talent—give it the opportunity to shine. Take a stand against pejorative language and stereotypes, recognize the potential, and make this celebration truly meaningful.

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