Driven by Insight, Powered by Culture: How P&G Serves Hispanic Consumers and Communities

For generations, families have relied on P&G products to care for themselves, their homes, and the people they love. Creating superior products that make everyday life a little better starts with putting consumers first — listening to their needs, understanding their experiences, and translating those insights into innovation.

U.S. Hispanic consumers are an important and growing part of the communities P&G serves, influencing culture, commerce, and the everyday needs of families across the country. In fact, their total economic impact has crossed the $3 trillion mark, driven by purchasing power, household spending, and contributions to the economy.

We continue to learn from the rich traditions, cultures, and contributions of Hispanic employees, consumers, and communities who use our brands every day.

P&G and U.S. Hispanic Communities: At a Glance

P&G works to better understand and serve U.S. Hispanic consumers through the insights and experiences of our employees, consumer-first innovation across our brands like Crest, Gain, Head & Shoulders, and Tide, and partnerships that support Hispanic communities. This work takes place year-round, with Hispanic Heritage Month providing an opportunity to recognize and share some of the people, programs, and partnerships behind it.

How P&G Employees Help Us Better Understand Hispanic Consumers

Superior products start with extraordinary people. P&G’s Hispanic employees, allies, and employee affinity groups bring rich cultural perspectives, heritage, and human insights into our research labs, design studios, and strategy rooms, strengthening our understanding of the consumers we serve.

Each year, P&G hosts LatinOvation, an internal event that brings employees and leaders together to recognize the contributions of Hispanic colleagues and explore how their perspectives, experiences, and ideas contribute to innovation and business growth. In 2026, the event centered on the theme “Powered to Win” and began with an interactive showcase highlighting the achievements and contributions of P&G’s Hispanic Leadership Network and other employees. Victor Aguilar, P&G’s Chief Research, Development, and Innovation Officer, reinforced the connection between P&G’s people, consumer understanding, and designing innovative products that win with every consumer.

LatinOvation also featured inspiring speakers who brought the "Powered to Win" mindset to life. Author and speaker Felipe Gómez shared his “Virtuoso Mindset,” using live music and storytelling to demonstrate its focus on method, attitude, and passion as drivers of sustained performance, while P&G employee and aspiring Olympian Lizette Galarza shared how the discipline, consistency, and resilience required in marathon training also shape her approach to leadership and professional growth.

P&G fosters a workplace culture of belonging where team members feel supported to share their unique perspectives. From perfecting scent profiles and formula performance to developing packaging designed for multi-generational homes, LatinOvation shows that when we listen to inclusive teams, our products and experiences continue to improve for our U.S Hispanic consumers and everyone we serve.

How P&G Brands Connect with U.S. Hispanic Consumers

P&G brands put consumers first by understanding the everyday routines, milestones, and cultural experiences that matter to them — and applying what we learn to how our brands innovate, communicate, and show up in their lives.

This focus comes to life during major life milestones, such as transitioning to college, a proud moment for students and their families. In fall 2026, P&G launched the #MadeForLaUni Back-to-School Tour, kicking off at the University of Texas at El Paso (UTEP). Through interactive campus activations and dorm care packages featuring trusted essentials from Crest, Gain, Head & Shoulders, and Tide, the program helps students prepare for this important new chapter, while introducing them to P&G brands that help meet their everyday personal and home care needs. By engaging young consumers during these pivotal transitions, P&G builds lasting brand trust while supporting student success.

Our brands also connect with consumers through storytelling inspired by the everyday experiences that bring families together. Rico’s Tacos, a mobile-first micro-sitcom created by Albertsons Media Collective and P&G, follows heartwarming stories centered around food, family, and heritage while naturally featuring P&G brands. The series brings a fresh cultural lens to the soap opera format P&G helped pioneer nearly a century ago.

Programs like #MadeForLaUni and Rico’s Tacos allow P&G to grow our business by connecting our brands to moments that meaningfully support and reach the families we serve in resonant ways.

How P&G Partners with Hispanic Communities

P&G works alongside trusted organizations to create long-term positive impact in the communities where our employees and consumers live and work, including programs that expand opportunities for the next generation of leaders.

One example is the NFL Latino Youth Honors program, presented by P&G in partnership with the NFL and Hispanic Heritage Foundation. Now in its fourth year, the program recognizes outstanding high school senior tackle and flag football players from NFL club markets for their achievements on the field, in the classroom, and in their communities. For the third consecutive year, P&G is excited to serve as the presenting sponsor of the program.

Eight finalists will receive college grants and travel to Los Angeles for Super Bowl LXI Week in February 2027, where they will participate in career mentorship opportunities, connect with sports industry leaders, and be recognized on a national stage.

P&G is also bringing the celebration into fan communities during Hispanic Heritage Month. At the Houston Texans’ September 20 home game, P&G helped recognize local nominees through sideline access, a meet-and-greet with Houston rapper and songwriter Maxo Kream, and an in-game recognition moment. Nominees also received H-E-B gift cards and P&G product baskets with brands they rely on every day, like Oral-B, Tide, Gain, Dawn, Charmin, Old Spice, and Gillette.

On September 27, we’re also partnering with the Miami Dolphins at Hard Rock Stadium to recognize local student-athletes, including a pre-game celebration of their academic and athletic achievements. Fans can visit Publix’s “Abuela’s House,” an interactive, heritage-inspired experience celebrating Hispanic culture. P&G will support the activation by providing product giveaways alongside the Publix-hosted space. Throughout October, fans can also find their favorite P&G household essentials at Publix while joining both brands in celebrating local youth recognition.

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