On a blue background we can see the photos of Sonia and Arturo and with white letters the title of the episode.

Ep. 23: How Consumers Want You to Celebrate Heritage Months with Arturo Gutierrez

Some brands do really well when it comes to celebrating communities during their heritage months, like Black History Month, Women’s History Month, PRIDE, Hispanic Heritage Month, Asian-American and Pacific-Islander Month. However, there are plenty others that struggle. And there’s also a large group of brands that stay on the sidelines, because they aren’t sure how to engage, or even if they should.

So as we get closer to a new year, and it’s time to decide about what your brand will celebrate and what you won’t – I thought it’d be helpful for you to bring in some reinforcements to help guide you.

That’s why I chatted with Arturo Gutierrez, the SVP of Strategy at Codeword, an integrated marketing agency.

Arturo and his team at Codeword surveyed to find out what consumers want about these types of celebrations – and the insights, and the discussion we have around them are relevant and applicable for you – no matter your size, your budget, or your experience engaging with communities in this manner.

Welcome to Inclusion and Marketing, the show that’s all about helping you win the attention, adoration and loyalty of more consumers, especially those with differences that are often ignored by brands. I’m your host, Sonia Thompson, a marketer and someone with a lot of differences. Let’s get to it.     

Key Points

  • Why brands should consider celebrating heritage months for diverse communities.
  • How you should be thinking about the people who are buying your product.
  • Why so many diverse communities are indifferent to heritage month campaigns, and what to do about it.
  • What you should and shouldn’t be measuring as it relates to heritage month celebrations.
  • How brands should think about the objective of heritage month campaigns.
  • How to ensure your heritage month celebrations leave a lasting impact.
  • What diverse communities want from brands during heritage months and beyond.

About Arturo Gutierrez

Arturo Gutierrez is the SVP of Strategy at Codeword, an integrated marketing agency that develops smart marketing strategies, manages editorial and social channels, and drives news coverage for tech clients both big and small. A former management consultant having advised Fortune 500 clients across The Americas, Europe, and the Middle East, Arturo’s expertise includes leadership, marketing strategy, and organizational growth.


Arturo Gutiérrez

Code word agency


Access the full transcript of the episode here.

If you like the show, I’d love it if you’d subscribe to the channel and leave a rating interview for it. It really does help the show and helps others discover it. And wouldn’t it be great if there were more people practicing inclusion and making more people feel like they belong? I think so. Also, I want to hear from you. If you have a question, a comment on this episode, a previous episode or in general, or if you would just wanna say hi, I like those kinds of messages too. Send me a voicemail at inclusivemarketing.co/voicemail. That’s inclusive marketing.co/voicemail. I’d love to feature your question and comments on the show.

Until next time. Remember, everyone deserves to have a place where they belong. Let’s use our individual and collective power to ensure more people feel like they do.

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Thanks for listening.