As we celebrate 2024 Hispanic Heritage Month (HHM), we are reflecting on the theme “With Latinos, Everything is Possible” or “Con Latinos Todo es Possible”, recognizing the relentless spirit, innovation, and cultural richness that the Hispanic/Latino/a/e/x community brings to every facet of society. For this special HHM edition of Inside Edelman, we profiled members of our community to highlight their unique experiences and point of view as they reflect on what it means to be Hispanic/Latino/a/e/x within the firm and beyond.
Can you share a bit about your Hispanic heritage and how it has shaped you?
Rodrigo: My Hispanic heritage, particularly being from Brazil, has deeply influenced my identity. I grew up in a rich and vibrant culture rooted in family values. Growing up with my mom, dad, and sisters, as well as being part of a close-knit community of friends has played a significant role in shaping who I am today. Our traditions, such as having meals together every Sunday and attending church, have also contributed to my identity. When I was younger, I was Catholic, and the influence of the religion within the family has had a lasting impact on me. That was an extra tradition that we passed down through generations within my family. I believe I am the breakthrough in this tradition, as I started questioning if it was the right fit for me. However, the base and the background really influenced where I am today. On the family side, and on the cultural side as a Brazilian, we have this vibrant and happy nature. We are always versatile. I think in general, Brazilians always take the high road in life, which is a positive thing, and I believe that I carry that with me to this day. This is how it has helped shape who I am.
Amera: Family is a significant part of my identity as well, especially because I am part Hispanic and part Arab. As I've grown up, I've learned to embrace more of my Hispanic culture, and being part of two rich cultures has given me a deeper perspective on life, culture, and my identity as a person of mixed heritage. Even though I have a different Hispanic background than Rodrigo, family is very important to me as well.
Can you share a story or experience that highlights the unique intersection of your Hispanic heritage and other aspects of your identity? How did it shape your perspective or approach to life?
Rodrigo: One significant experience for me was navigating my identity as both Latino/a/e/x and gay. This intersection taught me the importance of self-love, empathy, and standing up for inclusivity. For instance, in a professional setting I often draw on my cultural background to foster understanding and support for diverse identities, creating a more inclusive environment. One important lesson is the value of self-acceptance. Many people find that accepting all aspects of their identity, including their cultural background and LGBTQIA+ identity, is a crucial step towards personal growth and happiness. Another lesson is the importance of community. Finding or building a supportive community can provide a sense of belonging and help individuals navigate the challenges associated with their multifaceted identities.
One especially important experience that has helped me find myself and identify as a gay man was moving to the U.S. It has taught me the importance of self-love, self-confidence, empathy, and inclusivity. Moving to the U.S. helped me see that I need to stand out and be true to myself, which led me to understand and embrace my identity as a Latino/a/e/x and a gay man.
Amera: I am with you. I have many intersecting identities as well. I am Arab and Latina/o/e/x, and also Muslim. For a long time, I felt like I had to choose one part of my identity over the other. As I've grown older, I have come to appreciate the entirety of myself, especially my Hispanic heritage. People often see me wearing a headscarf and assume I fit into certain stereotypes about Muslim people, or that I am solely Arab. However, faith is a significant part of Hispanic culture and communities as well, even if my own religious practice may not be the norm. My faith and heritage play a big role in shaping who I am and how I approach my day-to-day life. For example, telenovelas and storytelling are important aspects of both my Hispanic and Arab cultures. As a creative person, I believe these elements also influence my perspective and inform my work. I tend to see everything from a storytelling aspect, and I use that to shape my creative work as well.
Can you discuss a time when your multiple identities came into play in a work or social setting? How did you navigate the situation, and what did you learn from it?
Rodrigo: At work, my role as a VP and Creative Director often requires balancing my Latino/a/e/x heritage with my LGBTQIA+ identity. One memorable instance was leading a project that celebrated diversity. I leveraged my cultural insights and personal experiences to ensure the campaign was authentic and inclusive. Being a member of Inclusivo and Equal, our Employee Network Groups (ENG) for Hispanic/Latino/a/e/x and LGBTQIA+, respectively, has taught me the value of bringing my whole self to work and the positive impact it can have on team dynamics and project outcomes.
It is important to me to bring my whole self to work, as well as to my social life. This sets an example and promotes an inclusive environment where everyone can be themselves. I believe in the positive impact this can have in teams, dynamics, projects, and in my interactions with friends, boyfriends, and family. Being gay and Latino/a/e/x is a part of who I am, and it is integrated into my life.
Amera: Finding community at work has also been important to me. I'm a member of Inclusivo and it's been great to be part of those conversations, talking about Hispanic culture in the workplace. I'm also on the steering committee for Uplift, which is Edelman's newest ENG related to faith in the workplace. It's been great to bring my Hispanic identity and my Muslim identity into my work to make sure the workplace is as inclusive as possible for all. Having those conversations and being your true self at work is very important. There hasn't been an opportunity yet where I'm able to work on those types of clients, but when I'm able to match the two in the future, that will be my secret superpower.
I try to build from my experience and background to ensure that my work is as inclusive as possible, because I know how it feels to be part of a community of color or a minority, and I know how it feels to be unseen. So I try, even if it's not my minority or group, to make sure the work is as inclusive as possible. In advertising and PR, we hold the power to break stereotypes, and that's how we can make sure the work is more meaningful and impactful.
What steps do you think we can take to foster a more culturally inclusive environment at work where everyone has a sense of belonging and support?
Rodrigo: It's about doing the right thing, but also about being able to do it—to have a workplace that allows you to have a voice is step one. Step two is being included in projects where you can share your point of view, ideas, and insights. It's about fostering inclusive employment.
There are many ways to offer support. One is through active listening and empathy. Try to understand the experiences and feelings of others without judgment. Another is through advocacy. Stand up against discrimination and prejudice whenever you see it and use your voice to promote equality and acceptance. Finally, education is key. Learn about different cultures, identities, and experiences to broaden your understanding and challenge your assumptions.
Amera: I agree that creating safe and inclusive spaces in the workplace is crucial for people to feel comfortable bringing their whole selves to work. This in turn leads to better work performance. It's important for our clients that we normalize open conversations and diverse perspectives. In the past, I encountered pressure to conform and be more "Americanized," but I believe that embracing diverse cultural perspectives adds value to our team. We should aim for a more global approach in our work to reach and resonate with a wider audience.
Rodrigo: Another way to be more inclusive is, like I said in the beginning, to create a sense of unity because Hispanics/ Latino/a/e/x were judged so much in the past, and we carry this throughout years and generations. In this new era we're living in today, we can be open and actively listen to each other with empathy. Understanding others and empathizing with their feelings without judgment is incredibly important. I think you may have recently experienced this.
Amera: This happened a couple of years ago, early in my career. I didn't have the tools to stand up for myself back then. But now, I'm proud of where I came from and I'm not afraid to speak up.
Rodrigo: And that's how advocacy works. You stand up against discrimination and behaviors, as you said. I am who I am, and this is what I bring to the table. It's important to stand up for yourself, but also to stand up for the whole community and for other people too. Finally, besides standing up for yourself and for others, education is also key. It's important to be open to learning and teaching people, especially when it comes to understanding different cultures. Education through leading by example, without being judgmental, and sharing personal experiences is crucial. Make an effort to learn about different cultures. It's not only Spanish; there are many subcultures within the same culture. I'm often identified as Hispanic, but I don't come from a Spanish-speaking background. I'm from Brazil, where there is a Latino/a/e/x culture, and even there I still have to understand the Brazilian experiences of Hispanics, which is completely different from the Latino/a/e/x culture in Brazil.
Amera: We're not a monolith. People in the community just assume "Hispanic" and think it's all the same. We have different cultures and traditions from different countries. I think that's what makes our culture so rich; we're able to borrow from all these diverse cultures and traditions.
What does our Hispanic Heritage Month theme “With Latinos everything is possible” mean to you both personally and professionally?
Rodrigo: I love that I can express how my personal traits reflect my resilience and determination, both personally and professionally. It emphasizes my potential for innovation and success when incorporating diverse perspectives. My heritage serves as a source of strength and inspiration in every aspect of my life.
Amera: I believe that by focusing on our work culture, Latino/a/e/xs can break through barriers, including the glass ceiling and stereotypes. I aim to push myself to the limit and become the embodiment of my ancestors' dreams. As both an Arab and a Latino/a/e/x, I hope to defy stereotypes and serve as a positive role model. I truly believe that as a Latino/a/e/x, I can achieve even the wildest of dreams.
How do you celebrate Hispanic Heritage Month? What traditions or practices are especially meaningful to you?
Rodrigo: I find comfort in certain foods and love celebrating by cooking traditional Brazilian dishes. My favorite is ‘Pão de Queijo,’ the famous Brazilian cheese bread. It brings me a sense of home and allows me to celebrate my heritage in my own way. This dish is a specialty from my city and represents my state in Brazil. It's almost like these foods bring me back home and help me celebrate in my own way. It's a reminder of home, especially when I'm not actively going out. Just like I should be doing for Pride Month, for Heritage Month, I think it's a moment to stop and remind yourself of where you come from and your roots. For me, I do that with food.
Amera: That's great! I try to eat more Hispanic/Latino/a/e/x food during the month, but I actually enjoy it throughout the year. I love Brazilian cheese bread because I'm a big cheese fan, so I indulge in that as well. I've noticed that there are a lot of museum exhibitions around Hispanic Heritage month, so I try to immerse myself in the arts and visit museums. I also keep an eye out for new music or movies related to the Hispanic/ Latino/a/e/x community. I'm starting to support the community and learn more about my culture because there's always something new to discover about different communities due to our diversity.
Rodrigo: Adding an extra question/response here. It's a fun fact. I don't know if you know that my grandpa's family, my last name, Bistene, comes from Lebanon. I grew up with my dad baking kibbeh, ground beef like haggis, and Arabic food. When I heard you talking about specific Arabic food, it reminded me of the secret family recipe. I was like, "Oh my God, this is such a common ground between you and me, in our heritage.”
Amera: Wow, I didn’t know that about you! Yes, Brazil has a significant Lebanese-Brazilian population due to immigration in the early 1800s. Even now, there is a lot of interaction, which shows that we can coexist peacefully and integrate into each other's populations because of our similar backgrounds. Thank you for sharing that with me! That definitely made my day.
Amera Lulu is a Senior Art Director for the Creative Pool team based in the U.S. Rodrigo Bistene is VP and Creative Director for the Creative Pool team based in the U.S.
