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?
Bernardo: I am one of five children of Mexican immigrants who came to Chicago in the early 50s and 60s. My experience was initially being one of very few Hispanic kids in a Chicago Public School, but over time the Hispanic population grew, and I saw the transformation of our neighborhood, our school, and the city overall throughout the years since 1970. We saw a cultural shift in the businesses around us, the community, the flavor, the restaurants—so I've seen a lot of change over the last 40 plus years, that that has been my experience.
Luna: I'm originally from Colombia and my family is also from Colombia. We moved to the United States, specifically to California, then Boston, and now we're in Miami. I think that my Hispanic heritage has given me a strong foundation that is rooted in family, hard work, and staying true to my values since I was very young. Growing up and throughout my childhood, I was always taught the importance of putting in the effort, always giving my best, being kind, being resilient, and most importantly to look out for others. I feel those lessons that came from my family and from my heritage have not only shaped how I approach my career and how I've approached my life here at Edelman, but also my personal life and how I choose to connect with people every day.
From your perspective, how has the Hispanic community in the workplace evolved in the past 20 years?
Bernardo: I think the biggest way that the workplace has changed and evolved is the presence of the broader Hispanic culture. It is a reflection of how the United States overall has shifted and how pop culture has influenced (generally speaking) Hispanic culture. It's not just an awareness and then an acceptance, but more so a celebration and appreciation for the richness of our various cultures, regardless of what our national origin is. In seeing that and seeing how it affects the workplace, I think there's much more openness and momentum. There is a lack of hesitation to be who you are as a Latino and someone with a Hispanic background. There were many more difficulties that others before us had to experience, and just from stories I've heard from my parents and such, I think we've come a long way and there is a really positive momentum. The Hispanic culture is not an outlier but is truly becoming a part of the mainstream, and you feel that in the workplace as well.
Luna: Despite my short career, I've noticed that the Hispanic community in the workplace has become much more visible and influential. I think that there's been a steady growth in representation and recognition, with more Hispanic professionals contributing at many different levels throughout industries and practices. However, I do think there's still progress to be made, especially when it comes to seeing more Hispanic voices in leadership roles. But from my perspective, at just 25 years old, I've seen first-hand how values like hard work, dedication, resilience, and a strong sense of community have continued to drive the impact of Hispanic professionals in the workplace.
What is one piece of advice you would share to young Latinos just starting their careers?
Bernardo: To the young Latinos just starting their careers, I would say work hard. Be the most prepared, most positive person in the room. Be a good example. Be someone that is well-respected by their colleagues, not just because of your background culturally, but because of how well you show up and do your job, performing at the best level you possibly can because that in turn helps. It only serves to elevate the overall image and reputation of our culture. But at the same time part of my advice would be not to get caught up fully in your Hispanic identity because that is only one part of your whole self. Your fullness of self, your presence as a representative of our culture helps shape those that come after you. It also shapes how people outside of our culture or community react to, respect, and appreciate all that we're bringing to the overall dynamic of our workplace and our country.
What is one piece of advice you would share with the older generation about your experience as a young Latina?
Luna: I tell the younger generation that being a young Latino or Hispanic today is all about finding our way in a world that is becoming more diverse and constantly changing. We appreciate the guidance and the mentorship, but I feel that as the younger Hispanic generations, we also want that to come with an understanding and respect for our different viewpoints, different values, and different experiences.
How do you see the role of Hispanic culture and values evolving in future generations? What would you like to see continue or change?
Bernardo: I think that it's important to try to maintain a connection to your culture of origin. There’s a richness to it. The challenge is always to not let it be diluted by moving forward, both in terms of time, but also your geography, now that we're among many cultures from all over the world. In this country, we have so many different backgrounds represented that it becomes harder to maintain your roots. Whatever effort we can make to maintain the things that make you special and unique, and that you value like the language, food, and religion upholds a tremendous part of our history. As a father of 5 kids, I know it takes a lot of effort. My wife is French, so we have a blend of cultures in our household. I speak Spanish to the kids and my wife speaks French so they're growing up trilingual. You can tangibly feel the power of something as simple as speaking another language—it makes that human connection stronger and makes us more sensitive to the importance of maintaining as much as you can of your culture. To answer the question, I think it’s important to stay in tune with the language, music, movies from the past and present because that keeps the culture alive. We have something very special to bring to the overall landscape of the United States and that's the beauty of why we celebrate our heritage.
Luna: I think that Hispanic culture and values will keep evolving, but they will always be a core part of who we are. I'd love to see future generations find a balance between honoring and staying true to our traditions, but also adapting to new ways of living. As I mentioned, the world is constantly evolving and changing, and it would be great to see more young Hispanics feeling even more confident and proud to share their heritage in all aspects of their lives, whether at work, in their communities, or in their day-to-day lives.
What does our Hispanic Heritage Month theme with “Latinos Everything is Possible” mean to you both personally and professionally?
Bernardo: I think this theme is a nice reflection of the can-do, positive, optimistic, fighting spirit of the hard work that is synonymous with our culture. Life in general is filled with challenges that drive us. These are motivational words that are very consistent with our overall ethos as Hispanics. When you think of our culture, you think of positivity, hope, optimism, laughter, and joy. We don't like to sit around making excuses, we are driven by that aspiration, zeal, and energy to always make the most of what you have and continue to push forward. I want future generations to continue to have that same level of momentum, fire, and passion that drives us.
Luna: I really like this year’s theme. I feel that it celebrates the unique drive and silence that characterizes Hispanics. It's a great reflection of who we are as a community. On a personal level, I think the theme reflects the confidence that my heritage gives me to tackle any difficulty, any challenge, and to make the most out of all the opportunities presented to me, whether it's in my personal or professional life. Focusing more on the professional aspect, the theme reminds me of how motivated I am to make my presence and my voice felt in all spaces, to show people that our contributions are essential, valuable, and impactful.
Bernardo Gomez is the VP and Creative Director for the Creative Pool team based in the U.S. Luna Echeverria is an Account Executive for the Corporate Health team based in the U.S.
