With Latin and Hispanic Heritage Month now in swing, Snapchat has offered some fresh insights into how its users are planning to celebrate the event, as well as what they expect to see from brands in driving more inclusion.

According to Snapchat:

"The Snapchat Generation is distinctly diverse and socially conscious, making this month an especially important time for our community."

Indeed, almost half of the users surveyed indicated that they will be observing Hispanic Heritage Month, with get-togethers, Latin food, and learning about Latin and Hispanic heritage topping the list.

 Snapchatters will also be looking to support Latin-owned businesses, and on this front, specifically, Snapchat users are also looking for other brands to join in the event, and celebrate the Latin community.

"Nearly 60% of Snapchatters believe it is essential for brands to acknowledge Hispanic Heritage Month, but it is not enough for brands to engage only for one month. Snapchatters value long-term action."

Snapchat users also want to see brands creating content "that reflects the diversity of Hispanic and Latinx communities year-round", while they also want brands to promote community members in their promotions.

“More than half of Snapchatters want brands to avoid stereotypes and cultural appropriation, indicating a need for brands to carefully consider the content they share or promote. Snapchatters also value brands that are willing to take a stand and use their platforms for good, with 43% looking for brands to amplify Hispanic and Latinx voices and initiatives.”

These are strong indicators, which highlight the increasing cultural consciousness and inclusiveness within Snapchat. And also reflective of the younger demographics more broadly, as most studies have shown that members of Gen Z have called for brands to stand up on issues of culture, use their voice to advocate for minority groups, and other causes, so that it does its fair share to diminish division and anxiety.

Generally, it feels like we are moving to a place of greater inclusiveness, but the path forward, in places such as one saw last year with the #BlackLivesMatter protests, reminds us how far we still have to go in healing past wounds, and removing now-erected barriers.

That's why this kind of event is important for brands to show support and, in the case of Snapchat, it's increasingly relevant.