P&G Celebrates Hispanic Heritage Month 2023

Diligente! Hispanics Powering Progress.

Each year, P&G celebrates Hispanic Heritage Month (September 15 through October 15), recognizing the invaluable contributions of the Hispanic community – one we proudly serve as we seek to make lives better in small but meaningful ways, every day. We endeavor to celebrate Hispanic successes, better understand the diversity of Latinos in the U.S. and amplify the stories and voices of Latinx people.

P&G logo sits next to masthead announcing Hispanic Heritage Month from September 15 through October 15. Theme is Diligente: Hispanics Powering Progress. Masthead is next to a collage of images of various Hispanic people of different ages, skin tone.

Continuing Hispanic Progress
Our theme this year builds on our work from previous years — Diligente: Hispanics Powering Progress. Many of the Hispanic community’s values, including grit, resilience and an entrepreneurial spirit, are echoed in our company’s innovative culture.

Hispanic progress is American progress. And P&G continues a long history of serving and supporting the Hispanic community, together with our brands and partners.

Collage of images featuring male and female soccer players, as well as logos for the Capitanes del Futuro program, Major League Soccer, Amrak, P&G, and P&G brands Always, Gillette, Crest, Oral-B, Bain.

Developing Leaders with the Help of Soccer
In 2022, P&G brands — including Gillette, Always and Gain — partnered with Major League Soccer (MLS), leading soccer teams such as NYCFC, Inter Miami CF, FC Cincinnati and LA Galaxy, plus other stakeholders in the soccer ecosystem to launch Capitanes del Futuro. The program is built around the world of soccer, supporting Latino youth to become the next generation of Hispanic leaders by combining the passion for soccer with education, access to role models and career-building opportunities.

Animated logo of Capitanes del Futuro program features a blue character with arms raised and a red and white soccer ball.

Over the past year, the Capitanes program has expanded by nearly doubling the number of participating MLS clubs, getting support from other local Hispanic community organizations like HLX+ and media companies like TikTok and TelevisaUnivision.

In September 2023, Capitanes del Futuro launched a new and improved Gamified Learning Portal that takes Hispanic youth on a fun journey towards developing their leadership skills. This free program leverages the authentic voice of soccer stars and industry executives to provide priceless life lessons that reinforce the importance of Latino values for professional and personal success. Click here to learn more and to sign up.

The soccer industry offers at least 10 jobs off the field for every player on the pitch, yet often youth are not aware of these professional opportunities. That’s why to celebrate Hispanic Heritage Month, the Capitanes del Futuro program will partner with 11 MLS clubs (Inter Miami CF, FC Cincinnati, NYCFC, NYRB, Austin FC, FC Dallas, Houston Dynamo, Chicago Fire, LAFC, LA Galaxy and New England Revolution), to provide opportunities for more than 60 young Latinos in local communities, who will get to experience first-hand of different jobs within the club. This initiative is called Capitanes Power Up Day and the plan is to scale it next year.

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In June 2023, we extended our soccer involvement with Always and Concacaf, partnering to launch an industry-leading, hands-on education and mentorship program for women: the Always® Soñando Concacaf W Broadcast Academy. Currently, less than 20% of jobs behind the camera in soccer – a high growth industry – are held by women.
Animated logo for Always Soñando Concacaf Broadcast Academy, which includes a blue oval loop, black and white stars, and a blue and white soccer ball.

The Academy will provide training to upskill Latinas and other young women from diverse backgrounds for jobs as producers, directors and camera operators in men’s and women’s soccer. This partnership is the latest extension for the Always Soñando program, aiming to help women, especially those from minority backgrounds, to chase their dreams, and Concacaf W’s activities to bring greater gender equality to the game of soccer.

A tube of Crest brand toothpaste is featured, together with a bottle of Crest mouthwash, an Oral-B electric toothbrush and logos for Hispanic Star, Crest and Oral-B. Caption reads, "Quiz. Brush up on oral care with Crest & Oral-B."

P&G Oral Care Brands Help Support Diversity in Dentistry
P&G, along with The Hispanic Star and Crest & Oral-B’s Closing America’s Smile Gap, are partnering to close the representation gap that exists within the dental profession — especially with Hispanic and African American groups. Crest and Oral-B have donated over $150,000 in the last year to scholarships that support aspiring minority dental professionals (hygienists and dental assistants) that needed financial help to complete their degree.

Scholarship recipients are often the first in their family to graduate college, let alone pursue a higher degree. Through a partnership with the Hispanic Star — 15 scholarships were awarded at three different dental hygiene schools with robust Hispanic student populations. Crest and Oral-B believe that every child deserves the chance to have a healthy smile, including seeing a dental professional that looks like them and speaks their language.

This year, the P&G Good Everyday community will continue to support these dental scholarships. P&G, Crest and Oral-B also launched an online quiz in September to help further education on oral care. Visit P&G Good Everyday to take the quiz and to learn more about how you can help.

For more information on how we’re celebrating Hispanic Heritage Month this year, come back to our blog and be sure to follow us @proctergamble on Instagram and @ProcterGamble on Twitter.