AP

"Nine times out of 10 those brands miss the mark and that speaks to the lack of understanding and knowledge of cultural authenticity," Varela says. "Everyone has good intentions but then they don’t have the knowledge or expertise or resources to really explore Latino and Hispanic culture."

Varela says this will begin to change when place like Fox News Channel invest in having Latino voices front and center to improve its coverage.

"We need people in these places who understand -- real voices in the organization," he says.