According to a multitude of several chief executives of Fortune 500 companies, the Latino community and Latino consumers across all platforms are not being accurately or respectfully represented.

For example, when Mana, a Mexican rock band, surpassed Britney Spears’ record for the most sold-out performances at Staples Center in Los Angeles, few media outlets chose to cover it.

Timothy J. Leiweke, president and chief executive of sports and entertainment firm AEG, believes that was a mistake considering that Latinos are making up a greater portion of ticket buyers. As a panelist at the U.S. Hispanic Chamber of Commerce convention recently, Leiweke echoed other speakers’ sentiment, “Media outlets and other large corporations need to recognize the Latino consumer.”

Leiweke said his company, AEG, is focused on “addressing our future majority marketplace” by marketing and promoting Latino events and sports teams such as the L.A. Galaxy soccer team that are heavily reliant on the “Hispanic consumer.”

According to the U.S. Census, “Latinos make up 16% of the population — expected to grow to 30% by 2050.”

Although Latinos generate upwards of $465 billion a year in revenue, less than 3% of corporations have a Latino member on the board of directors and more should be done to address the gap, said Javier Palomarez, president of the U.S. Hispanic Chamber of Commerce, which is made up of 3.1 million Latino-owned businesses.

“We need to be sure that Americans understand the contributions that Hispanics make to the economic recovery of our country,” Palomarez said.

Others share his sentiment such as Anne Shen Smith, CEO of Southern California Gas Company. She stated the corporation is actively working to expand and promote diversity within its executive ranks. These efforts have led to 14% of the top 50 employees at her company being Latino. However, some companies, such as Kaiser Permanente, have struggled with a lack of qualified diverse candidates. The CEO of Kaiser Permanente, George Halvorson, continues to encourage Latinos and Spanish speakers to consider careers in healthcare.

“Our company needs to be a mirror image of our community,” said Matt Rose, chairman and CEO of BNSF Railway Co., who sits on the boards of AT&T Inc. and American Airlines. “Until we are, we have to keep up the constructive dialogue.”

The invitation-only event was held at the Walt Disney Concert Hall in Los Angeles and hosted corporate executives, Latino business leaders and directors of Hispanic chambers of commerce from around the country.