In this episode of The Chingona Chair, host Diana Leza Sheehan of PDG Insights is joined by Lilia Arroyo Flores of Digame Consulting and Alex Garza of AGG Consulting to unpack the seismic impact of the $4 trillion U.S. Latino economy. This isn’t a diversity conversation—it’s a business imperative.

Together, they explore:

• Why Latino GDP, income, and purchasing power are outpacing the rest of the U.S. economy
• How brands must evolve from outreach to co-creation with Latino consumers
• The risks of treating Latinos as a niche instead of the growth engine
• Strategic insights into media habits, lifestyle trends, and regional nuances
• The rise of Latino entrepreneurship and its implications for B2B marketers

From Bad Bunny’s record-breaking concert to the booming beauty and automotive sectors, this episode is packed with data, cultural insight, and bold advice for CEOs and marketers alike. If you're serious about growth, it’s time to stop translating and start immersing.

The Latino Donor Collaborative 2025 Latino GDP report served as a source of our numbers. You can download it here: https://latinodonorcollaborative.org/reports/the-2025-official-ldc-u-s-latino-gdp-report-part-one/

Viva la raza! Celebrate Hispanic Heritage Month by investing in Latino-owned businesses—and tune in for real talk, bold moves, and cultural strategy that matters.