In this powerful episode of The Chingona Chair, host Alex Garza is joined by co-hosts Lilia Arroyo Flores and Diana Sheehan for an intimate conversation with Dr. Elena Gonzales, curator of the groundbreaking exhibit Aquí en Chicago at the Chicago History Museum.

Together, they explore the exhibit’s origins—from student activism to cultural reclamation—and the stories of resilience, rebellion, and pride that define Chicago’s Latino communities. From quinceañera gowns to paletero carts, and from Indigenous language preservation to economic impact, this episode is a celebration of cultural maintenance and a call to action for brands, educators, and community leaders.

Tune in for real talk, bold moves, and a reminder that Latinos are not just part of history—we’re shaping the future.

In this episode, hosts Lili Arroyo-Flores, Diana Leza Sheehan, and Alex Garza dive deep into the reality of Hispanic Heritage Month 2025.

Why does it feel so quiet this year? Who’s showing up with authenticity—and who’s gone silent when it matters most?

We spotlight standout campaigns from Toyota, Modelo, the American Red Cross, and the NFL, and we call out missed opportunities from brands that could’ve done more. From culturally fluent storytelling to the power of representation, we explore what it really means to stand with the Latino community—not just in September, but year-round.

If you're a brand, marketer, or leader looking to grow with integrity in the Latino market, this is your wake-up call. No fluff. No filters. Just real talk from the Chingona Chair.

🎧 Tune in, take notes, and let’s build something that lasts. #LatinoVoices #CulturalStrategy #HispanicHeritageMonth #ChingonaChair

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.