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-breaki ...