L’ATTITUDE is a business-based national initiative focused on helping enlightened executives understand The New Mainstream Economy and the U.S. Latino cohort that is driving it. L’ATTITUDE is focused on changing the narrative of who we are as a nation and who the drivers of growth are for the next few decades.

The brainchild of international business executive Sol Trujillo and NAHREP Co-Founder & CEO Gary Acosta, L’ATTITUDE hosts a world-class slate of CEOs, celebrities, economists, educators, entrepreneurs, journalists, politicians, and industry influencers at its annual conference in San Diego, California. Here participants engage in open dialogue about the latest facts and data regarding America’s Latino Factor and the New Mainstream Economy.

“Latinos are propelling America’s Economy forward at incredible speed, and the population growth and productivity of American Latinos shows no signs of slowing,” says Trujillo. Businesses who recognize and tap into the buying power, innovation, and political and social capital of this rapidly-growing demographic are on track to generate billions of dollars in new revenue every year.


Latitude and longitude help us know where we are—and where we are going. Just what we need to navigate the New Mainstream Economy. L’ represents the rich and vibrant perspective of Latinas and Latinos.

Our goal is to give all Americans the advantage of seeing the world through a wider angle lens, which comes from understanding and living in more than one culture.