June, 2022

L’ATTITUDE 2022 is coming again to San Diego and registration is now open!

L’ATTITUDE 2022 is on the horizon, September 22 – 25 at the Grand Hyatt in San Diego. Now in its fifth year, L’ATTITUDE gives you a unique opportunity to engage with the leading and influential CEOs who will be at L’ATTITUDE to talk specifically about U.S. Latinos and the New Mainstream Economy. In a variety of live discussions over the four days of L’ATTITUDE, you will have the opportunity to learn from these powerful leaders, ask questions, and engage in discussions that can impact your success, be you an entrepreneur or a business executive.

Examples of the expected two dozen or more CEOs and business executives from diverse business sectors include:

• Brian Moynihan, CEO, Bank of America
• John Donahoe, CEO, Nike
• Tony Vinciquerra, CEO, Sony Pictures Entertainment
• Brian Cornell, CEO, Target

A wide variety of topics will be addressed, including the challenge to identify solutions to the issues our country faces in these areas. The following topics, as well as many others, will be part of our CEO discussions:

• Making Capitalism Work in the 21st Century
• U.S. Latino GDP impact on 21st Century America
• Marketing in the New Mainstream Economy
• Investing in Latina and Latino Entrepreneurs
• Supply Chain Solutions
• Professional Sports in the New Mainstream Economy

An analysis of our country’s economy over time has demonstrated that since the Reagan administration, there is a direct correlation between Latino immigration and workforce growth, consumer spending, and GDP. L’ATTITUDE is where business and political leaders, business professionals, business owners, entrepreneurs, and media come together to identify strategies and tactics for leveraging this economic insight into sustained growth of the American economy throughout the 21st Century.

Vacant Jobs mean slowing GDP growth.

The data from past administrations starting with Reagan and through our current administration show that as the growth in Latino immigration has declined, so has the growth of our labor force, which has also resulted in lower consumer spending and declining GDP.

Economic growth is limited by the number of workers and a rise in productivity. That is why the fact our country has over 11 million unfilled jobs should be of great concern. We have nearly two available jobs for every available worker, and more open jobs being created by retiring Baby Boomers. At the same time, the growth of our labor force has actually hit zero, which means the only readily available source of new workers is immigration.

U.S. Latinos are projected to account for 78% of all new workers between now and 2030. Even with the robust growth of the U.S. Latino labor force, without the immigration of new workers into the U.S., the number of vacant jobs will continue to increase. As a result, the latest numbers from Fed leaders is that the long-run potential growth rate of the U.S. is GDP growth of only 1.8%.

That is less than half of what our GDP growth rate was in the Reagan and Clinton years, for example. How we resolve our immigration issues with a strategy to grow our workforce and our economy will be a major topic of discussion at L’ATTITUDE 2022.

The Advertising Community is paying attention to the New Mainstream Economy.

Media, marketing, and advertising pros will gather virtually at the Hispanic TV Summit this month to discuss how to remain relevant to one of TV’s fastest-growing audiences – U.S. Latinos. Advertising leaders will discuss new technologies, partnerships, and strategies major brands are developing to reach this cohort.

A recent found that 61% of U.S. Latinos consider themselves NFL fans. How TV and media will use sports to drive Latino viewership has become a popular topic and what this might mean for overall brand marketing.
According to Nielsen, 43% of Latinos feel loyalty toward sports sponsorships and 41% are inclined to buy products offered
by the sponsors.

75% U.S. Latinos have purchased sports-related merchandise within the last 12 months compared to 62% of non-Latinos. Latinos also tend to use mobile devices to watch sports-related content. In fact, 24% of Latinos use a tablet to watch sports content while 27% view content on a smartphone, compared with 12% and 15% among non-Latinos.
From food and music, to television, Latino culture has made an immeasurable impact on brand marketing strategies. Companies who are continually positioning themselves in this market have gained popularity nationally, with television significantly expanding programming that targets and reflects Latino culture.

The keys to becoming an influential advertiser and marketer for U.S. Latino audiences will be among the insights to be gained at L’ATTITUDE 2022 in San Diego September 22 -25 as leading executives examine the New Mainstream Economy and the U.S. Latino cohort driving it.

Will U.S. Latinos turn up at the polls this November?

AXIOS recently reported on a study from Emerson College regarding Latinos and voting this fall. The story featured the results in Colorado where they found Latinos saying they may not
register to vote before November, citing discontent with both parties and the economy.

The Emerson College project found that non-registered Latino voters in Colorado were split over whether their vote would make a difference, with 41% revealing they believe it will not change anything. The highest share of those who hold this opinion are young Latinos 18 to 24. 39% of non-registered U.S. citizens said nothing could persuade them to register and vote, according to the study.

The new survey and focus groups show the challenges that Democrats and Republicans face long-term with one of the nation’s fastest-growing voting blocs. Around 30.6 million Latinos were eligible to vote in 2020, according to a City University of New York study.

Sal Pérez named the first U.S. Latino executive producer
of Sesame Street

For the first time in its 52-year history, Sesame Street has a Latino executive producer as part of its executive team. Sal Pérez is the new vice president and executive producer, replacing Ben Lehmann who stepped down after five seasons.

Pérez is a first-generation Mexican American with more than 14 years of experience producing international and domestic content for the nonprofit organization that is behind the popular children’s series.

In his new role, Pérez is responsible for overseeing the production and creative direction of the series and related domestic social impact productions, digital projects and themed entertainment experiences.

Throughout his tenure on the executive team, Pérez has produced bilingual content for many of the organization’s biggest social impact initiatives, including Sesame Street and Autism: See Amazing in All Children, and a public service announcement campaign to encourage participation in the 2020 U.S. Census.

Behind-the-scenes representation is critical as well as having Latino representation on-screen. That has been an achievement of the show throughout its history, which includes the hiring of Jaime Sanchez in 1970 as Miguel, the first Latino cast member on the show; Maria Rodriguez, played by Puerto Rican actress Sonia Manzano; the late Emilio Delgado, who played Luis Rodriguez on the show for over 45 years; and Rosita, the Mexican-American Muppet who was the first to be bilingual.