SEPTEMBER, 2022
L’ATTITUDE 2022 Agenda Reveals Why L’ATTITUDE is in the News
L’ATTITUDE will draw national news attention with its impressive line-up of CEOs, celebrities, financiers, entrepreneurs, policymakers, medical leaders, and others. This array of star-power participants is unlike any other event in the country, which is also the largest business event focused on the New Mainstream Economy and U.S. Latinas and Latinos, who are driving the majority of economic growth in our country.
Last week’s release of the full agenda has attracted major media attention, including the Wall Street Journal, AXIOS, CNBC, MSNBC, Telemundo, Barron’s, MarketWatch, and many others. Nearly 7,000 business owners, business professionals, entrepreneurs, corporate executives, non-profit leaders, policymakers, educational leaders, financiers, medical and real estate professionals are expected to be at L’ATTITUDE September 22 – 25 in San Diego.
L’ATTITUDE has announced that several attendees each day will win an exclusive, lifetime memory opportunity of a personal photo-op with many of the featured world-class participants. It was also noted that the only way to win one of the coveted
photo-ops is to complete the significant survey that L’ATTITUDE will deliver to all attendees, the results of which are critical to helping the rest of America understand the priorities, drivers, and preferences of the U.S. Latino cohort.
The following is a preview of participants who will be at L’ATTITUDE 2022, which demonstrates why this event, now in its fifth year, has become a must-attend for anyone who wants to understand how to grow their business or profession from one of the most diverse and powerful line-ups of subject matter experts ever assembled for one such event. Among those participating is:
• Barack Obama, Former United States President
• John Donahoe, President & CEO of Nike
• Brian Cornell, Board Chairman & CEO of Target
• Tony Vinciquerra, Chairman & CEO of Sony Pictures Entertainment
• Lin-Manuel Miranda, Pulitzer Prize, Grammy, Emmy & Tony Award-
Winning Songwriter, Actor, Director & Producer
• Benjamin Odell, CEO & Co-Founder of 3Pas Studios
• Eugenio Derbez, Actor, Chairman, & Co-Founder of 3Pas Studios
• Anna Marrs, Group President, Global Commercial Services &
Credit/Fraud
Risk at American Express
• Dr. Marlow Hernandez, CEO & Chairman of the Board of Cano
Health
• David Kenney CEO of Nielsen
• Jay Sethi, CMO of Diageo
• Sara Goo, Editor-in-Chief of AXIOS
• Xavier A. Gutierrez, President & CEO of Arizona Coyotes Hockey
Club
• Raúl Alarcón, Chairman & CEO of Spanish Broadcasting System
• Almar Latour, CEO of Dow Jones & Publisher Wall Street Journal
• Esther Aguilera, President & CEO of Latino Corporate Directors
Association
• Pedro J. Pizarro, President & CEO of Edison International
• Rick Thornberry, CEO of Radian
• Ana Valdez, Executive President of Latino Donor Collaborative
• Mauricio Gutierrez, President & CEO of NRG Energy
• Rick Sanchez, CEO of Agua Media
• Maria Elena Lagomasino, CEO & Managing Partner of WE Family
Offices
• Fidel Vargas, CEO of the Hispanic Scholarship Fund
• Maria Teresa Kumar, CEO of Voto Latino
• Renato Scaff, Senior Managing Director, North America Supply
Chain & Operations Lead at Accenture
The Power of U.S. Latinas Continues to Grow
When someone says Latinas are crucial to our economy, it is not an exaggeration. Research has shown they make 80% of the purchase decisions in their households. But it’s their business savvy that has become a major factor in our country’s economy.
Latina-owned small businesses are the fastest-growing segment of the business community in the United States, playing a key role in fueling the New Mainstream Economy.
In the next two decades, U.S. Latinas will be nearly 1 of every 3 women in the U.S. and have a median age 11 years younger than non-Latina Anglo women. In other words, the role of Latinas in our society and in business is already important, but will continue to become even more so going forward.
That is why L’ATTITUDE is paying special attention to the U.S. Latina cohort in our country.
Without their full inclusion into our economy now, we risk America’s future prosperity.
At L’ATTITUDE 2022:
• You will meet U.S. Latina entrepreneurs who are creating
companies, products, and businesses that influence nearly every
part of our lives.
• You’ll hear from Latina owners of professional sports franchises
who are changing the game in a traditionally male-dominated
industry. You’ll be inspired by rising Latina stars in the media and
entertainment sector.
• You’ll help us celebrate the Most Powerful Latinas in America
presented in collaboration with ALPFA at our always-sold-out Most
Powerful Latinas Luncheon event.
From powerful U.S. Latinas who have made it to major company boardrooms and executive suites, to Latinas who have started smaller companies from yoga studios to cupcake shops, here at L’ATTITUDE is where you can learn from, be inspired by, and celebrate the women who are fueling our economy.
Target Corporation
appoints Grace Puma to its Board of Directors
Target Corporation recently announced the appointment of another powerful Latina to its Board of Directors. Grace Puma, who will also serve on the Audit and Risk and Infrastructure and Finance Committees, recently retired from PepsiCo, where she held the roles of executive vice president and chief operations officer.
Puma also served as senior vice president and global chief procurement officer at United Airlines, and held leadership positions at Kraft Foods, including vice president of global indirect materials and services procurement.
She was named to the Most Powerful Latinas Hall of Fame by the Association of Latino Professionals in 2021.
First Latina nominated
for California Supreme Court Chief Justice
Earlier this year Patricia Guerrero made history by becoming the first Latina confirmed to the California Supreme Court. Guerrero is the daughter of Mexican immigrants who earned her juris doctor degree from Stanford.
California Governor Gavin Newsom has now nominated Guerrero to be the state’s next chief justice. If confirmed, she would be the first Latina to serve as Supreme Court Justice. She could be leading the entire court system in California that includes 2,175 judges across 58 trial courts and 105 justices on the Courts or Appeal.
Guerrero, 50, would replace Chief Justice Tani Cantil-Sakauye, who is stepping down at the end of her term in January. Guerrero was active in the Latino Law Students Association and has previously done pro bono work, including as a member of the Advisory Board of the Immigration Justice Project. She assisted clients on a pro bono basis including asylum applications and protecting families in need by litigating compliance with fair housing laws.
In a press release from Governor Newsom, he said, “A first-generation Californian from the Imperial Valley, Justice Guerrero broke barriers as California’s first Latina Supreme Court Justice, enriching our state’s highest court with her insights and deep understanding of the real-world impacts of the Court’s decisions in the lives of everyday Californians.”
U.S. Latinos are the entertainment growth factor.
Why doesn’t Hollywood care?
Recent research regarding streaming in our country has shown that U.S. Latinos are more likely to subscribe to multiple streaming services than the average American. Horowitz Research found that 38% of Latino homes subscribe to streaming services compared to 29% of non-Latino households.
Latino subscription rates or 9% higher, on average, than among total U.S. viewers for services such as Netflix, Prime Video, Apple TV+, HBO Max, and Disney+. As reported earlier this year in this publication, U.S. Latinos have become know as our country’s “super streamers” who stream more content than any other cohort.
Yet, in spite of all that data, only 5% of lead actors in films and 2.9% in all new and returning television and streaming shows were Latino in 2020, as reported in AXIOS. To make this failure of programmers even more disturbing is that many non-Latino white actors have been cast in Latino roles.
In a recent survey of U.S. Latinos by L’ATTITUDE, 82% indicated they would be more likely to watch and subscribe to content that featured Latinas and Latinos. The fact that The Lincoln Lawyer, starring a Latino as the lead character, became the most watched Netflix program ever seems to confirm that finding.
So, the question is, “When will the entertainment industry move into the 21st century and capture the money they are leaving on the table by not engaging with the U.S. Latino cohort?”
At L’ATTITUDE 2022, September 22 – 25 in San Diego, that question will be addressed. In addition, new Latina and Latino talent will be introduced. This is a part of the agenda anyone interested in Hollywood will not want to miss.
100 million projected
to watch the Day of the Dead river parade and festival
The San Antonio Day of the Dead river parade and festival will be carried in a combined television and online streaming format with national partners NBC LX and Peacock, which along with Telemundo channels, will reach an estimated 100 million U.S. viewers, according to organizers.
The October 27 river parade will be featured in a Nov. 1 primetime broadcast that will introduce audiences to San Antonio’s music, heritage, and culture, said David Chavez, CEO of Kansas-based content creator Ingeñuity and producer of the broadcast. Actor Mario Lopez will be among the show’s hosts.
As quoted in the San Antonio Report, Mayor Ron Nirenberg said, “There is no city in the country that better honors our traditions, our complex histories and our ancestors than San Antonio.” Chavez added, “November 1, we’re about to put San Antonio on the map, and we’re going to put a lot of Hispanic faces in a one-hour incredible show.”
The 5th Annual L’ATTITUDE Event is this month
Clearly, the crucial source of growth in our nation’s economy is the U.S. Latino cohort. Now our country’s second largest cohort, these Latinas and Latinos are driving how we grow, compete, innovate, and defend our country. The disproportionate metrics make the data compelling, including this cohort’s economic growth rate being 57% faster than the rest of the economy.
Our nation’s unique differentiator versus other large economies is the U.S. Latino cohort’s productivity, youthfulness, and rate of entrepreneurship that outpace all other cohorts, as well as its optimism regarding our country’s future and its full commitment to The American Dream.
The ultimate benefit for our country is that this New Mainstream Economy will continue to grow for decades with the leadership of the U.S. Latino cohort. It is a cause for celebration as ALL Americans benefit economically and culturally from the continued growth and success of this cohort.
L’ATTITUDE is the only event in the country focused on the New Mainstream Economy and how our country can catalyze its continued growth and expand the prosperity of all Americans. Every business owner and business professional interested in learning about their own growth opportunities will want to be at L’ATTITUDE, September 22 – 25 in San Diego, California.