In this episode of The Chingona Chair, Lilia Arroyo Flores, Diana Leza Sheehan, and Alex Garza tackle a question many brands are asking: Should we pull back on Latino marketing during economic uncertainty? Their answer is a resounding no—and they explain why retreating now is not risk management, but relevance risk.

Tune in to hear:

• An exploration current Latino spending and how it is evolving as a volatile economy
• The hidden costs of cutting multicultural budgets
• How loyalty, resilience, and cultural fluency drive long-term brand success
• A playbook for CMOs to win hearts and market share with authenticity

Latinos hold nearly $4 trillion in buying power and are shaping the future of business. Brands that show up with consistency and empathy will own the recovery.