Latinos aren’t staying silent—they’re redirecting their dollars. In this episode, we unpack the Latino Freeze movement, the values driving economic activism, and the brands feeling the pressure. From backlash against Target to rising trust in brands like Costco and H-E-B, we explore who’s earning Latino loyalty—and who’s losing it.

Welcome to The Chingona Chair. In this first episode, Lilia Arroyo Flores, Alex Garza, and Diana Leza Sheehan introduce themselves and share a bit about what brought them together. They then explore what to expect in upcoming episodes.