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I stumbled across an old clip of John Leguizamo talking about Latino representation. He was fired up, calling out the lack of recognition for our contributions and pushing for change. It got me thinking—how much do we really know about the power of Latino entrepreneurship?
We make up nearly 40 percent of new businesses in the US each year, generating over $800 billion in revenue. Yet, despite our impact, we still face barriers like limited access to funding, underrepresentation in leadership, and systemic challenges that make scaling a business harder than it should be.
Here’s the thing: we don’t have to wait for someone else to create opportunities for us. We can support each other, uplift our businesses, and build wealth within our own communities.
I know this because it’s exactly how my business grew.
When I started my consulting business, it was my community that lifted me up. They were my first clients. They shared my information with others. They taught me the importance of being open to connection and the power of embracing what makes us special.
That’s why I believe so strongly in the power of Latinos supporting Latinos. I’ve seen firsthand how transformative it can be.
So how can we continue this cycle of support? Here’s what we can do:
1. Buy From and Promote Latino-Owned Businesses
Our dollars have power. Instead of defaulting to big-box retailers or mainstream brands, we can intentionally support Latino-owned businesses. Whether it’s a local coffee shop, an online boutique, or a consulting firm, choosing to invest in our own community strengthens our economic presence.
And it’s not just about where we spend—it’s about visibility. Follow, share, and promote Latino entrepreneurs on social media. A simple repost, a LinkedIn recommendation, or a word-of-mouth referral can make a huge difference in helping a small business grow.
2. Build and Leverage Our Networks
Success is about not only what you know but also who you know. We need to be intentional about networking and mentorship within our own community.
That means:
- Connecting Latino entrepreneurs with investors and resources
- Creating mentorship opportunities for emerging business owners
- Building partnerships that strengthen and scale our businesses
We are stronger when we work together. Instead of seeing each other as competition, let’s collaborate and create spaces where we all win.
3. Advocate for Funding and Investment in Latino Entrepreneurs
Despite leading in business creation, Latino entrepreneurs receive less than 2 percent of venture capital funding. That’s not a lack of talent or ideas—it’s a lack of access.
We can push for change by:
- Supporting Latino-led investment funds and grant programs
- Encouraging companies and institutions to invest in Latino businesses
- Sharing funding opportunities with each other and being vocal about the need for more equitable financial support
And for those of us who have the means, we should invest in Latino businesses ourselves. Whether it is through angel investing, crowdfunding, or mentorship, helping one another secure capital is key to long-term success.
4. Embrace Digital Spaces for Growth
Social media, e-commerce, and digital platforms have leveled the playing field, allowing us to bypass traditional gatekeepers. Latino entrepreneurs are already using these tools to build brands, educate communities, and scale businesses.
We can amplify that even further by:
- Engaging with and share Latino entrepreneurs’ content
- Leaving positive reviews to boost their visibility
- Supporting Latino-led educational platforms and business resources
The more we engage, the more algorithms work in our favor, ensuring Latino businesses get seen and supported.
5. Create a Culture of Collaboration
Success is never a solo journey. If we want to see more Latino-owned businesses thrive, we need to create a culture where we celebrate, uplift, and empower each other.
We can do this by:
- Inviting a fellow entrepreneur to collaborate on a project
- Offering support, guidance, and referrals
- Sharing knowledge, whether it’s business strategies, industry insights, or funding leads
When one of us wins, we all win.
The Future Is Ours—Let’s Build It Together
John Leguizamo was right. We deserve more recognition, more opportunities, and more seats at the table. But we don’t have to wait for permission.
We’re already changing the game. The question is: How much further can we go if we truly support each other?
The future of Latino entrepreneurship is powerful, and it is ours to build—together.
Awilda Jiménez is a seasoned human resources leader with over twenty years of experience, including nearly a decade in the building materials industry. Originally from El Paso, Texas, she relocated to Florida to expand her expertise in workplace dynamics, earning a bachelor’s degree in psychology with a focus on industrial and organizational psychology from the University of Central Florida. She later earned a master’s degree in human resource management from Nova Southeastern University.
As the founder of HR Psych, Awilda specializes in human resources, mental wellness, and organizational development, helping businesses cultivate healthier, high-performing workplaces. She also serves as the executive director of women of LBM, where she is dedicated to advancing workplace excellence, inclusion, and leadership opportunities for underrepresented professionals.
