The Struggle Continues for Latino Businesses

1. The Struggle Continues for Latino Businesses While the entire globe felt the brunt of the pandemic in their pockets, it seems to be once again the local Latino business community were up for a much harder challenge than the rest. Yet, as the fastest- growing minority group in the States, these entrepreneurs persevered and survived the financial pressure of lockdowns, social isolation and severe restrictions to bring the spread of Covid-19 into a controllable state. How did they do it and what can the world learn from this hard-working and committed cultural group that is playing a vital role in the overall economic health of the nation? Since 2018, the team at L’ATTITUDE has set out to bring about equality for Hispanics in both the workplace and the world of entrepreneurial business. Through their business event networks for Latinos, they share vital information, resources and success stories that both inspire and motivate. It is at these events that you will hear how the Latinos, especially those located in California, persevered beyond what was expected, to pull through these financially challenging times and to grow into even greater success. One of the challenges they had to deal with was that they had far more restricted cash flow. Many of these business owners claim that their Paycheck Protection Program applications were unsuccessful and this took place at much higher rates than what many of the white-owned businesses in the state experienced. However, while you hear these stories that tell of struggles beyond compare to that of any other nationality in the country, you also hear a lot of hope. These business owners are adamant to make it work with or without help. Several Hispanic business owners stated at various events that took place as part of this business network, that the challenges that the pandemic brought opened new business channels to them. They were able to set up new sales platforms and strategies and the overall feeling was one of positivism. This is a group of business owners who are convinced that they will get out on the other side and they will do so stronger than ever before. It is this driven energy that makes the Latino businesses in the state as well as nationwide such a successful force. They are not only the largest minority group, but they are also making major contributions to job creation, the local financial state and an overall vital contribution to the local economy. Despite facing inequality when it comes to finding investors, mentors, advice and sometimes even only inspiration from their peers in the field, the Latino cohort is what is driving the New Mainstream Economy.

2. It is this driving force that the team a L’ATTITUDE under the guidance of Sol Trujillo and Gary Acosta has not only noticed but are actively supporting through various efforts. The effort that they are the best known for is without any doubt their annual Latino meetups. These events rely on advanced technology, allowing attendees from across the nation to join in at any time over the days that the event is running. Utilizing advanced technology, these attendees can enjoy interactive sessions and reach out to the speakers booked for the occasion. It is the perfect time to share stories, get advice and tips on how to make your business an even greater success after the challenges of the pandemic and how to access sometimes desperately needed finance, either to simply sustain your business and in other cases to grow. The inequality making the challenge of survival so much harder for the local Latino businesses is most likely what makes them such a powerful force in business, giving them the edge to survive the pandemic with success. About Us: At L’ATTITUDE our focus is on increasing the opportunities for Latino’s in the US. We provide events to give them access to much-needed resources, canvas for equality in trade and promote them as leaders in their fields. They are a growing group of entrepreneurs that contribute to job creation. Over recent years, the impact from this minority group, which is now the largest of all, grew substantially and as they make such a large-scale investment into the local economy, their contribution deserves proper recognition. Visit our website at http://lattitude.net your expectations. / and see how our team can support you to exceed