L'ATTITUDE

Your gateway to #TheNewMainstream Economy. Join the conversation about the FUTURE of media, culture, tech, politics and business. #LATTITUDEISEVERYTHING

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A note from L’ATTITUDE Co-Founders Sol Trujillo and Gary Acosta.

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TIME FLIES WHEN YOU HAVE L'ATTITUDE!

It's officially been a month since L'ATTITUDE 2024 - and we are
reliving all of the glory! Take a look. Thank you to all of our attendees, to our participants, and to our incredible sponsors.

YOU HAVE L'ATTITUDE!

#LATTITUDEISEVERYTHING #LATTITUDE2024

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🌎 Honoring Indigenous People’s Day: A Legacy Rooted in Latino Heritage 🌟

On Indigenous People’s Day, we celebrate the deep Indigenous roots within the Latino community, who have been part of this land for centuries, shaping America’s past, present, and future. Latinos—descendants of the Indigenous peoples of the Americas—continue to make an undeniable impact on the growth of the U.S.

As Sol Trujillo, L’ATTITUDE Founder, reflected, this land holds deep meaning for Latinos—his family’s story, like many U.S. Latino and Indigenous families, has been woven into the fabric of America for centuries.

With Latinos contributing $3.6 trillion to the U.S. economy and representing 25% of all youth under 18, Latinos are at the heart of the nation’s cultural and economic future. 💪🏽

Together, we will continue to honor this legacy. 🌍✨ #LATTITUDEISEVERYTHING #IndigenousPeoplesDay

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🎬 Bringing Epic Storytelling to Life: @Disney Producers at L’ATTITUDE 2024 🌟

Latino representation is changing the game in media, and at L’ATTITUDE 2024, Disney producers Gustavo Coletti (Las Amazonas de Yaxunah), Natasha Kline (Primos), and Yvett Merino (Moana 2) shared their journeys in bringing authentic Latino stories to the screen. These creators aren’t just pushing boundaries; they’re redefining what Latino visibility looks like in entertainment.

As Natasha Kline said, “This looks like my family,” reminding us that representation is about connection—seeing your life, culture, and stories reflected back at you. For Gustavo Coletti, supporting Latino artists is essential: “If there’s a Latino writer of children’s books, buy those books. Support those storytellers at every level.” 💯

The panel emphasized that Latino voices must be heard in all corners of storytelling—from children’s books to Hollywood films. Yvett Merino talked about her work on Moana 2 and the power of authenticity in creating stories that resonate worldwide.

Representation isn’t just about who’s on screen; it’s about who’s behind the scenes driving the narrative forward. These producers are setting the stage for the next generation of Latino storytellers, showing that when Latinos are in the room, the stories reflect the true diversity of our culture. 🌍✨

As these panelists proved, supporting Latino creatives goes beyond the big screen—it’s about empowering Latino artists at every stage of their careers to tell the stories that matter. 📚🎬

#LATTITUDE2024 #LATTITUDEISEVERYTHING

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🎯 The Future of Sports Consumption: Insights from Apple’s Eddy Cue 💪🏽

At L’ATTITUDE 2024, Eddy Cue, Senior VP of Services at @Apple, continued his conversation with Sol Trujillo on the impact of innovation in sports. Building on last year’s discussion at L’ATTITUDE 2023, they dove deeper into Apple’s commitment to the Latino cohort, which is younger, digital-first, and ready to stream. 📱✨

Cue emphasized Apple’s role in shaping the future of sports consumption: “Sports brings everyone together,” highlighting how Latinos will drive $1 out of every $3 spent on U.S. sports by 2050. With a clear focus on mobile and streaming, Apple is poised to meet this growing, influential audience. 🚀

Latinos aren’t just consumers—they’re shaping the future of sports and #TheNewMainstreamEconomy. 💯 #LATTITUDE2024 #LATTITUDEISEVERYTHING

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💼 Latinas Leading Corporate Boards—Monica Lozano and Nina Vaca in Conversation 🌟

On Latina Equal Pay Day, we spotlight two powerhouse Latinas—Monica Lozano and Nina Vaca—who took the stage at L’ATTITUDE 2024 to discuss how Latino leadership on corporate boards drives business success. Monica, a board member for Bank of America, Target, and Apple, emphasized that without a Latino perspective in every aspect of a company, long-term success is at risk: “If you don’t have a Latino POV, you will not succeed over time.” 💼💡

Nina, CEO of Pinnacle Group and board member for Comerica Inc. and Cinemark Holdings, built on that by sharing how time is the ultimate determinant of value: “Time beats timing every day. Invest in multicultural America today.” Both women shared a call to action for companies to invest in Latino talent not just for diversity, but for growth and sustainable business impact. 💪🏽📈

Their conversation underscored the importance of increasing Latina representation in leadership roles, especially on corporate boards, where decisions have long-lasting financial and cultural impacts.

On Latina Equal Pay Day, we acknowledge the contributions of Latinas who are not just closing pay gaps, but reshaping corporate America. Their leadership is key to driving innovation, economic growth, and a more inclusive future. 🌍🔥

#LATTITUDE2024 #LATINASWITHLATTITUDE

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🎬 2024 LDC U.S. Latinos in Media Report—Unveiling the Data Behind Latino Representation in Media 🎥📊

At L’ATTITUDE 2024, the release of the 2024 LDC U.S. Latinos in Media Report brought to light the glaring underrepresentation of Latinos in the American media and entertainment industries. Presented by Ana Valdez (President & CEO, Latino Donor Collaborative), Wayne Levings (CEO Americas, Kantar), and Camilo Becdach (Partner, McKinsey & Company), and moderated by Sol Trujillo, this session revealed critical insights into where Latinos stand in terms of media visibility—both in front of and behind the camera.

The report shows that while Latinos make up 20% of the U.S. population and 25% of those under 18, their presence in scripted shows accounts for just 9.8% of main cast members. The disparity is even starker in unscripted programming, where only 5% of host or presenter roles are held by Latinos—leaving a 75% representation gap. These findings highlight a missed economic opportunity, with the entertainment industry potentially losing out on $12 to $18 billion annually by not engaging Latino talent.

Latino audiences are significant contributors to box office success, making up 40% of domestic viewership for major blockbusters like Inside Out 2 and The Super Mario Bros. Movie. Yet, despite this economic power, Latinos remain vastly underrepresented in films and behind-the-scenes roles. As Camilo Becdach of McKinsey noted, “When you put Latinos in roles, there’s upwards of $18 billion in opportunity. Data matters, but action on that data is way more important.” 💡

A promising solution presented in the report is The Source, a premier database connecting media companies with Latino talent, aiming to dismantle the notion that Latino professionals are “hard to find” in Hollywood.

The 2024 report underscores that increasing Latino representation is not just about fairness—it's smart business. 💼 🙌🏽

#LATTITUDE2024 #LATTITUDEISEVERYTHING

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🔥🏆 Women in Sports: Latinas Leading the Charge & Shaping the Future! 💪🏽

At L’ATTITUDE 2024, the powerful rise of women in sports took center stage with Marissa Solis (Senior VP, NFL) and Diana Flores (Flag Football Ambassador) sharing their journeys and the growing influence of women in the sports industry. Moderated by MJ Acosta-Ruiz, the conversation emphasized how Latinas are breaking barriers, driving change, and opening new doors in sports and in business. 🏈✨

The session opened with NFL Commissioner Roger Goodell, delivering a personal message and advocating for Latinos and women in sports. The commissioner’s commitment to elevating Latinas within the sports world is a game-changer and illustrates his understanding of the power of The Mainstream and the importance of women in sports. His advocacy and focus on inclusion are pushing the industry toward greater representation, but there’s still work to be done.

Latinos currently make up 20% of the U.S. population, and according to new research unveiled at L’ATTITUDE from Bain & Company, they will account for $1 out of every $3 spent on sports by 2050. Despite this massive influence, 47% of Latino fans feel underrepresented in sports media. As Sol Trujillo noted, “Latino fans are loyal, ready to spend, and here to stay.” And, Latina women are key decision makers in all.

Andrea Trujillo, CMO of L’ATTITUDE and a former D1 athlete, has been a key figure in driving this conversation forward. Her efforts, first spotlighted on the L’ATTITUDE 2023 main stage, continue to open new intersections between business and sports, ensuring that Latina leadership becomes central to the future of the sports economy.

With this, the 2024 session with Marissa, Diana, and MJ brilliantly spotlighted women in sports; ensuring Latinas aren’t just participants but leaders in sports, media and business. And, we are just getting started.
🚀

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🎬 Recap: Separate but Not Equal—A Film That Will Shape Generations 🌟

At L’ATTITUDE 2024, we were given an inside look into the powerful upcoming film, Separate but Not Equal, starring Jay Hernandez and Adriana Paz. The creative and production team joined us to discuss the film’s profound impact on U.S. Latino history and how it aims to reshape perceptions of Latinos’ contributions to this country’s fabric. 💥

Led by Nicole Mejia (Director) and moderated by Jeff Valdez (Executive Producer & New Cadence Productions Partner), the session emphasized that this film, centered around the landmark case Mendez v. Westminster, will bring a pivotal story to the forefront. This 1947 case paved the way for desegregation in U.S. schools, challenging the “separate but equal” doctrine in California and setting the stage for Brown v. Board of Education. As Sol Trujillo put it, “This is so important to the history of our country.” 🎥

With Jay Hernandez and Adriana Paz leading, the conversation was clear: When this story gets the visibility it deserves, it will change the way America sees its Latino heritage—forever. ✨

#LATTITUDE2024 #LATTITUDEISEVERYTHING

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@UltaBeauty’s Bold Move: A Fireside Chat with CEO Dave Kimbell! 💥

In an exciting conversation with L’ATTITUDE Co-Founder Sol Trujillo, Dave Kimbell, CEO of Ulta Beauty, shared the innovative strategies behind Ulta’s industry-leading growth. From staying ahead of consumer trends to embracing innovation, Kimbell gave us a glimpse into what keeps Ulta on top. 💡✨

A key part of Ulta’s success? Focusing on the Latina market. “Our Latina guests are exceptionally loyal,” Kimbell noted. Ulta’s approach goes beyond just talking to their Latino customers—they actively involve them in every aspect of the business. 🙌🏽

Ulta also stocks and supports U.S. Latino-owned beauty brands like @Touchland, founded by L’ATTITUDE alum Andrea Lisbona, @BeautyBlender by Rea Ann Silva, and @RizosCurls by Julissa Prado. Kimbell emphasized Ulta’s commitment to helping Latino brands grow and thrive. 💄🌟

And the BIG news? Ulta Beauty is set to open its first international stores in Mexico in 2025! This move not only strengthens their U.S. strategy but also taps into a vibrant new market. 🌍

Ulta’s expansion is one to watch—welcome to #TheNewMainstreamEconomy!💥

#LATTITUDE2024 #LATTITUDEISEVERYTHING

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@ultabeauty’s Bold Move: A Fireside Chat with CEO Dave Kimbell! 💥

In an exciting conversation with L’ATTITUDE Co-Founder Sol Trujillo, Dave Kimbell, CEO of Ulta Beauty, shared the innovative strategies behind Ulta’s industry-leading growth. From staying ahead of consumer trends to embracing innovation, Kimbell gave us a glimpse into what keeps Ulta on top. 💡✨

A key part of Ulta’s success? Focusing on the Latina market. “Our Latina guests are exceptionally loyal,” Kimbell noted. Ulta’s approach goes beyond just talking to their Latino customers—they actively involve them in every aspect of the business. 🙌🏽

Ulta also stocks and supports U.S. Latino-owned beauty brands like @touchland, founded by L’ATTITUDE alum Andrea Lisbona, @beautyblender by Rea Ann Silva, and @RizosCurls by Julissa Prado. Kimbell emphasized Ulta’s commitment to helping Latino brands grow and thrive. 💄🌟

And the BIG news? Ulta Beauty is set to open its first international stores in Mexico in 2025! This move not only strengthens their U.S. strategy but also taps into a vibrant new market. 🌍

Ulta’s expansion is one to watch—welcome to #TheNewMainstreamEconomy!💥

#LATTITUDE2024 #LATTITUDEISEVERYTHING

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What an incredible week! While L’ATTITUDE 2024 has wrapped up, the conversations, insights, and inspiration are far from over. Latinos are shaping the future of business, media, and culture, and the power of our community was on full display throughout the event. 🚀

A HUGE thank you to everyone who joined us—attendees, speakers, sponsors, and partners—you helped make this experience unforgettable! 🙌🏽✨ Your voices, insights, and passion continue to drive the L’ATTITUDE movement forward.

This is just the beginning—stay tuned as we continue to share highlights and insights from L’ATTITUDE 2024. 💪🏽

#LATTITUDE2024 #LATTITUDEISEVERYTHING

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In a first-of-its-kind session, we unveiled the 2024 @LDCLatino Latino Youth Report™, shedding light on the powerhouse that is young U.S. Latinos. With 25% of all young people in America identifying as Latino, this cohort is rewriting the future of the workforce and consumption. 💥

The report highlighted their record education attainment, social mobility, and their undeniable drive to make their mark. For too long, this group has been one of the most untargeted and misunderstood, but now, decision-makers have the tools to better understand what motivates them, how they consume, and how to grow alongside them. 📊✨

This report is a game-changer, revealing insights that will shape the future of business, culture, and leadership in America. Don’t miss out on these visionary findings! 🔑

#LATTITUDE2024 #LATTITUDEISEVERYTHING

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#LATTITUDE2024, THAT’S A WRAP! 👏🏽

Thank you to all of our sponsors, speakers, attendees, and staff for making this weekend possible 🙌🏽💯 The Latino cohort is making waves, but this is JUST the beginning.

#LATTITUDEISEVERYTHING #TheNewMainstreamEconomy

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.@ileanamusa3 leads a panel of three powerful Latinas in business for our 2024 Latinas with L’ATTITUDE Brunch.

Sara Garibaldi, President, @BODENagency
Nora Aguirre, President, @NAHREP
Monika Mantilla, President & CEO, @Alturacap

#LATTITUDE2024 #LATTITUDEISEVERYTHING #TheNewMainstreamEconomy

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“Modern day Latinas are speaking up. They’re using their voices to exert power,” Garibaldi says. “Latinas today are making sure their presence is felt in many different industries and fields.”

#LATTITUDE2024 #LATTITUDEISEVERYTHING #TheNewMainstreamEconomy

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“Latinas are natural born leaders, hustlers, and achievers… and everyone in this room knows it!” —Sara Garibaldi

💪🏽👏🏽

#LATTITUDE2024 #LATTITUDEISEVERYTHING #TheNewMainstreamEconomy

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.@BODENagency just released a study on the state of Latinas in the U.S.

Latinas are one of the youngest and largest demographics with a massive purchasing power. However, they still face stereotypes.

“Our mission is to shift the script on how Latinas are represented in culture, society, and media,” says BODEN President Sara Garibaldi.

#LATTITUDE2024 #LATTITUDEISEVERYTHING #TheNewMainstreamEconomy

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It’s time for our annual Latinas with L’ATTITUDE Brunch 👏🏽💯

We’re showcasing the power of Latinas in business, entertainment, and sports.

Our final sendoff of #LATTITUDE2024 🙏🏽✨

#LATTITUDEISEVERYTHING #TheNewMainstreamEconomy

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“Choose something that is much bigger than you. Where you can’t see the world without it. What can we do so our kids see themselves represented in movies as a teacher, and even the president,” says AVENIDA Co-Founder Fanny Grande.

“We are trying to make this a lot easier for the next generation. How do we transform this and empower those that are coming after us.”

💯💯💯

#LATTITUDE2024 #LATTITUDEISEVERYTHING #TheNewMainstreamEconomy