We Will Prevail
By Nicole Quiroga, President and CEO
Greater Washington Hispanic Chamber of Commerce
I have a question.
Are we there yet? There we were--piling into our 1972 Ford station wagon as we
embarked on our family vacation to Walt Disney World. It was
1978. I sat in the back next to a cooler filled with snacks for the
¡Punto Final!
road including guava and cheese squares, sandwiches de miga, dulce de leche,
Doritos and a bottle of Colombiana.
My grandmother was rushing around the house gathering emergency
items: her rosary, her knitting supplies, a crinkly bag of Giant-brand jellies
and handkerchiefs.
Once en route, we did what every family does on a road trip pre-internet:
we sang songs, played games, recited the capitals of all the countries in
Central and South America and begged Papi for McDonald's hamburgers. All as
we shouted the four words without which any trip is truly complete: are we
there yet?
...I blinked my eyes as this flashback abruptly ended… and I found myself
standing in front of a room full of financial corporate executives. In usual form, I
had recited the litany of data we are all familiar with to make the case that
Latinos are, without question, a critical part of the economic and social direction
of the United States, and they should be spoken to. Trying not to sound robotic
from the innumerable times I have said these phrases, I cheerfully recited the
facts yet again...."fastest-growing segment.....18 percent of the population…1.7
trillion in purchasing power…4.65 million Hispanic-owned businesses ……32
million eligible to vote…111.22 million Hispanics in 2060..” (I mean, come on!)
I had equipped myself with every possible fact and figure to convince
this group of professionals why they should know about, invest in, and
market to the Hispanic community. I clearly explained how the simple action of
communicating with this consumer group could grow their bottom line
exponentially. I finished my presentation and stood waiting for their
feedback. Crickets.
Over the last two years, I have recalled that moment many, many times, as
I watched Hispanic small businesses owners struggle to stay open, due to lack
of access to relief funding and connections with resources they needed. It
became obvious that we still have a long journey to go when it comes to
being addressed.
Given the massive impact Hispanic-owned businesses have on the national
economy, it’s imperative that the business community support this critical
segment. How? First, by creating a workforce that mirrors the diversity of the
community. Second, by communicating to this group in an intentional way and
finally, by identifying and supporting community-based organizations that
support underserved populations (this will help connect with many more
Hispanic consumers and small businesses). The Hispanic community is a
powerhouse, hardworking, strong and resilient, and I promise, by elevating them,
we will all weather this economic storm. We will get there.
To all small business owners, I applaud you. As the President and CEO
of the Greater Washington Hispanic Chamber of Commerce, I am humbled and
honored to serve you, especially now. Our Chamber’s team: David Diaz, Idaliz
Ortiz Morales, Grisel Saez, Veronica Cordova and Alma Alfaro-Laska are
warriors that spend each day working for you. Please walk hand in hand with
us. gwhcc.org
...After seven and a half very long and loud hours of driving to Disney, we
finally arrived. It was a beautiful day.
LS
Nicole Quiroga is the President & CEO of the Greater Washington
Hispanic Chamber of Commerce, a regional organization that provides
members with networking, advocacy and access to capital.
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