The Chingona Chair

In this episode of The Chingona Chair , Lilia Arroyo Flores, Diana Leza Sheehan, and Alex Garza tackle a question many brands are asking: Should we pull back on Latino marketing during economic uncertainty? Their answer is a resounding no —and they explain why retreating now is not risk management, but relevance risk . Tune in to hear: An exploration current Latino spending and how it is evolving...

In this episode of The Chingona Chair , hosts Lilia Arroyo Flores, Diana Leza Sheehan, and Alex Garza sit down with tech leader and investor David Olivencia, CEO and General Partner of Angeles Investors and Ventures. Together, they unpack one of the most urgent and overlooked conversations in tech: the role of Latinos in shaping the future of AI. From early adoption to entrepreneurial innovation,...

Welcome back to the Chingona Chair — where we celebrate culture, community, and chingona voices making an impact. In this episode, we’re talking all things Mexican Heritage Night with the Chicago White Sox — a powerful example of how brands can drive real business impact by authentically engaging Latino communities. Our guest, Roxy Delgado of Marketing Rox , shares how the White Sox are building l...

In part 3 of our Latino Freeze series, we unpack the tough stuff—who gets left out of boycotts, how fatigue threatens momentum, and what brands need to do if they’re serious about earning Latino trust. No fluff. No filters. Just strategy, stakes, and straight talk.

In this episode, we unpack the ripple effects on employees, minority-owned brands, and retailers caught in the crosshairs—because economic resistance is powerful, but it’s not always clean. We also explore ways to minimize the impact on small businesses while maximizing the pressure on the brands targeted through economic activism.

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.