Hispanics in the Next Five Years | OP-ED
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Hispanics are the largest, youngest, and fastest-growing minority group in the United States. We make significant economic contributions, representing 12% of the national GDP and 14% of the electorate. By 2050, 1 in 3 Americans will be Hispanic. Politicians will need Hispanics to get elected. Companies will need Hispanics to build a future-facing workforce and a network of suppliers. Businesses will need to engage Hispanic consumers to sell their products and build their brands.
It is in truly everyone’s interest to advance the progress of Latinos. The first five years of the We Are All Human Foundation laid the foundation of this progress and the momentum we’ve gained until today makes us even more ambitious for the years ahead.
In the next 5 years, we are focusing on three strategic pillars that come with a set of special key initiatives:
Our first strategic pillar is to mobilize and equip corporate America to engage genuinely with Hispanics as employees, suppliers, consumers, and a community. Latinos represent an incredible market opportunity for corporate America. Companies know they need a Hispanic strategy — for employees, consumers, and communities. And it begins with talent, where many companies struggle to attract, hire and retain Latinos.
During the Foundation's first 5 years, we successfully launched the Hispanic Promise — a pledge and a platform for Corporate America to prepare, hire, promote, retain, celebrate, and buy Hispanic. To date, the Hispanic Promise has been signed by more than 280 companies and backed by more than 29 Hispanic organizations across the country. A comprehensive action plan will be launched this December at the United Nations HQ during the Hispanic Leadership Summit where more than 500 leaders will be in attendance. The plan includes concrete goals, activities, outcomes, resources, and best practices to provide structured guidance for companies to advance their DE&I agendas, particularly for Hispanics.
Furthermore, once a year, during the Hispanic Promise Summit, we gather our corporate partners and community backers to foster networking, knowledge transfer, and community. At a local level and throughout the year, we also run capacity-building and networking events to strengthen the coordination of efforts.
In the next 5 years, we aim to have 70% of the Fortune 500 companies making a promise to Hispanics by signing the pledge; we aim to have one new million jobs registered under the Hispanic Promise site; and finally, we aim to increase by 50% the number of contracts for Hispanic Associations that are acting as a unified block.
Our second strategic pillar is to elevate Hispanics’ self-regard, identity, unity of purpose, and social recognition. As a community, we all know that our diversity is our strength. However, we also know that currently, we are fragmented and uncoordinated. Moreover, the lack of representation contributes to our sense of invisibility and the lack of unity decreases our power and agency. A staggering 77% of Latinos do not know our contributions, past or present, made to the United States. Furthermore, 90% of those who identify as Hispanic do not feel or act as part of a Hispanic community. Yet, despite our differences, the desire to progress is shared by all.
In 2019 we created the Hispanic Star Brand, a unifying symbol to shape and elevate our own narrative. We aim to position the Hispanic Star symbol in a similar way to what the rainbow has become for the LGBTQIA+ community. The Hispanic Star represents Latino empowerment, unity and pride. We are excited to see companies embracing the Hispanic Star as a symbol of their commitment, support and engagement with the community. To achieve this, we will continue with the creation of our signature content, campaigns, and resources to elevate Latino voices and contributions. These elements will come in different formats and will be distributed across diverse channels to a wide range of audiences. Through books, posters, infographics, toolkits. and publications, we will increase the visibility of Hispanics across industries and sectors using evidence-based campaigns.
In addition, we will continue to strengthen our convening power to celebrate, empower, and unify the community. Through the Hispanic Star Awards, Latina Equal Pay Day, the Hispanic Leadership Summit and the We Are All Human Gala, we will continue building a platform where Latinos can find one another, support each other, and become a truly unified community.
In the next 5 years, we aim to position Hispanic Heritage Month as a nation-wide celebration of Hispanic contributions to the country and mobilize everyone to continue supporting our progress. Similarly to the Product (RED) campaign, we aim for the Hispanic Star to become the symbol that businesses use in their products to demonstrate, not only their allyship to the community, but also their concrete actions and investments they are making to support it.
Finally, our last strategic pillar is leveraging an investment platform to match local needs with corporate objectives. For some time now, companies engage with people not only as consumers but also as members of a community.
Based on research about the key challenges we face as a community, we launched the Hispanic Sustainable Development Goals. We discover that Latinos’ greatest needs are to have better health, better education, better jobs, and better gender equality. We have also created the Hispanic Star Fund, a platform to match community needs with investments and programs that complement their brands and company goals. For example, during 2022, this fund helped us deliver 50 scholarships for Latino nurses, funded by P&G, Johnson & Johnson, and Tiktok in partnership with Northwell Health.
In the next 5 years, we want to see exponential growth in the investment and funding sources to the Latino community, effectively advancing the priorities of Latinos and accelerating our progress.
Importantly, we will keep bringing key issues and Hispanic leaders front and center to important global forums — Davos, the Cannes Lions International Festival of Creativity, and the United Nations General Assembly. We will continuously make our presence felt among critical audiences to motivate and activate community engagement. We know first-hand that bringing Hispanic leaders into conversations on the global stage can be transformative and highly empowering.
These next five years are about exponential impact. We are factivists, social change marketers, conveners, and facilitators. We are attracting advocates, allies, and attention to our community. We will drive change, not by tearing things down but by building them up. Our team is small and committed and we have both grassroots and corporate engagement. The time is right. We are determined. And we are organized for change. Whether you are part of a company or community organization, or just an individual raising your hand to volunteer, we invite you to be part of it. Together we will not only help Latino progress, we will help build the present and the future of America.
(*) Founder We Are All Human Foundation