Why Sol Trujillo’s L’ATTITUDE Ventures Sees Latino-Owned Businesses as a Growth Market

Trujillo has focused, since his return to the U.S. from Australia in 2009, on changing negative perceptions of Latinos in the U.S. Through the Latino Donor Collaborative, a nonprofit he co-founded in 2010, Trujillo is working to circulate data that can help convince leaders that they should invest in Latino businesses and appoint more Latino executives. The total economic output of Latinos in the U.S. was $2.8 trillion in 2020, according to a report released Sept. 22 by L’ATTITUDE. That’s a figure that is higher than the GDP of the U.K., India, or France, and one that he hopes will turn executives’ heads.
Source: Time