Ana Valdez, as the President and CEO of the Latino Donor Collaborative (LDC), promotes the economic power of the Latino community in the United States. Valdez surprises business leaders when she introduces herself, as they expect to see someone different. She says, "This can be boring and a bit annoying," but at the same time, she takes pride in representing the Latino community and views this work as part of her job.
The Economic Power of the Latino Community
Using research and data from LDC, Valdez convinces business leaders on how to view their Latino customers. She reminds them that the Latino community in the United States has reached an economy worth $4.4 trillion. If this community were considered an independent country, it would rank as the fourth largest economy in the world.
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However, Valdez faces disbelief from some business leaders. She laughs and says, "Some people say, 'It can't be that my maid generates $4.4 trillion.'" These reactions reflect the challenges that Valdez and LDC face.
Ana Valdez's Background and Education
Valdez grew up in Mexico City and studied at Tecnológico de Monterrey. She then worked as a senior accountant at Nielsen, where she witnessed the power of market research to change the landscape of cities. Valdez immigrated to the United States in 1996 to work in the Clinton administration and has since relocated to Los Angeles.
Valdez's personal experience of feeling like starting over in America has also helped her empathize with the similar challenges faced by other Latinos. She says, "In Mexico, saying I went to Tecnológico meant something, but in the United States, this is meaningless to many."
Goals and Achievements of LDC
LDC was founded in 2010 to combat negative stereotypes about Latinos in the business community. This nonpartisan organization seeks to change business perspectives about the Latino community using market research. Valdez states that in conference rooms and executive offices, her message is simple: "Set aside Latino stereotypes and get rich, or continue them and fail."
She points to the growing popularity of Latin music and Mexican food and beverage brands in the United States, saying, "For decision-makers who know the numbers and follow the roots of today's pop culture, they will be well-positioned in the coming years."
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