US Bank Presents: Real Good Podcast Preview

28:50And I think your voice is so prominent in that. I don't know if you give yourself enough credit for that. And you use data in your background in business and diplomacy. and I'm in bank like bankers love data which is why I always love you come and you like have so much important data to share and you back it up with such um such substance um it's just I just want to applaud you for that no but you know what I um I love data I totally yeah I've seen you give a speech where you drop like 10 statistics in two minutes she's the queen she's the queen of data but it's the patterns and this is what you understand but I think look this is the first time in my life in which I'm not against the current.

29:35So this is a right for me. This is amazing because if I look, for example, in public health or AIDS, people were dying. There was no hope. There was no vaccine. There was no nothing. And you had to actually keep the public giving and saying like, look, we have to continue, you know, like we have to continue supporting people and the countries were like starting to like voters and taxpayers don't want to give anymore. And, you know, like and everybody was running like chicken without heads, like the non-for-profits were on one side and tying themselves to the desk of the senators. And the churches were closing their doors saying like condoms are not allowed here.

30:16And, you know, like it was some madness. And all of a sudden I was part of and a witness of the beginning of, I think, that the new way in which developing is done, which, you know, like the Global Fund to Fight AIDS, Tuberculosis, Malaria was created. And we brought everybody on board from the pharma to the non-for-profits, the governments and everybody said like, OK, stop fighting everybody for your own little basket. How what are the one or two things that are going to make us win the battle against this virus? How are we going to beat AIDS? And we cannot do it independently. We have to do it together.

30:54So it was like a lot of months of actually fighting and saying until we came to the conclusion that all of us, regardless of where you are, regardless of what you believe in, even, we had to agree that we needed a medicine that was affordable for us and we needed for all and then we needed to fight stigma. And once we agreed on those two things, the world changed. and literally from the millions of dollars that we were able to raise, it became billions. And PEPFAR was created and the U.S. was incredible. And I was able to be part of the construction of something called Product Red, where you're able to bring the consumer into the picture and start looking at.

31:33So I think that it is possible to arrange when there's a number of, when something is urgent, you can't do it alone, but you have to do it in a way that is organized. So organizing, you know, like people to have one or two goals, I think that it is the biggest lesson that I've seen again and again throughout development. And I think that that's possible, actually, with the Latino community where, you know, we actually have to agree on every Latino has to have an equal opportunity. And we have to be seen and heard and valued. And you're able to convey a lot of players, whether it's corporate America.

32:09That's my biggest partner, by the way, corporate America. I believe that corporate America, if we are able to mobilize corporate America, Latinos and the country and corporate America are going to be better off in the next 10 years. But if we bring civil society, you being the government, you being the media, then if we can agree that we need to remove the cloud that is, you know, like covering the site for Latinos, if we're able to appreciate that Latinos are contributors to the country and you move them from invisible to visible, from negative to positive and from takers to makers, then everybody's going to be better off.

32:40So I think that that's where I'm a true believer that this is possible, that we're in the right, you know, like train. And I hope that, you know, like with being a marketer and a brand builder, bringing a brand to the equation, the way that, you know, Latinos don't have a brand and we have to be rebranded 100%. Okay. There's so much in there. Look at me. I'm furiously taking notes on my pink legal pad. You don't usually see the pink legal pad when we're on Zoom, Greg, but I never work without my pink legal pad. Data. So drop a few of your favorite data points on us. Oh, yeah. I love, well, here, let's lead with the mic drop about the GDP.

33:28Yes. So Latinos, we are the people, 62 million people, 20 % of the population today. And growing. And growing. 30 % tomorrow. So by 2050, Mark your calendars, everybody. By 2050, one in every three American will be Latino. Hello, hello, hola. Hello, hello, hola. Yeah, we got to learn Spanish. It's not only the people. It's one of my favorites. Yeah, I love it. I'm doing a picture. It's so good. So we are the people, we're the youth, the youngest of all, the 28 years old average. Wow. That's 10 years younger than the rest of the population. But I think that the data point that I love the most of the age is the mode, which is the most common, the most common age of Latinos, the most common age of 62 million people today is 19 years old.

34:13The most common age of non-Latinos is 61 years old. So that there is like wherever you had any doubts about where the future is, that's it. Okay, so stop. I think it's more like hello and hola, right? That's a lot of old people. No way. Okay, go ahead. That's so great. So we're the people, we're the youth, and we're the economy. P.S. When you say 19 years old, I just start thinking about voters. Can you imagine if all those young Latino people decide to vote in their own best interests, right? I mean, like every minute a Latino turns 18. So for the next couple of elections, there is no way a politician can win the vote, can win elections without Latinos.

34:57Not for this election, but the next one. Because of the age growth, there's no way that. You know, like we're 20 percent of the Gen Z, 29 percent of Alpha. So on the on the economy is two point eight trillion dollars the size of our economy. So we generate 12 percent of the GDP. That gives me the right to go out in the street and look at everybody in the eye and say, like, you're welcome for the 12 percent of your salary and your salary. And if you're a bank, you start looking at that GDP and the growth of the GDP of Latinos, which grows seven percent faster than China. So, I mean, China's economy is slowing down, whereas the GDP of Latinos is growing 7 % faster than them.

35:40Did I hear you say that that number would make the American Latino population the fifth largest GDP in the world if it were a country? That's right. That's exactly right. So it is larger than the UK, larger than Italy, than Brazil, than Canada. Absolutely. And the issue with the data is that it is very compelling when you're trying to understand consumer patterns and consumer behavior, because you start looking at this is not charity, this is growth. And there is from the Fortune 500 company, their growth in the next five to seven years depends 30 percent to 120 percent, depending on the industry where you are of Latinos.

36:21And I don't see those numbers invested in marketing projects, in advertisement, in educational projects and so on. And it is a quite simple formula. This is not like doing mole, right? Like a Mexican dish that takes three days. This is like a real quick scrambled eggs thing. Like you really need to understand where the future is. You need to have a Latino strategy, regardless of where you are. And then you have to start understanding that we're a group that is grassroots and community related. So you can't go for our wallet without going to our community. That's why the brilliance of Greg having these initiatives is incredibly paying off.

37:08He's going to take a little longer to pay off than just doing ads. But if you go to our grassroots, if you're investing in our future, if you're investing us in portraying us in a way that really depict us in a way that will make our grandmother's efforts being worth, then you're going to have our loyalty. And Latinos, if there's one value that we have, is that we're loyal. And because what really unites us, and this is the last data point that I would like to leave you with, is like what really unites us. And people are very, very clearly having like trying to access the Latino community. And it's hard because Dominicans are different than Venezuelans, Mexicans, Colombians.

37:46We don't talk to each other. We don't, you know. But what really unifies us is not language, is not religion, is not political affiliation. It's our desire to progress, to move forward, to achieve the American dream. So if you look at our values, we care about our community. and because we want to progress, you invest in our future. You invest in giving us the tools that we need so that we can set up our first business, so that we can have money to put scholarships in, you know, like in our bank, give us some banking scholarships so that we can go to school. If you understand that what we want is progress, then you understand that Hispanic progress is American progress.

38:27You want the same things that everybody else does in America. And I what I find so fascinating about what you just laid out for us is. Your Hispanic strategy is not a separate diversity initiative, like it actually is your growth strategy. Exactly. As an organization, like they shouldn't be separated in that way. Any company that wants to grow has to understand that they have to win with the Hispanic community in order to achieve its business goals, which is why we approach it as this notion of inclusive growth really is the business case for diversity. Like if we can honestly sort of set aside this notion that our work in these communities is a diversity initiative, but it is much more about how we as an organization are going to grow and it's embedded into the business as part of your normal business practices.

39:23You've got your overall business goal includes how you're going to win with with Hispanics and diverse communities. That's how we'll actually make progress. What has happened for too long is companies have treated it as if it's a diversity initiative and, oh, the diversity team's got it and we don't need to focus on it. If I'm, you know, running a business, those days are long gone. You know, diversity initiatives have failed for so long because we haven't made it a business imperative. And we haven't looked at communities like the Hispanic community and said, this is actually our growth strategy.

39:57It's a critical component. We're growing in California, as many of you know. We just completed an acquisition of a bank, union bank in California. And so when we look at California and talk about an economy, I mean, the economy of California is, you know, would make it alone one of the top 10 GDPs in the world. You cannot win in California if you don't win in the Hispanic community. And so that's not a Hispanic strategy. It's not a diversity strategy. It's a California strategy. Right. Because that's who the customer is. And so we've got to get past this notion of otherism, which you talk a lot about, Faith, and just make sure that all of these efforts become a normal part of our business strategy, but just who we are as an organization.

40:42But just to say on that, the issue is that from the Fortune 500, only 8 % have a Latino strategy or a growth strategy that is based on Latinos. So you have a vast majority of companies that are putting us aside. And that will mean that when they wake up, probably we will have gone the way that Latinos made the switch from Johnson & Johnson to Honest. because Honest was like Latina-led and, you know, like running, representing our values, you'll start seeing a shift. Latinos don't bark. We don't bite. But if we truly don't like something, we walk out quietly. So you will all of a sudden see a 20 % of the market drop out of your potential growth and actually be a reverse.

41:29Companies that are doing it super well, and I'm going to start including you. And again, you know, like I'm just your guest, But companies that are doing it super well do have a really deep understanding of the consumer market, the Latino consumer and our desires. Your values. Our values, but also our usage and how we are. CVS, for example, the pharmacy has started something that is very quiet. I don't know how many people don't know about this, but it's called CVS y Mas. And what they did was observe where population growth of Latinos, high concentration of population of Latinos with the lack of medical facilities or pharma facilities.

42:11And they established these pharmacies that are spoken in language so that, you know, like you don't have to have the kids go to the pharmacy and start looking at the medicines. And they started looking at the behavior of Latinos to serve them better. two examples. Latinas don't use internal protection. We prefer external protection. So they actually went to companies like Procter & Gamble and said like, look, I don't want Tampax. I want always. Which is counterintuitive to the rest of the drug, you know, like drug stores behavior. Their growth was 300%, of course. We don't buy detergent soap in small doses the way that you will buy normally in pharmacies.

42:51Why? Because we have multi-generational families. everybody grows like everybody comes and they wash together to talk and so on so they started actually selling 150 milliliters as opposed to 50 milliliters and the growth went there so that's when i mean you do need to have an understanding of your growth uh they started with 20 of these cvs and emas now they're like 800 they're gonna go to 2 000 of these uh stock or sales. And you start looking at that kind of understanding of the market, serving the market with, you know, like the food that we want. It goes back to being seen. We see you. Here's what you want.

43:31And it's good business for everybody. It's good business for everybody. And those kinds of insights and product design, when you start with that, with the Hispanic consumer in mind, and you design products and services based on the insights of that community, you actually see the benefits in other communities as well. Yeah, 100%. You are actually developing and innovating, which is the other business case for diversity, in my opinion, is innovation. But you actually capture more of the overall market as well, because those same insights are actually present in other markets as well. There are other people that want that 150 milliliter bottle who have big families.

44:11So when you start from that place, you'll see the benefits across all consumer segments. And you haven't asked me about what would be my dream in that space, but I'll tell you if you ask me, of course. What would be your dream in that space? Thank you. I want to ask as well. Just I don't want to be left out. What would be your dream in that space, Claudia? I think that the combination of Latinos be willing, like having a pain point of invisibility and having our driver being progress, I would love and having so much money on the table that were living as brands and companies. For me, the dream would be to have a Hispanic Heritage Month that is like Pride meets Halloween, where we see the entire country fire up, celebration of Latino stories, celebration of the Hispanic stars that you have in your own company, where a U.S.

45:00bank could actually say like, and here is Maria, and here is Pedro, and I celebrate the Hispanic star customers that I have. And that's why the Hispanic star, the brand that we're trying to elevate and build, could become almost like the rainbow for the LGBTQ and can actually generate the amount of customer loyalty, attraction, and also celebration and pride for Latinos that we're so desperate at having. So if you give it to me, Hispanic Heritage Month, Pride meets Halloween. Let's celebrate. Let's have it everywhere. Talking about the celebrations of Latinos. I do too. And having a stand where you say, I care for you.

45:34I see you. And the thing that I love about Pride Month is I feel like everybody's invited to it, right? You can be an ally, right? So I want to be included in that kind of celebration, right? You can stand up as a friend, as a simpatico, as an amigo. You can actually celebrate. And, you know, with the demographic numbers that I shared with you, if you're not a Latino today or you're not related to a Latino today, do not worry. You will be tomorrow. you will be 51 percent of the population data drop that was that was real here's what i want to ask you because because you are powerful with the data drops and you have this background as as a professor i mean you've done pr you and you can you've you advise people on how to market you're a professor of of marketing strategies for social causes if if you've just outlined I mean, all these positive stereotypes about your community.

46:34What's the PR campaign? Like, why? If you could be the nationwide PR consultant for all of American Latinos, what would you do? Why doesn't everybody know this good stuff? It will. We will. It will take us a little time, but we will get there. where I think that every brand, every company, every leader is going to be talking about Hispanics as stars, positive contributors to the country, understanding that America is made of stars and Hispanics are one of them, looking at us in an aspirational, celebratory way where we're seeing the contributions, the did you knows, the understanding. I think that if I could have it my way, I would have Latinos elevate their self-regard and the social understanding of Latinos.

47:21And I would have our main counterpart, which is Corporate America, be able to provide us a platform to celebrate us. So I would say that we've been Hispanic stars all along since the 16th century. But we just had a huge cloud in front of us that is covering this shine. So I think that it is a time for all of us to join forces and remove those clouds so that we can have Hispanics being able to shine and shine bright. Right. And in the same way we talked about your harnessing your loudness to help amplify the voices of others, you throughout your career, which has been itinerant, right, but always on this arc of helping people, right, always on this arc of flexing your power for the good of others.

48:06you have focused on highlighting people's narrative on storytelling. And you have I saw that you have this book series called Hispanic Stars Rising. Right. And I went I was like, oh, I wonder I thought you just published one book. And I went to the website and I think you're soliciting stories for Hispanic Stars Rising Roman numeral four. Right. Yeah. So so what what role does that kind of storytelling play? I think data and history, particularly for the Latino community in this particular marketing campaign, let's put it that way, data and history are going to be our best friends to make sure that throughout the storytelling and throughout understanding our own contributions to the country, our own power, we're going to be able to do the flipping the script, turning tables where Latinos are seen and are acting from a position of power.

49:05I just told you I can go out in the street and I look at everybody with the sense of like, you're welcome for the 12 percent of your salary. So if I can make every Latino have that shift instead of feeling like pobrecito, I just came to the country, don't understand. If I am able to see the translators as, wow, you were not pobrecito because your mom didn't speak English, it's like, wow, what an amazing girl you are that you were able to be a student, but also a translator. And with that mindset, you can probably be multitasking and doing everything. You're a natural leader. If we're able to power Latinos through data and history, through the creation of content, awards, books, radio campaigns, and everything that we can, then I think that we're going to be able to increase the unity and the pride of Latinos.

49:57And I think that that's the recipe for Latino progress, which, again, Hispanic progress is American progress. So is everything that you just articulated, is that what this organization you created, We Are All Human, is that what you do? That's all about, that's it. Okay, and so that's huge. And those are all big ideas. How do you do it? What does We Are All Human do? We mobilize and equip corporate America. We work with 320 companies to help them to get a Latino strategy in place so that they can engage genuinely with Latinos as employees, as the community and as consumers. On the other hand, we work with the 100 most important Latino organizations so that we can be singing from the same songs.

50:45We can be sharing the data. We have everything we need so that we can, you know, we can go and represent those 15 million or 20 million Latinos that each of those leaders represent. so that we can activate our goal of being seen, heard and valued. And I think that those two pieces in between the execution that we do is a lot of content, a lot of campaigning, a lot of mobilization. We go to places where Latinos have not been, that should be, like the United Nations, the World Economic Forum. We go with a delegation of Latinos to Davos. We are going next week to the Cannes Advertisement Festival with new data that we're doing with Nielsen and Paramount, you know, to equip marketers.

51:27And we're bringing a delegation of Latinos. We're going to the United Nations General Assembly to bring the Latino story to the global story because we just need to be in the room where it happens. If you're not at the table, then you're probably in the menu. And I don't want to be in the menu. I want to be part of the conversation. So that's what we're doing. And for the bank, a big part of our partnership with We Are All Human was signing the Hispanic Promise back in 2019, I think. That's right. One of the first. What is that promise? We were one of the first. It's a promise faith to make sure as an organization we are committed to promoting, retaining, recruiting, promoting, and retaining Hispanic executives in our company and developing unique programs to develop leadership skills.

52:20and what's come out of that in addition to a number of the initiatives we've talked about is we started hosting a Hispanic leadership summit which we are having in August where we bring together the top 150 Hispanic leaders in our company and our CEO and our entire management committee comes and we do leadership development, we do community building. And we also notify the managers of all these leaders because we all know the biggest barrier to advancement in any company, any situation, and people don't leave organizations. They leave their managers, you know, that whole notion. So we want to make sure that their leader is actually bought into their development as well.

53:06And so this is not about fixing our Hispanic leaders in the organization. but it is providing them a unique experience where they get to communicate, be in a room with each other, but they get to be in a room with the top leaders in our organization. As I said, our CEO kicks off the whole thing. He does a whole panel on leadership and career. Our entire management committee participates, and it's just a wonderful couple of days where we bring in different parts of the bank to sort of help these leaders better understand what does development look like for them. They all leave in their assignment out of this.

53:39So the follow-up action to the Leadership Summit is always a development plan, is to make sure that every individual has a development plan that's bought into by their manager so their manager is invested in their success as well. So these are the kinds of things that come out of the Hispanic Promise that our CEO signed back in 2019. And that's the dream of an organization like ours that is willing to mobilize and equip someone like him in a company like theirs so that they have all the elements, the data, the navigation with confidence so that you don't have to like, oh, in this council culture, can I say Latino, Latinx?

54:20and we just equip with everything you need. And their support allows our organization to be able to do toolkits and to further the Hispanic promise and the framework. Pretty much, I think that the Hispanic promise is the overarching framework that will allow corporate America, because every one of the Latin organizations is behind it, to say, I belong. And so I think it is going to become a certificate. The way that you have the little molar on the toothpaste when you go, it's like a stamp by the Dentist Association. I think that the Hispanic promise will become a symbol of, this is a company that I can come in and work because I will be able to be welcomed.

55:03This is an inclusive environment for Latinos because you made a promise to us and you're abiding it. And so I think that that's where, you know, like it becomes a win-win for everybody. This is like his actions are a win for Latinos, are a win for the company and are a win for the country. Yeah, just another little piece of data, a little nugget I got from you. Diverse companies are more profitable by 35 percent? Yeah, if not more. Yes. Yeah. That's a stat. Actually, McKinsey's been studying that for years. As my friend Greg would say, hello. Hello. Right. I mean, and I think equally as important to what the stat is, it's why that is.

55:46And if you think about it, yes, diverse companies are more profitable because they make better decisions. They actually have discussion and innovation. They're more creative. They're more innovative. They're serving diverse markets. So they're able to actually meet customers' needs more effective. Yeah, the stat is great, but the reason behind it is where I think we have to have much more conversation. And I think that the other side of that coin is the risk. that unless you take action, the cost of inaction is that 76 % of Latinos do not feel that they can be themselves at the workplace. So if you're Jorge, you have to pretend to be George when you come to work.

56:27Right. And you bring yourself at home, you leave yourself at home, you come to work with someone you have never met. Yes. And you are like trying to, you know, like assimilate and be part of a company which probably will leave the best of you outside. So your passion, your, you know, like incredible loudness, your commitment, your enthusiasm is going to be gone and you're going to like pretend to be a robot out there. And that is probably going to cause not only disenfranchisement and low effectiveness, but also a revolving door for companies. Because if someone is like showing your leg outside saying like, you can be yourself here, you're probably going to leave even if you don't want it.

57:04And this is so true. A couple of years ago, I went to the Cannes Advertisement Festival and I am like, Like I've been there forever. And it took me even a couple of years to even be awake that there were no sessions on Latinos. I am a Latina activist. And I even going there, I was like, wait, wait, hello. And so I created the most, the first ever Hispanic session in the Cannes Advertisement Festival. And it was a packed room. And, you know, like all the bigwigs of the Latino market and so on were there. and Mark Pritchard, the chief marketing officer of Procter & Gamble, $6 billion in his advertisement budget.

57:47All the media are like, Mark, Mark, Markito, you know, like, and so on. So they all, everybody wants, you know, like, probably like the client of the century. Yeah. So we started the session with Mark saying like, hi, everybody. Thank you for being here. My name is Mark Pritchard. But my real name is actually not Mark Pritchard. It's Nikki Gonzalez. I just never wanted to say it because I was scared that I was not going to be able to be where I am. But I don't want any more Nicky's pretending to be Marx and any more Gonzalez pretending to be Preacher. So I'm going to put my money where my mouth is.

58:18I'm going to put my money where my mouth is. I have never heard this before. That's powerful. Three years ago. Do you know the amount of people that have doubled their application to come and work on Procter & Gamble because of that? Do you know the number of people that feel they can have an accent and could speak where before they couldn't because they didn't want to be, you know, like this corner because of their accent because of that one moment. So if we can have, you know, like more role models and leaders because of the Hispanic promises allowing you to understand that having role models and having seniority is going to give you more representation all the way through is really what I think it is, what World Human is all about.

59:05Our lead board director is Hispanic. So if anybody's listening and that helps you want to work at U.S. Bank, you know, I just want to throw that out there. Roland Hernandez, our lead director, is Hispanic. Amazing. Have you had moments when you've been talking to a small group or one-on-one with someone who is Latino and you've shared some of these statistics to someone who hasn't previously known them or felt empowered where you see a light go on for somebody? Yeah, all the time. And look, when I moved to America nine years ago, I felt quite weird about, one, the discrepancy between the data that I was reading and the reality that I was living.

59:53I was like, wait, why are we so powerful on paper, but so weak in our reality? Why are we so big in the numbers? And so quiet. Latinos feel so small. Because when I spoke to Latinos, they were like, no, no, no. And I was like, wait, it doesn't make sense. But also when I went to the streets, when I was looking at the lobbies, when I was like having a coffee in a restaurant and I recognized the Latino, I was like, hola, amigo. And they were like, oh, hello, hello. Me no Spanish. And I was like, what do you mean me no Spanish? You're from Mexico like me. I can hear you. I can smell you. And it was like a denial.

1:00:32And they wanted me not to discover them as Latinos. And that has changed so dramatically in nine years. We're about to launch our Hispanic Sentiment Studying, the Cannes Advertisement Festival, where we were able to measure that incredible trend to Latinidad that has happened from the last five years, where we measured in 2018 and we're releasing the 2023 results. And despite COVID and despite, you know, like political affiliation, despite everything, the proudness, the pride of Latinos is growing so dramatically. Latinos are embracing their language by 14 points. Latinos are, you know, like are by far more, that waiter that eight years ago didn't want to say hello to me, will seat me first because I'm a Latina in a restaurant.

1:01:18That person, you know, like that didn't want to say, my name is Nikki Gonzalez if I'm a preacher. It's taking out their mask. So for all brands and for all the audience and for everyone, pay attention. There is a trend happening. There's something on there, you know, like you feel it under your feet, that Latinos are willing to come out. And because of our numbers and because of our education and because of the campaigns are working, I think that we're going to be able to witness how this generation might be the last generation that is put aside in that way, that is not seen, not heard, not valued.

1:01:55And we might be able to see the next one generation, like my daughter's generation, where they will be fully seen and fully paid and fully recognized. Being able to go to a bank and say, like, I want to be your client. I want you to, you know, like I want you to. You're lucky to have me. Right. Exactly. You're lucky to have me. This is why you say, I love this quotation from you, the world is getting browner, more feminine and with a bigger heart. Sounds good to me. It is, though. It is happening. It is 100 percent the case. And I think that when you start recognizing not only the population growth and the trends like in demographics, the movement, people in movement, whether migration is tough or not, you know, like people are on the move.

1:02:42So that will continue being the case. But I think that what you can totally see is that the trends of young people be willing to be more fluid and more respectful of the self and how much you're not going to tell me that I can be Latino here and not Latino here or that I am, you know, like in every sense, the fluidity of the self in the younger generations is more and they are paying attention and the consumer democracy is there. I will open my wallet to brands that I have an affinity with my values. If you're bad to someone, I won't buy from you. I'll buy from someone else. And if you're a good company, I'll buy from you.

1:03:24And I'll actually sacrifice my salary to work in a place where I feel that I'm giving purpose. And, you know, like where gender matters, where, you know, like where acceptance is the name of the game. So the world is browner, more feminine, with a bigger heart. I can't believe that you have all these quotes. It's amazing. You're like the most incredible. Look, I get it tattooed right here. But it is not only that's the case, but also I think that that's their smart case because diversity and inclusion is here to stay. It will be the flag, whether it's called that way or something else, it will be the flag that will lead growth in the next decade.

1:04:02the way that sustainability was for 20 years ago, regardless of the anti-ESG, anti-DEI, all these efforts, you know, like all these things are just bumps in the road where the consumer wants to be able to be themselves and be appreciated for all their selves, all their diverse and beautiful selves. You can't stop what's inevitable, which is the diversifying or browning of the population of our country And I wonder if you have experience, Claudia, or any thoughts on, you know, one of the things that troubles me about the work of DEI sometimes is when the diverse segments, you know, we think about Black and Asian, Hispanic and others, that there almost feels like at times there's this race to not be on the bottom amongst groups in that there should be more solidarity between communities.

1:04:59Have you had experiences where we've been able to bring communities together and work in collaboration more holistically as diverse communities to say, hey, like, we're actually better together and we actually, you know, can make more progress in working more collectively? Yes. And I do think that that starts with, again, the listening and the understanding. Look, in this country, there's more tortilla sold on bread. There's more salsa sold on ketchup. Is that true? Yeah. And that's been the case forever. But if you look at that trend, you might also go a little step further ahead and say like, wow.

1:05:40But what does that mean for an 80-year-old lady that lives in a maybe border town where she goes to the store and she doesn't find her bread anymore? And she doesn't look at anybody and she doesn't understand why the world is not what it used to be before. And if you're not empathetic to that reality, too, if you don't understand that at the end of the day, this change that we're all feeling affects us all and creates fears on everybody on the is the world that I know is going to stop. Am I going to be like left behind? And then then you're going to get into these fights of different groups. But I do think that if you understand that we are all human and that if you have a little bit more understanding that there is such a risk of creating a sense of the otherness, then you want to bust those bubbles and make sure that you do understand the 80 year old lady that wants her bread.

1:06:37And there's no more bread, there's tortillas. And that, you know, like at the end of the day, we are by far more connected than not. If I tell you just data-wise, Latinos, there's, you know, we're 62 million people today, but one in every three African-American is a Latino. So that makes 15 million Afro-Latinos. Did you know that, Greg? I didn't know the stat, but I mean, the one thing about this, right, like it's not a race. It's not a race. Right. But it is. It includes all. But then one in every four Native American is a Latino. Latinos, 22 % of Latinos identify as LGBTQ. So when you start looking at different groups, you're like, well, that's everything.

1:07:17Right? Like that's pretty much everything. The number of disability, like the percentage of disability within the Latino community is high. So it is almost like trying to understand that there's no way that you can win a race because there's no race. And there's no one seat at the table because there's no table. There's only a country full of opportunities for everybody if we support each other. If we take the access code when we need it and we share it with others, if we're able to understand the intersectionalities, then we're better off. That's why I love you even more. Because the film that you did yesterday of translators is done by a non-Latino, telling a Latino story, supported by a company, you know, like a company that happens to be lucky enough to have a leader like you that is seeing my community without being yours.

1:08:07That's why I was asking you before, like, is your wife Latina? Like, I'm trying to understand, but I shouldn't have to try to understand. I should be able to see that that's what we do and that that is going to be, again, a win, win, win. Because just like on language and what you did on the film yesterday, we need more institutions going on language to translate as opposed to kids translating our banking, our finance, our legal, our medical. term so that we don't have to rely on our children being bored and 11 million children being bored and with that. But that's a huge business for you. That's an incredible opportunity if you know that, you know, like Latinos identify language.

1:08:51And if you're a Latina of 50 years old, the likelihood is you don't speak Spanish. 30 % of Latinos do not speak Spanish because their parents were like, mijo, assimilate, don't speak the language, pretend you're not. And the 50 year role now is taking Spanish lessons. So there's an incredible trend to language. There's an incredible trend to Latinidad and institutions like yours are doing the smart thing, but doing it the good way, you know, like the way in which you're not going to see us, which is by intersectionality, lifting each other's up and being able to do the marketing that matters to us, the marketing that works with us, which is the trust marketing.

1:09:28Claudia, I saw some kind of video you made where you talked about living by the 80-20 rule, which is 80 % planned, 20 % unplanned. This ratio today, I had so many more questions planned, but we didn't need them. Like this, this conversation and the data drops and the stories was exactly what we need to illuminate your work, the fact that we're all human. I'm going to throw a Yiddish word at you, since I'm sure you speak Yiddish as well. You're a mocker. You know that word? Yeah. Yeah. You know that word, right, Greg? I don't. It's also German. It means you're a maker. You're a baller. You get stuff done.

1:10:11Yeah. You're a mocker. If you want to sound really Yiddish, give the ch. You're a mocker. Yeah. Yeah. So I don't have all your languages, but I will say gracias and And grazie and merci. And what else? Spasiba. You got any others? I think, oh, I used to know how to say it in Polish too. Do you know that one? No. Junkoja? Junkoja, I think. Dankeschön. Yeah, all of them. And I'll throw in shalom because that's all purpose. Yeah, well, it's exactly like shalom. It doesn't matter. Yeah, exactly. Ciao. Thank you. Thank you. Thank you for sharing these stories. Thank you for your good work. And thank you.

1:10:51I've never seen anyone so prepared like you. You're like literally a combination between detective, researcher, journalist, like a shrink. Greg knows I'm also an approval junkie. So I will take your approbation, absorb it, sweat it out. Thank you. Thank you. Thank you for being here, Claudia. Oh, thank you so very much for having me. Thanks for listening to another episode of Real Good. If you like what you heard, subscribe anywhere you get your podcasts. We'll see you soon.

1:11:28This podcast was paid for and produced by US Bank. The editorial staff of CNBC had no role in its creation.