About a 5-minute read

U.S. Latinos generated $4.4 trillion in economic output in 2024.

On its own, that would rank as the world’s fourth-largest economy (2026 U.S. Latino GDP Report).  For stakeholders and those of us responsible for business growth, those figures raise a question worth bringing into our next planning discussion: how well do our investment and talent decisions reflect this opportunity?

Our guest, Eduardo Arabu, is an award-winning association executive and CEO of the National Hispanic Corporate Council (NHCC). His experience spans business, human resources, government affairs, and research. As a first-generation immigrant from Venezuela, he brings a personal connection to NHCC’s mission of helping companies strengthen their engagement with the U.S. Hispanic/Latino market.

The Latino market creates opportunities for companies to grow their customer relationships and develop their workforce. Understanding the economic contribution is a starting point; our business plans and investments deserve a closer look as well. As AI changes the work we do, companies and individuals each have a responsibility to prepare rather than wait for someone else to take the lead.

What could a more deliberate approach to the Latino market involve? Where do company support and individual initiative meet as AI evolves? And how do preparation and peer relationships help us contribute to new opportunities? These questions give us a starting point for examining our business plans and our own professional growth.

Bringing market knowledge into business decisions

Look at where your company’s resources actually go, as Eduardo recommends. A business or marketing plan may identify growth as a priority without directing investment toward understanding Latino customers. Where could a closer look at that allocation reveal an opportunity for your products, services, or customer relationships?

Understanding customers’ needs and wants takes more than directing a marketing message toward them. In Eduardo’s words, “Understanding our community, cultural competency, what can make or break your product within our community is an important thing to do.” What do we need to understand about the customers we want to serve, and who can help us develop that knowledge?

For those of us who are Latino, our Latinidad can complement our professional skills. How could your background and expertise help your organization understand a customer need or explore a growth opportunity? Eduardo’s invitation to embrace that strength connects our contribution to the community with our contribution to corporate performance.

NHCC offers companies research, insights, and access to peers with relevant experience. Eduardo describes a tailored approach: the support depends on where your organization stands. You may need to build awareness, engage internal stakeholders, or explore a program that supports a particular business objective. Your company’s priorities and commitments shape that work.

Sharing responsibility for preparation as AI evolves

Consider the different learning curves we experienced as computers, email, and the internet entered our work. Eduardo draws that comparison with AI readiness today: some employees begin experimenting quickly, while others need more time and support. His recommendation combines an enterprise strategy and governance with individual effort to understand, use, and lead with AI products.

I recognize the additional demand this places on us. We show up to work trying to fulfill our responsibilities, and now we also need to consider how our expertise must evolve. Waiting until we understand the entire future of work would leave us postponing preparation we can begin today.

As an individual, assess your own role. Which responsibilities depend on your human judgment and subject matter expertise? Where could AI help with repetitive tasks, and what skills would help you evaluate its work? Webinars and conferences are among the learning resources Eduardo recommends exploring rather than waiting for someone else to provide the training.

As a company, consider how you help talent make that assessment. When responsibilities change, where could retraining or a different role allow employees to apply their existing knowledge? Overseeing AI-supported work is one possibility Eduardo raises. What preparation would your talent need to contribute in that capacity?

For leaders, this creates a responsibility to understand where our teams are starting and what support they need. At ExecutiveBound®, we help leaders navigate this human side of change, where communication, alignment, and talent development influence whether teams can put a new direction into practice. Making technology available and preparing employees to use it requires attention to different parts of the work.

Developing the experience and relationships behind opportunity

Eduardo’s pillars for continued development include education, professional experience, skills, and a diverse network. Continuing our education can include certifications, online learning, and self-directed study alongside formal degrees. Returning to school as a nontraditional student shaped his own preparation. For us as experienced leaders, a different assignment, industry, or professional relationship can also broaden the knowledge we bring to our responsibilities.

Education gave me a pathway from the circumstances my parents could afford during my teenage years into a professional career in financial services and technology. Over nearly a decade of partnering with clients, I’ve noticed that many professionals do not always give personal growth the investment it deserves. If you recognize that in yourself, there is no blaming or shaming. Notice where you are in investing in yourself and what you can do about it.

Consider who knows your work, how they know it, and what you contribute to those relationships. Eduardo adds that, in addition to who you know, you should consider “who knows you.” A network needs attention before we need help with a business challenge or a change in our own responsibilities. His advice gives us a clear place to start looking beyond the colleagues we see every day.

“You should know who’s your peer across the street.” — Eduardo Arabu

We can become comfortable in our own organizational bubble. A counterpart elsewhere may approach a similar responsibility differently and help us see options we would not encounter internally. The NHCC’s peer network also creates opportunities for those exchanges among corporate leaders, including colleagues in human resources, marketing, and talent management.

That preparation supports more than a future job search. As our leadership responsibilities grow, our experiences and relationships help us contribute to unfamiliar work. I know from my own experience that wanting an opportunity also means preparing so we can raise our hand when it appears.

What’s Next?

We want to leave you with two questions to consider.

As a professional, what are you doing to gain the knowledge and preparation for the future of work?

As a company, what are you doing to take advantage of the world’s fourth-largest economy?

Our Continuous Elevation™ philosophy connects individual and team development with how we plan and execute to drive sustainable business results. If you’re examining how to prepare your leaders, strengthen alignment, or help talent adapt during change, let’s connect for a complimentary Strategy Conversation about your priorities and where executive coaching or leadership development could help.  You can always reach us at info@executivebound.com.

Watch or listen to “How to Tap into the Latino Economic Powerhouse with Eduardo Arabu” below or on The Dr. Ginny Show podcast for more of Eduardo’s perspective and experience. To explore the research and corporate resources NHCC offers, connect with him through the information below.

About Our Distinguished Guest

Eduardo Arabu is an award-winning association executive who has served as CEO of the National Hispanic Corporate Council (NHCC) since 2019. Under his leadership, NHCC brings together corporate leaders, including executives from Fortune companies and organizations, to exchange insights, share best practices, and advance strategies that strengthen corporate engagement and drive business performance with the U.S. Hispanic/Latino market. Through thought leadership, strategic collaboration, and meaningful connections, NHCC helps organizations elevate their workplace and marketplace strategies to unlock growth opportunities and competitiveness. To connect with Eduardo, email him at earabu@nhcchq.org and follow him on LinkedIn. To learn more about the NHCC, visit https://www.nhcchq.org/.

📩 Email: earabu@nhcchq.org

🌐 Website: https://www.nhcchq.org/

💼 LinkedIn: https://www.linkedin.com/in/eduardoarabu/