A few weeks ago, during a Digital Studio session, a Latina entrepreneur told us something that still echoes:
“My business isn’t just how I pay the bills. It’s how I show who I am, what I’m worth, and what I want to leave my kids.”
That one sentence says more than a thousand marketing briefs.
Because when we talk about Hispanic entrepreneurship in the U.S., we’re not just talking numbers.
We’re talking legacy, identity, mobility, and community.
We’re talking culture in motion.
Why should brands view Hispanic entrepreneurs as strategic allies?
→ Because today, the Hispanic entrepreneur is a cultural hub
→ A connector across generations, languages, and values.
→ A bridge between digital and local.
→ A generator of trust, not just products.
And the data backs it up:
- Hispanic-owned businesses grew 44% between 2018 and 2023
- 5+ million businesses are Latino-led
- $800B+ in annual revenue
- Only 1 in 10 have access to capital
- Yet 1 in 4 Hispanics dreams of becoming an entrepreneur
Sources: We Are All Human, Stanford SLEI, Brookings, USHCC
From consumer to creator: A shift in perspective
For years, brands treated the Hispanic market as a monolith.
But that mindset falls short when the person in front of you isn’t just a consumer they’re a creator.
Hispanic entrepreneurs don’t wait to be convinced. They’re busy convincing their communities.
They don’t follow trends they set them, based on lived experience.
They know their audience better than any CRM because they are their audience: Living in the neighborhood, speaking the language, decoding the invisible cues that shape decisions.
“Thanks to BOLD, we realized our branding wasn’t just a logo.
It was a way to tell our story as a family and a community.
Now, our clients see us differently.”
— Maria Blandon, Co-Owner, Stemma Craft Coffee, Orlando, FL
In Chicago, we helped a Salvadoran restaurant owner rebrand to reflect her menu and heritage.
In Orlando, we supported a Colombian entrepreneur in elevating his family business into a next-level digital presence.
Is your brand speaking from their world or just about it?
Connecting with Hispanic entrepreneurs means shifting how we design strategies, messages, and products.
It’s not just about tactics. It’s about co-creating meaning.
→ Do your channels actually build community, seek advice, and trade ideas?
→ Are you asking the uncomfortable questions?
→ Does your value proposition resonate in their context?
→ Are you offering support, or just visibility?
→ Do you see their story, or only their spending?
BOLD has walked this path with entrepreneurs in Orlando, Phoenix, Chicago, D.C., and beyond
With over 120 brands and entrepreneurs supported, BOLD has worked hand-in-hand with those who build more than businesses they build cultural bridges.
Our process doesn’t begin with translation.
It begins with a conversation.
The Hispanic entrepreneur is not a trend. They are a force.
And if your brand wants to show up, you’ll need to cross that bridge:
From translation to co-creation
From campaign to connection
From literal to cultural
Ready to build from the inside out?
