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The Chingona Chair

The Chingona Chair

By: The Chingona Collective
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Latinos are driving the economy. The Chingona Chair teaches brands to connect and profit with culturally-rooted strategies, not clichés. Hosted by three Latina founders with decades of experience in brand marketing, corporate strategy, retail execution, and consumer insights, we highlight what companies are doing right and where they're missing the mark with Latino consumers—and why it matters to the bottom line.

2024
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Episodes
  • Exploring the Latino Freeze Movement from a Consumer Lens

    Exploring the Latino Freeze Movement from a Consumer Lens
    May 1 2025

    Latinos aren’t staying silent—they’re redirecting their dollars. In this episode, we unpack the Latino Freeze movement, the values driving economic activism, and the brands feeling the pressure. From backlash against Target to rising trust in brands like Costco and H-E-B, we explore who’s earning Latino loyalty—and who’s losing it.
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    40 mins
  • Introducing the Chingona Chair

    Introducing the Chingona Chair
    Mar 28 2025

    Welcome to The Chingona Chair. In this first episode, Lilia Arroyo Flores, Alex Garza, and Diana Leza Sheehan introduce themselves and share a bit about what brought them together. They then explore what to expect in upcoming episodes.

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    18 mins

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