Global business icon Sol Trujillo, Co-Founder and Chair of the Latino Donor Collaborative (LDC), sat down with Adsmovil CMO María Twena for a powerful conversation on the forces shaping business in 2025—and beyond.

As the only American executive to serve as CEO of three major market-cap companies across the Americas, EMEA, and Asia-Pacific, Trujillo brought more than just credentials to the stage—he brought a call to action. “This is not about diversity as a social program – this is about capitalism, about growth, about the future of American business,” he declared.

In an era defined by digital acceleration, AI disruption, and shifting demographics, Trujillo made it clear: The Latino cohort is not an emerging market—it’s the growth market.

Latinos now drive 100% of net U.S. population growth, account for $3.6 trillion in GDP, and represent the fastest-rising income and education levels in the nation. Companies that don’t act on this will lose relevance, customers, and market share.

A CAPITALIST’S GUIDE TO INCLUSION

Trujillo shared powerful examples from his time as CEO of US West, where he:

Replaced a Fortune 5 CEO on his board with Linda Alvarado to reflect customer diversity; implemented bilingual pay bonuses, despite union pushback—because, as he stated, “That’s not a social policy. That’s a competitive advantage”; Outgrew all peer companies by 2X, thanks to talent and strategy aligned with real market shifts.

To the marketers, strategists, and agency leaders in the room, his advice was clear. “Gather the data—but package it like you’re talking to a CFO or CEO. Tell the story that moves the needle.”

From Modelo overtaking Budweiser, to T-Mobile leapfrogging AT&T and Verizon, to Walmart retooling to take on Amazon, the evidence is everywhere: ignoring new market dynamics is not an option.

This September in Los Angeles, Trujillo and the LDC will launch Velocity, a premier gathering of CEOs, business donors, and decision-makers. The event will unveil new, benchmarked data that shows—in hard numbers—why the Latino cohort is the greatest competitive advantage U.S. companies have today. “This is not Stanford math? It’s second-grade math. If one group is growing and the other is declining—where would you invest?”