How Spanish fluency became a competitive business advantage

This segment of the population is having a major economic impact that continues to grow. For one, they have immense spending power – according to Gomez-Aguinaga’s research, US Latinos have an economic output of $2.8tn (£2.3tn). This group also owns nearly five million businesses across the country, which collectively generate more than $800bn (£655bn) in annual revenue. Latino entrepreneurs are quickly becoming the fastest growing segment of the US business population and a prominent source of economic activity for their communities and the US economy at large.

Their success is due in no small part to their bilingualism, says Gomez-Aguinaga. “Through our annual surveys, we have found that while the first language of most Latino entrepreneurs is Spanish, the vast majority of them are proficient in English and Spanish – and conduct businesses in both languages.”

This heightened presence of Latinos both in the workforce and as business owners is driving “increased awareness” of the need for Spanish fluency, says Carla Zanoni, 49, an Argentine-American immigrant now living in New York, whose first language is Spanish. Native fluency, says Zanoni, pictured at top, is especially valuable, as it enables people to tap into and understand “the incredible nuance and diversity amongst the US Latino population”.

Herrera says her heritage and life experiences have given her the opportunity to approach the work she does from an international and multicultural lens – which she’s found to be a sought-after skill. “Having lived, worked and collaborated with Latin America, I can bring nuanced and informed points of view, opinions and resources to the conversation.”

Meléndez Ruiz, too, has seen these benefits extend to her work as an entrepreneur. “My agency stands out because we navigate between worlds and are able to create integrated campaigns and pitch in Spanish, something that is actually not very common,” she explains. “I would say that we get many of our new business inquiries because of our ability to execute bilingual campaigns.”

The inclusion effect

Zanoni, who works as journalist, and recently held a senior role at TED Conferences, notes native fluency is helpful not only to her personally, but also has the potential to change work culture across industries by creating inclusive environments. “This extends beyond my ability to connect with other Latino colleagues,” she says. “It sends a signal that an organisation is willing to prioritise a truly diverse workplace.”

Herrera, too, has seen a positive change in her work environment in recent years, compared to her initial experience after moving to New York. Since moving into DEI consulting, “my heritage, lived experiences, bilingualism, international experience, global network and point of view as a Latina immigrant quickly became an advantage”.

She says other DEI professionals understand she brings a different and nuanced point of view – and company leaders now see her international experience as an asset. Indeed, inclusive organisations have advantages in business across profitability as well as worker satisfaction and turnover.

Compared to her middle-school years where she had to hide her Spanish tongue, Meléndez Ruiz has found that her cultural ties now confer a unique advantage. “I used to dislike living in between worlds. I think this is a feeling that can be felt by a lot of immigrants or children of immigrants. I never felt American enough or Venezuelan enough,” she adds. “Eventually, I realised that that was my power: living in the in-betweens.”

Ultimately, say experts, the booming US Latino population and growing numbers of Spanish speakers mean more employers will seek out applicants with Spanish skills in nearly every profession.

Still, Zanoni says there is always room for improvement with employers doing more work to understand diversity. “We come from broad and vast cultures and lived experiences that are united by one language, with different dialects, accents, vocabulary and we should be treated as a diverse pool of talent … Employers who can celebrate that nuance will thrive as the US Latino population continues to grow and drive business decisions.”

And the effects manifest beyond the business bottom line. For Herrera, receiving validation and support for her heritage in her workplace has made her feel a significant sense of belonging. She says, “I unapologetically speak Spanish in public now.”