Ashley K. Stoyanov Ojeda

The Latine market represents $3.78 trillion in purchasing power. Most brands still treat it like a campaign problem. It's not. It's a trust problem.

This session introduces the Ecosystem Entry Framework, Ashley k. Stoyanov Ojeda's original IP on how Latine consumers actually make decisions. The premise: Latine consumers are trust-loyal, not brand-loyal. Trust isn't built through a campaign; it's inherited through existing community relationships. If your brand isn't already inside those ecosystems, a billboard won't get you there. The result is a completely different way to think about Latine consumer engagement — not a diversity initiative, a revenue strategy. And while it's grounded in the Latine market, the same framework applies to any underresourced community a brand has struggled to reach.