Latino Entrepreneurs, Mexico, and the Market Opportunity Brands Can’t Ignore

For many entrepreneurs, success isn’t just about top-line growth. It’s seizing opportunities to break barriers and shape their identities as cultural and economic drivers. That’s especially true within the Latino community, where small businesses continue to power economic growth in both the U.S. and Mexico. But thriving in today’s marketplace requires more than determination and grit. On a practical level, it takes access to digital tools.

One of the biggest barriers for Latino entrepreneurs remains the digital gap. During the pandemic, many small business owners, particularly in underrepresented communities, found themselves forced to adapt overnight. They made a digital leap in three months, setting up e-commerce and learning video conferencing, that others took years to accomplish. Their determination highlights a crucial truth for marketers: to reach multicultural audiences, you must meet them where they are, not where you assume they should be.

Adaptation means more than bridging the digital divide, however. Global companies have traditionally viewed Mexico as just a source of inexpensive labor or materials. But today, it’s a hub for innovation, driving change not just in Mexico but worldwide. For brands, this means rethinking how they engage with the Mexican and broader Latin American markets, seeing them not just as suppliers but as partners and sources of influence.

In this new episode of The New Mainstream podcast, Israel Serna, entrepreneur and Partner Marketing Manager at Autodesk, shares how his work in digital education, entrepreneurship, and cross-border collaboration is reframing what it means to do business in a global, multicultural economy.

Meet Our Guest: Israel Serna 

Digital Marketing Strategist | Small Business Advocate | Bilingual Trainer & Speaker 

Israel Serna is a bilingual marketing strategist, brand consultant, and speaker with over 15 years of experience spanning tech, small business development, SaaS, and the design and interiors space. His expertise includes partner marketing, digital strategy, brand positioning, and content development—helping businesses and creators connect authentically with diverse audiences. 

Known for blending creative vision with data-driven insights, Israel approaches every project with cultural fluency, empathy, and a belief in purposeful growth. In addition to his marketing work, he curates antique collections and supports design-focused ventures bridging the past and present.