LA Wildfires and the Marketing and Small Business Community

Portada has heard from various members of the Los Angeles-area-based marketing community; some of them have lost their homes due to the devastating losses caused by the wildfires. We have also heard from all types of small businesses in the area that have lost not only their homes but their entire livelihoods. How the USHCC, LiftFund and HITN are stepping up.

Content

The United States Hispanic Chamber of Commerce and LiftFund urge policymakers and corporate leaders to invest in Community Development Financial Institutions (CDFIs) to help small businesses recover from the latest natural disaster.

After any major disaster, nearly 50% of small businesses will never reopen, and almost another 30% will close their doors within the next two years. These businesses often struggle to recover due to limited access to financial resources, leaving communities vulnerable long after the fires have burned out. Shifting small business owners’ response to disaster recovery efforts to offering empowerment through financial support will ensure economic resilience for business owners and affected communities.

Instead of seeking aid from the federal government, which often arrives months after the initial disaster, small businesses can turn to CDFIs for tangible solutions. With readily available funds and grants, businesses can rebuild faster.

USHCC President Ramiro Cavazos on the Expected Impact on the Hispanic Small Business Community

Ramiro Cavazos, President & CEO, USHCC
Ramiro Cavazos, President & CEO, USHCC

This is a statement contributed by Ramiro A. Cavazos, President and CEO of the U.S. Hispanic Chamber of Commerce: 

As wildfires ravage Los Angeles, they leave more than charred landscapes. They destroy the dreams and livelihoods of small business owners—the family-run markets, repair shops, and restaurants that form the backbone of our communities.

Hispanic entrepreneurs are particularly vulnerable. In Los Angeles, where one-third of minority-owned small businesses are Hispanic-owned, these enterprises create hundreds of thousands of jobs and generate billions annually. Yet, when disaster strikes, they often find themselves overlooked, unable to access traditional loans or insurance payouts in time to stay afloat.

This isn’t just an economic problem. It’s a crisis for the whole community. At the U.S. Hispanic Chamber of Commerce, we represent more than 5 million Latino-owned businesses nationwide that generate more than $800 billion to the American economy. We have witnessed firsthand how disasters deepen inequality, where recovery efforts frequently overlook the very entrepreneurs who sustain neighborhoods, create jobs, and drive local economies. This oversight comes at a cost: nearly 50% of small businesses will never reopen after a disaster, and almost another 30% will close their doors within the next two years.

“As wildfires ravage Los Angeles, they leave more than charred landscapes. They destroy the dreams and livelihoods of small business owners.”

LA Wildfires: Opportunities to support CDFIs and the ways local businesses can find financial resources through their local CDFI.

According to Cavazos, one of the most effective tools in disaster recovery areCommunity Development Financial Institutions (CDFIs), which include nonprofit business lenders. These mission-driven lenders specialize in reaching the underserved, providing flexible, affordable financing when traditional banks cannot, ensuring that small businesses can rebuild and thrive.

CDFIs are uniquely positioned to bridge the gap between government aid and private philanthropy. Yet, they often operate on shoestring budgets, with limited resources to scale their impact. As a Chamber CEO, I am proud to serve as a board member of LiftFund, a Texas-based CDFI that provides support across the country. I am here to say this must change.

As fires continue to burn in Los Angeles, we face a choice: Will we invest in equitable recovery efforts, or will we allow the ashes to settle on communities left behind?

The time to act is now. We urge policymakers and corporate leaders to:

• Increase funding for nonprofit CDFIs dedicated to disaster recovery.

• Create public-private partnerships to streamline aid for small businesses.

• Support innovative solutions, like the creation of a National Small Business Recovery Fund, to ensure resources reach those who need them most.

For philanthropists, the return on investment is clear. Every dollar invested in nonprofit CDFIs generates lasting economic and social benefits. Businesses reopen, jobs are preserved, and communities recover. But this isn’t just about recovery—it’s about resilience. By investing in these organizations, we can ensure that small businesses are better prepared for the next disaster, whether it’s a wildfire, hurricane, or economic downturn.

The significance of supporting Hispanic-owned businesses cannot be overstated. In 2022, the U.S. Latino GDP reached an astounding $3.6 trillion, making it the fifth-largest economy in the world, surpassing countries like India, the United Kingdom, and France. This economic powerhouse grew by 13% from the previous year, showcasing the immense potential and resilience of our community. By supporting Hispanic entrepreneurs, we’re not just rebuilding individual businesses—we’re fueling an economic engine that drives national prosperity.

Small businesses are the lifeblood of our economy. When they thrive, we all thrive. Let’s ensure they have the support they need to rise from the ashes stronger than before..

 

CHECK OUT: Diversity Increases Innovation: How the NCRC’s CDF Fosters Innovation
.

LA Wildfires: HITNs ‘Preguntale a Lisa’ Provides Free Medical Support to Individuals Impacted by Wildfires

HITN, a Spanish-language media company that offers educational and cultural programming for the whole family, is stepping up to assist those affected by the devastating wildfires in Los Angeles County by providing ‘Pregúntale a Lisa’, its free medical support service powered by Vida y Salud.

‘Pregúntale a Lisa’ is a platform that offers a free chat with doctors and an AI-powered health symptom checker. It provides accessible and accurate medical guidance to its users. ‘Pregúntale a Lisa’ is staffed by experienced medical professionals from Vida y Salud.

Starting Thursday, January 9th, ‘Pregúntale a Lisa’ will operate weekdays from 10:00 A.M. to 6:00 P.M. Pacific Time to address the medical concerns of individuals impacted by the wildfires during this critical time. HITN will re-evaluate the need for extended support hours beyond those dates and inform the community accordingly.

Founded over ten years ago under the editorial direction of Dr. Aliza Lifshitz, VidaySalud.com has the mission of informing, educating and raising awareness about health and wellness. Receiving up to one million visits per month, VidaySalud.com has become a unique resource for the Hispanic community in the United States, offering information based on scientific data through hundreds of articles and videos. Beyond its robust library of content and resources, VidaySalud.com provides free access to telemedicine service Pregúntale a Lisa where users can speak directly with doctors via a live chat. For more information, visit www.vidaysalud.com

CHECK OUT Growth of Hispanic Owned Businesses; Ramiro Cavazos: “Less than 1% of Government Buying Goes to Latino Businesses.”

 

Get our e-letters packed with news and intelligence!

Meet & Learn
Portada Live Events

Popular Now

Boost Your Sales

Who is Moving Now

The Latest

CTV Advertising

CTV Advertising: A Tale of Have and Have-Nots?

CTV advertising is where open Internet publishers have the most to gain. However, not everything is rosy: low ad fill rates, technical challenges, and winner-take-all situations. What are CTV’s growth drivers and obstacles? Where are CPM’s and how is inventory developing? Portada asked insiders, and we developed these 9 questions and answers.
Companies mentioned: Amazon, Google, Meta, Revry, IGN, Canela Media, MyCode, NBC/Uni Telemundo, TelevisaUnivision, Paramount, Disney, Netflix…