LEADERSHIP
members. This is where he learned valuable lessons
about how to succeed in business.
“I was able to see firsthand how things really worked.
I understood the role of the private sector, the public
sector and the not-for-profit sector, and that all three
have to work together for society to
move forward,” Orta recalls.
HACR was a good fit for him.
Orta says, “I truly believe in the
organization’s mission and the
potential it has.”
HACR is a national advocacy orga-
nization that represents 16 Latino
organizations in the United States and
Puerto Rico. These include ASPIRA,
Congressional Hispanic Caucus
Institute, Hispanic Association of
Colleges and Universities, MANA
and the National Society of Hispanic
MBAs. Currently, HACR Coalition
Members collaborate with more
than 1,500 affiliate community-based
organizations—including more than
450 colleges and universities and
400 publications.
In 2012, HACR’S corporate membership will reach an all-time high of
52, including 20 Fortune 50 companies, which nearly doubles the size
of its membership since 2006.
Orta says these gaps mean companies are losing out
on key benefits. “Census data says there are 50 mil-
lion Hispanic consumers and a trillion dollars in buying
power,” he says. “It’s about the business opportunities
here in the United States. It’s sitting right here in your
backyard.”
The Latino demographic also is
extremely brand loyal, adds Orta,
equating to more value for com-
panies that hire Latinos and make
a viable connection with these
communities.
“[Latinos] understand the
[Latino] market better than anyone
else. You understand what resonates
with that particular consumer and
understand the products that do as
well,” he says.
CARLOS F. ORTA
President and CEO, Hispanic
Association on Corporate
Responsibility
PROFESSIONAL EXPERIENCE
Director of Community
Outreach for the Western Region,
Anheuser-Busch;
Regional Manager, Ford Motor
Company; Miami-Dade County’s
Legislative Delegation
EDUCATION
Bachelor’s degree,
Barry University;
Graduate, Leadership Florida
(Class XV); past chair of
Leadership Miami
PERSONAL
Born in Havana; raised in Miami
PHILANTHROPY
Serves on the Nationwide
Hispanic Advisory Council of Big
Brothers Big Sisters of America
Good Enough to Buy and Manage
HACR’s mission is to advance the inclusion of Latinos
in corporate America at levels commensurate with the
demographic’s economic contributions. The goal is to
achieve “market reciprocity,” which Orta asserts is a key
argument for the business case for diversity.
“If as a community we are contributing X dollars to a
company’s bottom line, we believe that the company has
a commitment to give back to the community at a simi-
lar level,” says Orta. “If we are good enough to buy from
you, then we are good enough to serve on your boards.”
Latino representation among the upper levels of
management is low nationally compared with their
16. 3 percent population share. HACR’s 2011 Corporate
Inclusion Index shows a decrease of Latinos in the
C-suite from 8 percent in 2010 to 7 percent in 2011.
Optimizing on Growth
To capitalize on this growth opportunity, HACR currently runs three programs on a variety of levels to foster
Latino inclusion and diversity among
corporate America.
The HACR Young Hispanic
Corporate Achievers aims to gain
recognition for young Latino
employees who demonstrate excel-
lence and leadership skills. The HACR Corporate
Directors Summit and HACR Corporate Executives
Forum serve as a resource for Fortune 500 board mem-
bers and HACR corporate company executives to share
insights, challenges and strategies.
Orta is particularly excited about HACR’s recent
projects to promote awareness for Latino inclusion—
its first documentary. “Insider Game” features firsthand
interviews with executives about the lack of Latinos in
corporate leadership.
“The community really is starting to understand
political power, the influence it has with organizations.
It’s a big responsibility, but there’s a lot of potential,”
says Orta.
Most importantly, Orta stresses that “HACR is a
team, in who we are and why we exist.” It’s a philosophy
for collaboration that he learned during his early days
working in politics. I
“It talks about the business case … If we are good
enough to buy from you, then we are good enough to serve on
your boards.”
Carlos F. Orta will be a featured speaker at DiversityInc’s April 24–25 event.
