According to UPS, We Are in the Midst of a ‘Jefa’ Movement

The latest Proudly Unstoppable campaign celebrates the resilience of Latina entrepreneurs

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The World Economic Forum states women made up nearly 50% of U.S. entrepreneurs in 2022. Although there are two million Latina-owned small businesses in the country starting more businesses per capita than any other racial group, there are still challenges when it comes to funding, resources and overall support.

This is why emprendedoras—women entrepreneurs—were the focus of this year’s Hispanic Heritage Month campaign by UPS. The global shipping company celebrated the stories of four Latina business owners who partner with UPS for product distribution, in addition to commissioning artwork by world-renowned illustrator Mar Figueroa for limited-run packaging that spotlighted the strength of emprendedoras.




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