NATIVA RELIES ON DATA AND RESEARCH TO DRIVE DIVERSITY AND SUCCESS
Supplier Diversity
Nativa
By Bill Sarno
Natasha Pongis, Co-Founder of Nativa, shares her thoughts with Latino Leaders
When Natasha Pongonis came to the Ohio State University in almost two decades ago, she planned to study landscape architecture as an exchange student expanding her architectural education. For the Argentinian, however, after her college year, her career path would not include saying goodbye to Columbus.
While the Latina would stray from Ohio to work as an architectural designer in California and Italy, she became rooted in central Ohio. She co-founded and partnered in launching Nativa Inc., a data and research-driven communications agency with offices in Phoenix, Arizona.
Natasha, fluent in four languages, is active as a speaker and a cultural consultant. She also co-founded OYE! Business Intelligence - a big data analytics company, drawing upon insights from multicultural consumers.
What Nativa does is support organizations trying to understand the demographic changes in the United States and their impact on consumers. The agency also helps clients develop a more sustainable, integrated approach to cultural leadership.
"Data drives power," Natasha said, "so we try to let the data tell us what we need to know. We convey those voices to our clients."
Nativa has worked with companies involved with the federal government and large Fortune 100 companies. Nativa's clientele also includes many small businesses – minority or women-owned.
Natasha is active in several organizations, such as the U.S. Hispanic Chamber of Commerce, which she recommends to clients.
"There are so many opportunities when you can engage in different forums, seminars, and webinars and great opportunities for small businesses to be seen," she said.
In addition, Nativa helps clients to understand the value of a digital presence and provides essential services such as starting multilingual websites. "As an entrepreneur and a small business owner, you have to evolve as the market evolves," Natasha said. "We are always looking to what is next and what we can bring to our team. We need to have a positive impact on cultural awareness, not only in the U.S. but globally," she added.
Nativa benefits from the certifications available to minority-owned businesses; the agency is SBA 8(a) certified. Certification opens the door to doing procurement directly with federal agencies.
As for challenges, a significant one is trying to translate for clients what has transpired regarding questions around diversity, inclusion, and equity.
Also, Nativa reacts to changes in employee values. "Now, they are not looking for that job. They are looking for that career," Natasha said.
Nativa focuses on career opportunities for employees and clients by providing the resources, the proper training, and opportunities to keep them growing, evolving and succeeding.
What makes Nativa unique, Natasha said, "is that it always keeps culture at the center of innovation and removes bias from the approach."
"We provide resources and best practices across all different cultures and tapping into artificial intelligence and economical technologies that better empower those decisions," she said.
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Editor’s pick: "Data drives power," Natasha said, "so we try to let the data tell us what we need to know. We convey those voices to our clients."
**photo credit: Courtesy of Nativa
*** infografia
Hispanics in numbers: Our friends from Nativa have provided some highlights on our community.
Hispanic Labor Force
The number of Hispanic workers in the labor force has grown from 10.7 million in 1990 to 30 million in 2022.
By 2030, 1 out 5 workers will be Hispanic
By 2024, Hispanic women are projected to account for 8.5% of the total labor force.
Growing Industries Need Hispanics to Fill The Jobs
54% of Hispanic Students are finishing a bachelor’s degree
Hispanics are projected to account for 78% of net new workers between 2020 and 2030.
Hispanic Challenges
The largest age group discussing workforce challenges online among US Hispanics were 35 – 44 years-old.
37% of Hispanics are thinking about leaving their current job due to lack of recognition/acknowledgment of their work
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About Nativa: Nativa is a cultural and data-driven communication agency that focuses on using data insights to guide the development of integrated communications strategies, multicultural marketing, and advertising.
CONTACT US
info@thenativa.com