193. Carlos Cardenas, CAE, President of Association Latinos, on Leadership, Cultural Superpowers, and Hispanic Heritage Month

What happens when professionals stop viewing their culture as something they need to minimize at work, and start recognizing it as a leadership superpower? And how can associations create the spaces, programs, and opportunities that help underrepresented leaders build confidence, visibility, and pathways to leadership?In this episode of Associations Thrive, host Joanna Pineda interviews Carlos Cardenas, CAE, President of Association Latinos. Carlos discusses:How Association Latinos exists to increase the representation of Latino leaders throughout the association community, from mid-level management and the C-suite to nonprofit boards.Why the founders decided Association Latinos needed to become its own 501(c)(3), rather than remain an affinity group. The organization wanted to control its destiny, understand and serve its community directly, and develop programs specifically for Latino association professionals.How Association Latinos seeks to shine a spotlight on Latino professionals who are already doing great work while also “unlocking their confidence” so they recognize their own power and potential.How the CAE Se Puede program and Avanza Scholarship create pathways for Latino association professionals to earn the Certified Association Executive (CAE) credential, while a partnership with Sidecar creates opportunities to earn the Association AI Professional (AAiP) certification.Why a small organization needs to “think like an entrepreneur.” Association Latinos is building creative partnerships with organizations such as ASAE, Sidecar, and the LPGA Amateur Golf Association to provide greater value even without large, consistent revenue streams.How the inaugural For La Causa golf event introduces members to golf, gives volunteers an opportunity to relax and connect, creates value for partners and sponsors, and could eventually create a new fundraising stream.How Conexiones, Association Latinos’ education summit, uses a cohort model instead of a traditional choose-your-own-session conference format. Participants experience the program together in smaller groups, creating deeper relationships and longer-lasting connections.Why culture is part of the “special sauce, or salsa” of Conexiones. Association Latinos encourages professionals to bring their heritage, languages, ancestry, stories, and authentic selves into their leadership instead of feeling that advancement requires assimilation.How Association Latinos separated its Honores awards from Conexiones so award recipients, volunteers, allies, and community leaders could be celebrated more intentionally, and so the awards event could become a fundraising opportunity of its own.Why Hispanic Heritage Month should be more than a once-a-year spotlight. Carlos wants Latino thought leadership and stories elevated year-round, while also honoring the often “invisible layer” of parents, grandparents, immigrants, workers, and others whose sacrifices created opportunities for the generations that followed.References:Association Latinos WebsiteCAE Se Puede & Avanza ScholarshipConexiones 2026Latinx Treasures - Movies, books and articles to enjoy year round by Latinx creators