Cultura & Cash: Empowering Young Latinas Financially with TikTok star Gigi Gonzalez

In this episode of the Forbes Books Podcast, Joe has a conversation with Giovanna "Gigi" Gonzalez, the TikTok star, financial educator, and author of the new book "Cultura & Cash." Gigi quit her 10-year corporate career during the Great Resignation to pursue her passion for teaching financial literacy to young adults, especially first-generation Latinas. In their chat, she discusses the unique cultural and familial dynamics that influence how Latinas manage money, which most traditional personal finance advice fails to address. Gigi explains how she is empowering young Latinas to take control of their financial futures through relatable, tailored advice offered on TikTok and now through her groundbreaking new book. Together, Joe and Gigi explore the financial coming-of-age journey for many first-generation daughters and the cultural expectations around supporting family versus individual goals. About Giovanna "Gigi" Gonzalez: Gigi is a TikTok influencer, financial educator, and author of Cultura and Cash. During The Great Resignation, she quit her 10 year corporate career to pursue her true passion: teaching financial literacy to young adults. Gigi teaches personal finance and career navigation for First Gen at various organizations and on her TikTok account @thefirstgenmentor. She was named 40 under 40 by the Hispanic Alliance for Career Enhancement, "Latinx to Watch" by Hispanic Executive Magazine and Top 25 Creator by Fast Company.