A report conducted by Grow with Google in partnership with the Connected Commerce Council found that since the pandemic began, 72% of Latino businesses are now using digital tools to reach customers online and keep their businesses open.
Post-Covid Recovery: Trends in technology and digital tools
Since the pandemic hit in March of last year, the impact on small businesses has been tremendous. Across the country, small businesses have struggled to stay afloat as restrictions continue to disrupt their business flow. Some of the small businesses that have been hit the hardest are minority-owned small businesses.
During Latina in Business’ March virtual panel, “Latina Small Business Post-Covid: Recovery Resources and Trends,” panelists discussed how the pandemic has shifted our relationship with technology. Now more than ever, businesses are relying on digital tools to connect with customers, grow, and thrive. Lucy Pinto, who is the Manager of Diversity and Community Training programs for Google joined the conversation, sharing insights and resources on digital tools for small businesses.
As the Grow with Google Program Manager, Lucy works to level the playing field for communities who face digital divides and barriers to digital resources. She manages the Grow with Google Digital Coaches Program which delivers free digital skills training for U.S. Black & Latino small businesses.
Lucy Pinto shares digital trends and resources
Pilar Avila, Latinas in Business Board Member and Chair of Finances and Governance, moderated the virtual panel. Below are some highlights from her conversation with Lucy Pinto on how small businesses can utilize digital tools, such as the Grow with Google program to help their businesses thrive.
Pilar Avila 4:09
So Lucy, access to technology. Digital Access has been, before, during and post pandemic critical for the growth of businesses. However, in many communities, many families, we have seen that the digital divide, and the lack of access to resources…has been accentuated with a pandemic. However, we know that you at Google are addressing exactly those challenges through your program Grow with Google Digital Coaches. Can you tell us about the program and the impact that it’s having as well as any growth trends that you’re identifying through the program, or any other services and programs at Google?
Lucy Pinto 5:45
Yes, absolutely. Thank you so much for that. And thank you for the opportunity to be here….So Grow with Google is really Google’s initiative to provide digital skills training to Americans across all states. And so, as part of that initiative, one of our main focuses is to really focus on small business communities because we know that small businesses are the backbone of the country. And when you get a little bit more granular, what we do know, as data will show is that the rate at which Black and Latino businesses in the country are growing far extends those of other peers. And so we know that Black and Latino businesses, Latina businesses, as well, are fueling new business growth in the country.
And so in 2017, as part of an effort to help those businesses, those new Latino businesses that are launching and growing, we developed a program called the Grow with Google Digital Coaches Program to specifically cater and reach small businesses that are Black-owned, or Latino-owned. And through the Digital Coaches Program, we provide free digital skills training and coaching to help these small businesses grow and thrive online. And since 2017, we have actually helped train over 60,000 small business owners, where we have digital coaches.
Our coaches deliver workshops in English and Spanish as well, because we know that sometimes they’re you know, in these communities, especially, you have a lot of immigrant communities that come in, you know, they’re starting their businesses, they’re launching, and sometimes they prefer to get information in Spanish. And so we want to make sure that we’re not leaving anybody behind. And we have, we have those workshops in Spanish as well.
When COVID hit, we really had to pivot our own program plan, because all of these trainings and programs were done in person. And so when COVID hit we pivoted to virtual and that April, I remember last April, we saw such a tremendous interest in learning about these digital tools. So much so that as a Grow with Google team, we ended up partnering with the Connected Commerce Council to lead a report on what are the trends that we’re seeing during COVID? What are our small businesses doing? How are they feeling? How are they thinking? And as part of that report, we actually found some very interesting facts, very specific to Latino small businesses.
You might be interested: Latina Leaders share small business post-Covid recovery resources
Key findings from the report
- Since the pandemic began, a large percentage of Latino small businesses are relying on digital tools as a safety net.
- 32% of Latino small businesses have been forced to close because of COVID. That’s 1 in every 3.
- 72% of Latino businesses (compared to 60% percent of the general public) adopted Google tools and digital tools to reach customers online, to update their customers, and to expand their reach and stay open.
How to grow your business with Google
Grow with Google Digital Coaches Program delivers free digital skills training for U.S. Black & Latino small businesses. The program has trained over 60,000 businesses on digital tools and works on initiatives that invest in communities that are underrepresented online to untap their potential, help them succeed, and drive bottom line impact. As our world becomes increasingly more digital, these skills and tools will be vital to business growth and success so be sure to take advantage of these free resources.
Additionally, the Grow with Google Small Business Fund through the Opportunity Finance Network provides financial support to minority-owned and women-owned small businesses. The Fund will allow community development financial institutions (CDFIs) to support both the short-term recovery and long-term financing needs of America’s small businesses by providing low-cost, fixed-rate loans of up to 10-years with an option for interest deferral.
Since the fund launched it has distributed $90 million in funding to businesses across the US through the local CDFIs and there is still $80 million left to deploy.
For more information on the fund visit the Opportunity Finance Network.