Talking Roots with the Next Generation 🌱

I spent my morning giving three sessions, one in English and two in Spanish, to 13–16-year-old students at Manhattan Bridges High School, and it was fascinating. I went in as a role model, but now they are mine. I saw how they think, how they style their uniforms, how they talk about culture at school, music, makeup, technology, and, mostly, I realized how much they actually listen when you truly listen to them too.

I shared my journey as a founder, creative, and Latina leader. The sessions were centered around Collecting Roots, the platform that guided my life for many years and the one that inspired my first book. I walked them through my Early Roots, my family; my Emotional Roots, my struggles with mental health; my Crossed Roots, my journey through university; my Global Roots, the experience of living in seven countries; and finally my Crossing Roots: founding CROING l Creative Agency, an agency that is redefining how the industry looks by being part of the 0.1% of creative agencies founded by a woman, and through our commitment to reshaping the advertising narrative so it reflects the world we actually live in. What a ride!

I loved sharing with the students the importance of recognizing that we all have powerful roots. No matter how tangled they might look, they always help us grow. Listening to the youngest voices is inspiring; our future is bright, and their stories are just beginning.

A huge thank you to Natalia Osorio Quintero and to the entire HISPA team for the invitation, for trusting me, and for creating spaces where community, education, and storytelling come together to empower the next generation.

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I’m Alejandra Salazar, Founder & CEO of CROING l Creative Agency, where we work with brands that want to get closer to their audience. Here, I share audience insights, creative industry events, culturally relevant campaigns, and spotlight women in the industry. Follow me and join the conversation.