In Latin America, family businesses are the predominant economic players. Their sustainability is crucial to national ecosystems, as each family brings unique cultural and economic contributions. However, like any regional cluster, these Latin American business families are subject to prejudice, myths and stereotypes that can limit their potential for growth. Financial expert Elaine King, CFP® , founder and president of the Family and Money Matters Institute, is no stranger to these myths. As a Latin American woman in a male-dominated industry, she has had to break through many stereotypes to be treated equally as her male counterparts. Despite the steady progress in creating a more gender-inclusive environment, many women in Latin American family businesses still experience stigmas and expectations that hinder families from tapping into the full pool of diverse talent potential. Redefining the structure of family businesses as a whole and encouraging evolution will help create a lasting legacy for the next generation of entrepreneurs. In this episode of WiFB Conversations, Elaine King and Ramia Marielle El Agamy discuss the myths surrounding Latin American family businesses, women’s role in those businesses and how that role is evolving.

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