Amplifying Voices: How Cataleen Flores Balances Business with Social Advocacy
Cataleen Flores was raised at a perceived crossroads between compassion and enterprise. Recalling working at her father’s business and attending protests with her mother, her experiences in life led her to finding one singular goal: to balance her ambitions between activism and entrepreneurship.
Growing up in San Francisco, a city known for its progressive culture, strong sense of community and proud demonstrations, Cataleen’s mother taught her to use her voice for good at a very young age.
“When I was a child, we attended many different protests from lactation and children protests to support for women suffering domestic violence,” Cataleen recalls. “I remember learning these hard concepts at such a young age and realizing how horrible the world could be, but at the same time seeing all of the hope the community had for change and because of this I learned how important it was to speak up, it felt like my calling.”
But Cataleen found dreams in another venture as well. As both her parents are small business owners, her father was eager to get her heavily involved with the family business.
“My father is very much the business side of things,” she laughs when describing the difference between her two parents, “it’s been a big passion of mine and more recently I’ve gotten more responsibility there to do administrative work and financial advising.” She expressed that being able to work at her father’s business so young taught her the power of professionalism early on and equipped her for a future career in the corporate world.
Along with first hand-experience helping to run the business, as a second generation child of immigrants from Colombia and Mexico, she knows just how much work went into their success and her stable lifestyle. “A lot of my main drive in school and my career is to make my family proud.”
Cataleen explained her motivation to succeed stating, “One set of grandparents immigrated to this country and the other grandparents worked in the field and never had the opportunity to go to college. Just seeing how hard they and my parents have worked to give me this opportunity, my thought is that if I’m successful I can repay them for all of their hard work.”
It was through this drive to succeed that she found her way to the University of San Diego to study business. Following in the footsteps of her parents, she knew this was the way to repay them for generations of hard work and their dedication to a better future for her.
When asked why she selected USD, Cataleen said that Knauss was the driving factor, being known as a well ranked business school. Specifically the network of alumni shocked her because so many students cared to stay in touch and come back to help new students. To her, that fact alone meant that they had to have enjoyed their education here.
Combining her goal for business and her calling to be a voice for the people, Cataleen got heavily involved in different clubs and organizations on campus. Eventually becoming the Vice President of the Business Administration Society (BAS) and an Intern at the Multicultural Commons. “I transfer my work and what I hear in my role at the multicultural commons to my role at the BAS by providing a voice for those students who don’t have a seat at the table.”
Not only speaking up for different cultures, but also students with dietary needs, accessibility needs and LGBTQIA+ identities. “As not only a latina, but a queer woman, I feel it’s my responsibility to speak up and make more space for others.”
“The other half of my passion outside of business is to give back to the community using the skills, resources and privileges I have to uplift those who maybe didn’t have the same in their life,” Cataleen expressed when voicing her desire of blending the two passions she has into one.
As a senior at USD, her goal has been to make students feel heard and graduate this school year having made even a small impact on their lives. Her role as VP in BAS has allowed her to do this through throwing events such as the “Celebrating Latinx Entrepreneurship”, to showcase Latinx owned businesses in the San Diego community and “Authenticity in the Workplace”, an event to discuss navigating queer identities in the workplace.
“I hope that even if people don’t remember my name, that the events I’ve helped with inspired them to pursue their career and know that regardless of their identity they are capable of anything.” Cataleen stated when discussing the events that she was most proud of.
Recalling her own experiences with her family, and now within her roles at USD, she proudly states that she would love to go into Diversity, Equity and Inclusion (DEI) in a corporation or higher education role. Knowing that she can take her business skills, and still use her voice to create a space for those just like her grandparents and parents before her.
— Jessica Applonie