Alejandro Betancourt is a Venezuelan businessperson who has founded many businesses throughout his career. Though Betancourt was educated in the United States, finding projects that would benefit his homeland was important to him. He has experience in many sectors, including oil, banking, and internet services. Betancourt has also helped companies make investments to meet their financial responsibilities and benefit the employees. When the founders of Hawkers, a sunglass company, approached Alejandro Betancourt for help, he felt he had more than enough experience to meet the challenge.

In 2016, Hawkers asked Betancourt to become an angel investor. The funding round was a success, and within months, Betancourt was president of the company. One of his first acts as president was to change the target demographics. The change to target the younger generations was a game-changer for the company.

Alejandro Betancourt knew the best way to get younger shoppers’ attention was to go to where they were hanging out the most, and that place was social media. According to Betancourt, businesses can use social media for several reasons. The first reason is to make sales. The second reason is to learn more about your targeted demographics. Betancourt learned Gen Zers and millennials are very concerned about the environment.

Once Hawkers understood that many young adults consider the impact on the environment when making purchases, they knew they needed to come up with a sunglass line to meet those demands. The H20 sunglass line uses recyclable plastics. Some of the plastic comes directly from the ocean. Social media has helped Hawkers to grow and expand while maintaining close contact with the wants and needs of their customer base.