There are many communities across the country that have experienced historic disinvestment and there are people and businesses in these communities that are still having problems accessing capital today. For instance, areas of South Los Angeles are food deserts, and the community has tried to attract new grocery stores for decades, but the private market has not yet made these investments in the community. Through this panel discussion, we will explore how to demonstrate the value of these markets to unlock capital when a traditional market study may not capture the true purchasing power of the community. Should we redesign traditional market studies to better highlight consumer spending potential and assets in these underinvested communities? Or is there a better tool than a market study to highlight consumer purchasing power and to help these businesses access capital?