In Times of Economic Uncertainty, Bet on the Latino Consumer (I)

The global economy may be uncertain. Inflation is unpredictable. Budgets are tight. But there is one consistent, overlooked force that continues to drive growth in America: Latino consumption.

That’s why I’m focusing on consumers. Because at the heart of every economy—local or global—is the act of choosing, buying, and believing in a future worth investing in.

So when leaders ask me where to invest, my answer is clear: Focus on the one group that is younger, faster-growing, more optimistic, and more influential than almost any other. Focus on Latinos.

Here’s what the numbers say:

• The Latino economy is now worth $4.1 trillion. If we were a country, we’d be the 5th largest in the world, on track to be 4th by 2029.
• Consumption and income are growing twice as fast as the rest of the population.
• Latinos make up 85% of net new workers today—and 101% of labor force growth over the next decade.
• The most common age among Latinos is 17. That’s not a trend—it’s a demographic revolution.

 

This isn’t just population growth. It’s purchasing power, content creation, entrepreneurship, and loyalty—if brands play it right.

But here’s the real story: when you combine these demographic truths with sentiment data, you find a deeper insight. Latinos are no longer passive participants in the economy—we’re active drivers.

We’ve become:

• Self-aware: 77% recognize our own contributions to the U.S. (vs. 14% in 2018).
• Discerning: 84% are more likely to support brands that invest in their community.
• Disappointed: Only 32.5% believe corporations reflect our values—down 20+ points since 2018.

 

Latinos today expect more. We’re no longer giving our loyalty blindly. We are watching who invests in us, who speaks to us, who shows up for us.

Latinos offer more years of consumer life, more digital engagement, and more future influence.

If you’re building for longevity, there’s only one question:

Are you building with us—or without us?