At the Right Table, the Right Conversations Shape the Future

I’m Latina. I’m a marketer. Yet I learned this staggering statistic just two days ago from @KANTAR at BRANDWEEK, while seated at a dining table filled with some of the brightest minds in the industry.

It’s at these tables—where insights are shared, perspectives are challenged, and vision is shaped—that the real future of marketing unfolds. Conversations here are not just about data points or market share—they’re about understanding the bigger picture and preparing for what’s coming.

I’m filled with gratitude to this industry for continually saving me—and the brands I represent (in this case, Hoplark )—a seat at these crucial tables. These conversations push us to think like futuristic marketers and position our strategies far beyond the curve.

I want to extend my thanks to .Carmen Bohoyo for sharing such powerful insights during our discussion, and to Marc Glovsky for engaging in such a thought-provoking dialogue. I’m also grateful to 凯度 and ADWEEK for creating an environment where we can connect with forward-looking leaders.

Why This Data Point Matters: Rethinking the Latino Impact

Let’s step back and think about that stat: 25% of Gen X and 21% of Millennials are Latino. This isn’t just a shift in numbers—it’s a shift in influence. It signals a future where Latino voices, values, and buying power will redefine the rules of engagement for brands.

The entire U.S. Latino Youth 2030 study is here: https://bit.ly/4duyfbr , but here’s why this data matters now and what it means for the future:

• Latinos Will Shape Future Consumer Norms: As Latino preferences move from micro-trends to broader cultural phenomena, we’ll see a transformation in what is considered "standard" for mainstream brands. Latino values around family, community, and authenticity will redefine brand loyalty and engagement strategies by 2030, making the traditional "general market" approach not just outdated, but irrelevant.
• A New Standard for Representation: The days of token representation are over. By 2030, the nuanced and layered identities of young Latinos will demand a complete overhaul in how brands portray culture. This means understanding and reflecting the full spectrum of Latino diversity—from language to aesthetics to cultural pride—if they want to resonate authentically and deeply.
• Latino Entrepreneurship Will Reimagine Business Models: With 62% of young Latinos aspiring to own a business, expect a surge in Latino-founded startups that blend cultural heritage with modern innovation. This trend will compel established brands to rethink partnerships, adopt new collaboration models, and integrate Latino entrepreneurs into their ecosystems to stay competitive and relevant.
• Cultural Biculturalism as a Business Advantage: Young Latinos’ ability to navigate two worlds will make them invaluable in bridging the gap between traditional and emerging markets. Brands that embrace Latino leaders in strategic roles will gain a competitive edge, using their bicultural fluency to tap into diverse consumer mindsets and craft messaging that resonates globally.
• Purpose-Driven Gen Z Latinos Will Force Corporate Evolution: The growing focus on social justice, inclusivity, and sustainability among young Latinos will push companies to take bolder stances. Expect a future where silence is no longer an option, and brands are held accountable not just for what they sell, but for what they stand for—especially as Latino Gen Zers rise into leadership positions and reshape corporate priorities.

The Future is Being Defined Now

The impact of this demographic shift will reach far beyond consumer preferences—it will reshape the DNA of companies themselves. As Latino youth redefine what it means to be “American,” they will also redefine what it means to be a relevant, forward-looking brand in this new era.

Are we future-proofing our brands to be part of this narrative, or will we be left watching it unfold from the sidelines?