Young, Empowered, and Unstoppable: The Influence of U.S. Latino Youth on America’s Future

By Juliana Gomez , VP, Strategy & Insights, TelevisaUnivision

New research from nonprofit organization and think tank Latino Donor Collaborative , in partnership with 凯度 , confirms what we’ve championed for years: U.S. Hispanics are reshaping the American economy and culture, Hispanic youth, or Young América, are leading the charge.

The U.S. Latino Youth 2030 Report reveals a generation that’s upwardly mobile, and ready to redefine what’s possible. If previous Latino’ generations have created the fifth largest economy globally—imagine the transformative power of the rising Latino youth.

Hispanics are amplifying their influence far beyond statistics. The future of brands increasingly depends on winning with Hispanic consumers. This group cannot be ignored.

Young Latinos at a glance:

• 1 in 4 of Gen Z and Gen Alpha cohorts are Hispanic
• 94% are U.S. born
• 1.4 million become eligible voters every year
• They will account for 100% of net-new work force growth by 2030. Hispanics in the labor force will increase by 6M while Non-Hispanics will decrease 51K.

For this growing cohort, Spanish language and culture are increasingly important:

• 90% say their cultural background is important to their personal lives
• 62% appreciate companies that advertise in Spanish because they respect my culture and want my business

A Massive Opportunity for Brands

The key takeaway for brands is clear: Engage these consumers early to build lifelong loyalty. The Latino Youth Report highlights a generational shift: This group is unlike any previous Hispanic generation. Connecting with them demands a thoughtful and authentic approach, reflecting their daily lives and diverse experiences.

“The findings of the LDC 2030 Latino Youth Report showcase the power of the Hispanic market and what the future holds for this growing population,” our (tag) Roberto Ruiz, EVP of Research, Insights, & Analytics said. (link ) “The coming of the minority majority is here - Latinos are a driving force across the economy, election, culture and so much more. This research confirms that La Cultura is a uniting force among young Latinos. Investing in this generation will be the key to success for brands looking to engage and grow with this influential group.”

Latino youth have unique characteristics that set them apart from previous generations.

• Empowered by the embrace of Latino culture, social media, and education, they are reimagining their identity and future. 67% feel they can make a difference through their choices—a 12% increase from last year.
• Better culturally adapted, they value inclusion across communities, understand American culture, and appreciate the sacrifices of older generations. 94% of Latino youth are U.S.-born and raised, allowing them to fluidly blend cultures.
• More responsible, proud of their families’ beginnings, and as a "first" to achieve milestones like higher education and home ownership, Latino youth feel a deep responsibility to honor their roots. Latinos with a bachelor's degree have risen 8% in recent years.
• Have more control over their futures, not bound by traditional labels. Empowered by parents who embrace their independence, Latino youth aim to make them proud through their success and aspirations. For example, 62% own their own business or aspire to do so.
• Influential, challenging traditional Latino norms and increasing cultural awareness among their non-Latino friends, who are eager to learn about their culture, language, and perspectives. 80% report that family and friends turn to them for advice on new brands and products.
• More aware and demanding, using their power and influence to change the narrative and advocate for authentic representation. With 68% feeling that brands don’t adequately represent people like them, Latino youth are pushing for change, expecting brands to authentically reflect their experiences.

Unlocking the Power of Latino Youth

Latino youth are not just shaping the future—they are the future, already transforming America’s cultural and economic landscape. Brands that invest in connecting authentically with this generation will not only tap into their immediate purchasing power, but also build lasting relationships that will shape tomorrow’s marketplace. Now is the moment to unlock the full potential and loyalty of influential, empowered, and unstoppable Latino Youth.

Sources:

U.S. Latino Youth 2030 Report

Bureau of Labor Statistics 2023 – Employment Projections 2023 – 2032

U.S. Census Bureau, "Projected Population by Single Year of Age, Sex, Race, and Hispanic Origin for the United States: 2022 to 2100, Main series". 2023

MRI- Simmons USA Fall 2023. Base = Respondents Generation Z (18-27yo).