133. Jaw dropping stats about Latino youth prove why marketers shouldn't ignore this growing consumer group

Every time I see data about the changing demographics in the U.S., it seems like my jaw drops open.

• Population Growth: 70% of the U.S. population growth between 2022 and 2023 is attributed to Latinos, a trend that shows no signs of slowing.
• Economic Force: Latino youth are projected to contribute 78% of all net new U.S. workers by 2030, and Hispanic consumer spending is outpacing non-Hispanic spending in key areas like personal care, home electronics, and new cars.
• 25% of Gen Z and Gen Alpha are Latino
• 94% of Latinos under age 18 are born and raised in the U.S.

Did you know all that, cause I sure didn’t.

And when I think about this from a marketing standpoint, it’s clear that brands need to factor these changing demographics into their strategies.

The data I mentioned came from the U.S. Latino Youth 2030 Report, conducted by Kantar in Collaboration with the Latino Donor Collaborative.

I wanted to dive more into this data and the implications, so I sat down with Ana Valdez, President and CEO of the Latino Donor Collaborative.

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U.S. Latino Youth Report 2030: from Kantar and The LDC

Latino Donor Collaborative