According to the 2025 LDC U.S. Latino GDP Report™, Latino purchasing power measures $4.1 trillion and is quickly growing. Latino youth’s consumer spending is growing 1.3x faster than non-Latino consumer spending, positioning them as a significant economic force. Young Latinos will be a driving force behind consumer purchasing as they enter life stages such as homeownership and parenthood that require significant spending.
However, 76% of Latino youth feel brands don’t represent them well and expect companies to authentically reflect their values and identity. Our wallets are clearly powerful and we can CHOOSE how we spend.