The U.S. Latino Youth 2030: An LDC Report offers an in-depth look into the future of young Latinos in America, highlighting their growing importance in shaping the country’s demographic, economic, and cultural landscape. Produced by the Latino Donor Collaborative (LDC) in partnership with Kantar, this report is the first of its kind to combine quantitative, qualitative, and foresight analysis to provide a comprehensive view of the U.S. Latino youth cohort and their projected influence by 2030. Sponsored by Capital One, Colgate-Palmolive, L’Oréal, and TelevisaUnivision, the report gives brands and policymakers critical insights into how to engage this vibrant and influential group.
Key findings reveal that Latinos represent 25% of the U.S. youth population, and 94% of Latinos under 18 are American-born. This makes young Latinos a driving force behind America’s future. Their work ethic, cultural pride, and entrepreneurial spirit set them apart from both older generations and their non-Latino peers. The report shows that young Latinos are twice as likely as older Latinos to prioritize business ownership and have a heightened sense of ambition and determination to succeed.
Despite these strengths, young Latinos feel overlooked by brands. In 2024, 76% of Latinos aged 12-34 felt brands treated them as an afterthought, up from 71% in 2022. They are frustrated by the lack of authentic representation in media and marketing and are determined to change the narrative about what it means to be Latino in America.
The report also reveals the economic power of young Latinos. Latino youth are expected to drive major consumer spending growth, especially in categories like personal care, food, and technology. They are already key influencers within their families and communities, and their role as cultural connectors is expected to amplify as their purchasing power and political influence grow over the next decade.
Learn how young Latinos are poised to shape the future of the U.S. economy, culture, and politics.
Get the key insights at a glance. Download the fact sheet now and explore the latest data from our report!
