• $3.6 trillion GDP: U.S. Latino GDP is the second-fastest growing among the world’s largest economies, surpassing growth rates of countries like the United States, India, Canada, and France.
• Projected Growth: U.S. Latino GDP is expected to rank fourth globally by 2029, surpassing Japan by the end of 2024 and Germany by 2027.
• GDP Contribution: Although Latinos make up 19.5% of the U.S. population, they contributed 28.3% of total national GDP growth between 2017 and 2022.
• State-Level Growth: The 10 largest state Latino economies, including California, Texas, Florida, and New York, are growing faster than their non-Latino counterparts.
• Purchasing Power: Latino purchasing power in the U.S. reached $3.78 trillion.
• Income Growth: Latino income in the U.S. grew to $2.83 trillion in 2022, with an average annual growth of 4.8% between 2017 and 2022.

• Political Engagement: Contrary to popular belief, the majority of Latinos are highly engaged in politics. Once registered, Latinos have a strong tendency to vote, with registered voter turnout rates ranging from 80%-88% between 2008 and 2020.
• Young and Growing Electorate: Latinos accounted for half of the growth in total eligible voters between 2020 and 2024. With about 1.4 million Latinos becoming eligible to vote each year, they are a rapidly expanding young voter base.
• Swing State Influence: Latino voters played a key role in pivotal states like Nevada and Pennsylvania.
• Issue-Based Voters: Latinos prioritize issues over party affiliation, remaining open to persuasion based on solutions. 64.2% of Latino voters defined themselves as having low levels of party identification.
• Expanding Political Impact: Latinos accounted for 71% of U.S. population growth between 2022 and 2023. Their influence will continue to grow.
• Sophisticated Voters: Latinos are not a monolithic voting bloc, and their voting behavior is shaped by diverse factors beyond single issues.

• Demographic Influence: Young Latinos represent 25% of all U.S. youth, and 94% of them were born in the United States. Their influence extends across culture, economy, and politics.
• Bicultural Identity: Culturally, young Latinos are unapologetically Hispanic and unapologetically American. They view their biculturalism as a superpower, blending both cultures seamlessly.
• Entrepreneurial Ambition: 62% of Latinos aged 12-34 report that owning or aspiring to start their own business is a priority, highlighting their entrepreneurial drive.
• Shaping Consumer Trends: Young Latinos are key influencers within their families and social circles, with 80% of them saying that friends and family ask for their opinion on new products and brands.
• Frustration with Representation: Despite their growing importance, 76% of Latino youth feel brands treat them as an afterthought, up from 71% in 2022, emphasizing the need for genuine engagement from businesses.
• Political Impact: Every year, approximately 1.4 million Latinos become eligible to vote, giving this young cohort growing political influence in local, state, and national elections.

• Economic Opportunity: The report highlights, according to McKinzey, an annual economic opportunity of $12-18 billion if Latino representation on-screen and behind the scenes matches their population share in the U.S.
• Key Consumer Segment: Latinos represent 40% of tickets sold for major films like Inside Out 2 and The Super Mario Bros. Movie, yet they account for only 8% of main cast roles and 2% of lead roles.
• Streaming Representation: Latinos hold 11% of main cast roles in streaming films, while representing 24% of streaming subscriptions. They make up 10% of directors and 8% of screenwriters.
• Scripted Content: Latinos occupy only 9.8% of main cast roles and direct 8% of episodes in scripted shows.
• Unscripted Content: Latinos are featured as hosts in only 5% of unscripted shows and direct 4% of episodes, underscoring the need for increased representation in reality and competition TV.

• Adoption Rates: 14% of scaled Latino Owned Businesses (LOB) currently utilize AI technologies to enhance their business operations, compared to 7% of scaled White Owned Businesses (WOB).
• Educational Attainment: The number of Latinos awarded a degree in STEM increased by 101.6% from the academic years 2012-2013 to 2021-2022. The number of Latino computer science awardees jumped by 180% between 2011 and 2022.
• Workforce Participation: The number of U.S. Latinos working in technical roles in AI increased by 48.7 to 58.7% between 2018 and 2022, compared to 10.8% growth in the total U.S. workforce.
• Room for Improvement: Despite comprising 19% of the US population, less than 10% of technical roles are staffed by Latinos. Latinos are also vastly underrepresented in senior positions at NASDAQ companies and the AI space more broadly.
• Latino Youth: AI adoption compared to their White counterparts:
  • • Gathering Information: 54% vs. 41%
    • Creating pictures and images: 39% vs. 24%
    • Making music: 27% vs. 7%
    • Job functions: 24% vs. 10%

• Population Impact: Latinos represent nearly 20% of the U.S. population and 25% of the youth under 18, highlighting their increasing influence on the country’s demographics and future direction.
• Economic Contribution: U.S. Latinos contribute $3.2 trillion annually to the U.S. GDP, making them the fifth-largest economy globally if they were a standalone nation. Their economic influence is rapidly expanding, driving workforce growth and entrepreneurship.
• Education: Educational attainment has significantly increased, with Latinos achieving remarkable growth in bachelor’s degrees—up 145% in recent decades—alongside rapid advancements in engineering and technology education.
• Workforce Participation: Latinos account for 19% of the U.S. labor force and are projected to comprise 78% of net new workers over the next decade, underscoring their critical role in the nation’s workforce.
• Entrepreneurship: Latino-owned businesses are growing 57% faster than non-Latino-owned counterparts, contributing over $800 billion annually and employing millions nationwide.
• Political Engagement: Latino political power continues to expand, with a record 36.2 million eligible voters in the 2024 election, significantly shaping the electoral landscape.

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