Data Beyond Demographics: U.S. Latinas’ Economic Power, Influence, and Growth, produced by the Latino Donor Collaborative in partnership with Kantar, the world’s leading marketing data and analytics company, and made possible by the support of sponsoring partners TelevisaUnivision, Victoria’s Secret, Hispanics in Philanthropy, and We Are ALX, provides a business-driven analysis of one of the most consequential and least understood forces in the American economy. This report moves past surface-level demographics to document who U.S. Latinas actually are as wealth builders, business owners, financial decision-makers, and brand influencers; and where institutions are failing to keep pace with a cohort already reshaping American consumption, work, and influence.
The findings are clear. U.S. Latinas are 34 million strong, 1 in 5 women and 1 in every 4 young women in the U.S., and they are building wealth, businesses, and authority on their own terms; at rates that statistically distinguish them from their non-Latina peers across measure after measure. They control household spending, anchor a $2.8 trillion Latino consumer economy, and serve as trusted sources of brand advice for entire networks. Yet they continue to be treated as an afterthought by the very brands and institutions competing for their dollars.
Grounded in two phases of qualitative research and a quantitative survey conducted across 2025 and 2026, and supported by Kantar MONITOR data, the report examines U.S. Latinas through six themes: a force rewriting the rules, where their scale and frustration with brand neglect create the central strategic gap institutions must close; taking up space, and the rejection of the “calladita te ves más bonita” narrative in favor of assertiveness as a strategic advantage and building wealth on their own terms.
Whether you are a CEO, CMO, marketer, board member, investor, policy leader, or you are this consumer yourself, Data Beyond Demographics is designed to be used as a tool; to inform product design, talent strategy, supplier networks, and brand values, and to serve as a benchmark for the cost of failing to act. Download the full report here and see how data-driven research can replace assumptions with facts and reveal the central role U.S. Latinas play in the economic future of the United States.
