Latinos: The Consumers of the Future—A Call to Action for Brands

By Claudia Romo Edelman – Founder, Hispanic Star

We are living in turbulent times—shifting trends, political pressures, and stalled corporate initiatives have left our community feeling vulnerable and out of control. But there is one thing we can take control of, and that is our narrative. Like a plane in a storm, we must rise above the turbulence. Changing how Latinos are perceived—by others and by ourselves—is the fast track to helping us soar above the clouds and reach our full potential.

The true story is this: Latinos are driving the prosperity, power, and progress of the United States. The problem is, no one knows about it.

For too long, the narrative surrounding Latinos has been distorted. We are viewed through a lens of stereotypes instead of potential, and that perception directly impacts investments, salaries, and opportunities. But numbers don’t lie, and the data tells a different story—one that every marketer, brand, and industry leader needs to hear.

As we approach the beginning of 2025, we stand at the threshold of a fresh start—a chance to reset, refocus, and reimagine how we engage with the Latino community. According to Nielsen’s latest insights, Latinos have 50 years of projected buying power compared to just 38 years for non-Latinos. That is 12 additional years of sustained consumer spending. If you’re a brand and you’re not investing now in building trust and relationships with the consumers who will drive growth for over half a century, how exactly do you plan to grow?

Latinos are not a niche market—we are the market. We represent a rising force in every economic category: tech, beauty, homeownership, dining, and luxury spending. Our younger generations, particularly Gen Z Latinos, are trendsetters, tech-savvy, and purpose-driven consumers who demand authenticity and reward brands that align with their values.

• Gen Z Latinos (18–26 years old): Prioritize tech, beauty, and dining experiences, with spending heavily influenced by social media and cultural trends.
• Millennial Latinos (27–42 years old): Focus on family-oriented spending, including homeownership, grocery shopping, and children’s products.
• Gen X Latinos (43–58 years old): Invest in home improvement, luxury goods, and building generational wealth.
• At Hispanic Star, we are focused on developing and amplifying a new narrative—one where Latinos are seen as the economic driving force and consumers of the future. We are not waiting for someone else to tell our story; we are owning it.

But we can’t do this alone. Marketers and creative leaders have an opportunity—and a responsibility—to join us in changing perceptions and unlocking the full potential of the Latino market. Investing in Latinos isn’t charity—it’s smart business.

This is our moment. The window of opportunity is wide open, but it won’t stay open forever. Brands that act now will gain not only market share but also something far more valuable: the loyalty and trust of a community that believes in long-term relationships.

Latinos are not just consumers; we are cultural creators, economic drivers, and community builders. We are here to stay, and we are here to grow.

America is made of stars, and we, Hispanics, are one of them.

The time to invest in the Latino consumer is now. Together, we can rise above the turbulence and create a narrative that reflects our true power and potential.