Latinos Drive Culture & Business

By Grace Agostino / Nueva Network

American culture -and American commerce -are shaped by Hispanics.

Across every vertical, Latino leaders aren’t just participating in growth.

They’re driving it.

Music

• Bad Bunny -one of the most influential artists in the world, proving that culture travels faster than language.

Film & Television

• Zoë Saldaña -Oscar winner and global box-office force behind some of the most successful franchises in history.

Comedy

• Marcello Hernández – reflecting today’s America and shaping the next generation of mainstream entertainment.

Sports

• Fernando Mendoza – a Heisman Trophy winner whose story represents discipline, opportunity, and excellence.

Business & Entrepreneurship

• Carolyn Aronson – Puerto Rican founder and CEO of It’s a 10 Haircare, one of the most successful beauty brands in the country and often cited as the richest Puerto Rican woman. A self-made entrepreneur who built a billion-dollar brand by understanding consumers, culture, and community.

For brands and marketers, the takeaway is simple:

• Latinos are not an “emerging segment.”
• WE are culture creators, category leaders, and economic drivers.
• When culture moves, commerce follows.
• And Latino culture continues to move America forward.