The Steadily Rising Power of U.S. Latinos: What Local Media and Ad Agencies Need to Know

The U.S. Latino economy now produces roughly $3.6 trillion in annual GDP, making it one of the world’s largest and fastest-growing markets. Within that growth, Latinas (Hispanic women) contribute about $1.3 trillion in economic output and drive most household purchasing decisions. Younger cohorts—Gen Z and Gen Alpha—are highly bilingual, racially mixed, and expect brands to demonstrate authenticity and cultural relevance. Hispanic households show wide diversity in country of origin, language use, and multigenerational structure, demanding more nuanced marketing than one-size-fits-all campaigns. For local media sales teams and ad agencies, tailoring content and ad packages to these demographic, cultural, and technological shifts is critical to capturing a rapidly expanding share of consumer spending.