Latino youth now make up 27% of the U.S. population!

Today: Latino youth (under 18) represent 27% of all U.S. making them the largest ethnic group among them.

94% of Latinos under 18 are American-born. This makes young Latinos a driving force behind America’s future.

Despite these strengths, young Latinos feel overlooked by brands. In 2024, 76% of Latinos aged 12-34 felt brands treated them as an afterthought, up from 71% in 2022. They are frustrated by the lack of authentic representation in media and marketing and are determined to change the narrative about what it means to be Latino in America.