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Hispanic buying power in the US has skyrocketed since 2010, rising from $1 trillion to a projected $2.8 trillion by 2026. Retailers and brands need to understand the cohort鈥檚 economic profile and shopping habits鈥攑articularly as they aim to capture younger generations of digital natives.

The US Hispanic population is young and growing faster than the general US population is. Their buying power will approach $2.8 trillion by 2026. Here鈥檚 a look at their media habits and how to reach them.

FIs must prioritize inclusion of the booming Latino community, which faces barriers in traditional banking鈥攂ut shows high fintech engagement.

Hispanic digital media usage rivals or exceeds that of the total population on most media platforms, especially Instagram and WhatsApp. Their strong online presence and enthusiasm for sharing product recommendations with friends make them both a target and an ally for advertisers.

On today's podcast episode, we discuss which digital behaviors Hispanic Americans over-index on, how they get their news, and what advertisers should consider when trying to reach and market to these folks. "In Other News," we talk about where in the world people use social media the most and how kids use the internet. Tune in to the discussion with our analysts Matteo Ceurvels and Paola Flores-Marquez.

While he restated the bank鈥檚 longtime commitment to Black, Hispanic, and LGBTQ+ communities, he said JPMorgan planned to cut wasteful spending on some initiatives that 鈥渨ent too far,鈥� per Bloomberg. But he denied this move resulted from pressures from the Trump administration and its anti-DEI movement.

Children will make up 13% of the US population this year, making the future Gen Alpha about 46 million strong so far, per the US Census Bureau. Within that group, 26% will be Hispanic, compared with 19% for the general population. Some 7% will be two or more races, versus 3% for the overall population.

On today's podcast episode, we discuss what to make of Google turning 25 years old, how US shoppers feel about stores, why tiered rewards are all the rage, how Hispanic people think their values are reflected by advertisers and Americans, taxi drivers turning into robots, some mind-bending facts about US geography, and more. Tune in to the discussion with our forecasting writer Ethan Cramer-Flood, forecasting analyst Zach Goldner, and director of forecasting Oscar Orozco.

One-third of all consumers have stopped or reduced purchases from brands that have pulled back on DEI, per Collage鈥攊ncluding 45% of Black, 45% of Hispanic, and 58% of LGBTQ+ consumers. Forty percent of CMOs worldwide said DEI is an important part of what their brands stand for, and 33% said it will be more important in the future, per NielsenQ and GfK.

The report noted that Black, Hispanic, and LGBTQ+ consumers accounted for more than a third of spending on the US media and entertainment industry in 2023. Notably, at least half of respondents from all three groups felt that social media videos were more diverse than TV shows and movies. Drama is the leading entertainment genre among LGBTQ+ viewers, followed by comedy.

Ensue帽o Laundry, a brand that markets primarily to Hispanic-Americans, has partnered with H-E-B on the 鈥淎buela Tag Reader鈥� a mobile activation that helps translate the symbols on clothing tags, per MediaPost. June 18, 2025. Dr. Marten's just released a new shoe collab with which of the following brands? A) Rag & bone. B) GANNI. C) Off-White. D) MadeMe.