60% of population growth

Latinos represent the fastest growing economy in the world.

If U.S. Latinos were a stand-alone country, they account for the 8th largest GDP in the world – larger even than the GDPs of Italy, Brazil or South Korea.

Over the entire period from 2010 to 2018, the Latino GDP is the third fastest growing, while the broader U.S. economy ranks fifth.

By 2025, the U.S. Latino GDP is on track to become the 5th largest GDP – the fastest growing among developed economies.

T H E G L O B A L E C O N O M Y

The Economy

Accounting for

from 2005 – 2050, U.S. Latinos

are the fastest growing ethnic cohort in America.

of population growth60%

T R I L L I O N S O F U . S . D O L L A R SCenter for Economic Research & Forecasting: LDC U.S. Latino GDP Report Source: International Monetary Fund, CLU-CERF

U N I T E D S T A T E S

C H I N A

J A P A N

G E R M A N Y

U N I T E D K I N G D O M

F R A N C E

I N D I A

U . S . L A T I N O S

I T A LY

B R A Z I L

S O U T H K O R E A

0 . 0 5 . 01 0 . 0

1 5 . 0 2 0 . 0

I N 2 0 1 8 , U . S . L AT I N O R E A L G D P G R E W

2 1 % FA S T E R T H A N I N D I A’ S

3 0 % FA S T E R T H A N C H I N A’ S

C O M P O U N D A N N U A L G R O W T H R A T E ( C A G R )

Center for Economic Research & Forecasting: 2020 LDC U.S. Latino GDP Report Source: OECD, CLU-CERF

0 1 2 3 4 5 6 7 8


C H I N A

U N I T E D K I N G D O M

I N D I A


S O U T H K O R E A

T H E U . S . E C O N O M Y

At over $1.7 trillion, U.S. Latino purchasing power is growing 70% faster than non-Latino

U . S . N O N - L A T I N O

U . S . L A T I N O

1 6 , 5 5 4

R E A L G D P : 2 0 1 0 VS 2 0 1 8

0

2 , 0 0 0

4 , 0 0 0

6 , 0 0 0

8 , 0 0 0

1 0 , 0 0 0

1 2 , 0 0 0

1 4 , 0 0 0

1 6 , 0 0 0

1 8 , 0 0 0

2 0 , 0 0 0

Source: U.S. Bureau of Economic Analyisis, CERF @ California Lutheran University

2 0 1 0 2 0 1 8

BIL

LIO

NS

(U

SD

)

2 , 4 3 8

1 , 8 8 6

1 4 , 6 6 8

1 7 , 0 3 5

1 9 , 4 7 3

L A T I N ON O N - L A T I N OU . S . E C O N O M Y

CO N S U M PT I O N G R OW T H : 2 0 1 7 – 2 0 1 8

0

2 . 0

4 . 0

6 . 0

8 . 0

1 0 . 0

1 2 . 0

1 4 . 0

Center for Economic Research & Forecasting: 2020 LDC U.S. Latino GDP ReportSource: BEA, CLU-CERF

U . S . N O N - L A T I N O L A T I N O

PE

RC

EN

T C

HA

NG

E

L A T I N ON O N - L A T I N O

U . S . E C O N O M Y

$ 1 .7 T R I L L I O N

The U.S. Lation GDP is growing 6 times faster than the U.S. GDP as a whole.

L AT I N O SU. S .

6 X

$ 1 .7 T R I L L I O N

One year ago, we noted that the single largest driver of rapid Latino GDP growth since 2010 was personal consumption. This continues to be true.

Since 2005, 29% of America’s growth in real income has been from U.S. Latinos

L AT I N O S A R E CO N T R I B UT I N G T O A M E R I CA’ S I N CO M E G R OW T H

2 9 % O F R E A L I N CO M E G R OW T H


U . S . N O N - L A T I N O

U . S . L A T I N O 3 . 3 %

2 .1 %

CA G R G R OW T H R AT E : 2 0 1 0 to 2 0 1 8

$ 2 . 6 T R I L L I O N I N 2 0 1 8

The total economic output (GDP) of U.S. Lations was

From 2010 to 2018, Latino real consumption grew 133% faster than non-Latino consumption.

N O N - L A T I N OL A T I N O

The average years of Effective Buying Power for U.S. Latinos is 56 years – 20 years more than non-Latino Anglos.

Consumer Buying Power

U.S. Latino real consumption grew 72% faster than non-Latinos over the last decade.

U.S. Latinos account for:

9 3 % G R OW T H I N H O M E I M P R OV E M E N T SA L E S

7 3 % G R OW T H I N M O B I L E P H O N E P U R C H A S E S

7 9 % G R OW T H I N LU X U RY C A RP U R C H A S E S

N O N - L A T I N O S


N O N - L A T I N O S

U . S . L A T I N O S 5 6 Y E A R S

7 2 % FA S T E R

3 6 Y E A R S

+ 2 0 Y E A R S

2 0 0 7 2 0 2 0

U . S . A V G U . S . L A T I N O S

There are 5 million small businesses owned by Latinos in the U.S.

Business + Entrepreneurship

The growth of Latino-owned companies has more than doubled the growth rate of all businesses across the U.S.

U.S. Latinos accounted for nearly 80% of all net new businesses created during the last decade.

Over 2 million are owned by Latinas

A N 8 7 % I N C R E A S E

S I N C E 2 0 0 7 8 0 % O F N E W B U S I N E S S E S OV E R T H E L A S T D E C A D E

4 7 % I N C R E A S E I N L AT I N O - OW N E D B U S I N E S S E S

2 % D E C R E A S E I N N O N - L AT I N O OW N E D B U S I N E S S E S

Over the past decade, U.S. Latino-owned businesses increased by 47%, while non-Latino owned businesses decreased by 2%.

U.S. Latinos have a 5% higher workforce participation rate than non-Latinos.

It is hard to imagine America without U.S. Latinos.

Prior to Covid-19, U.S. Latinos accounted for:

Labor/Workforce

3 9 % O F A L L F O O D P R O C E S S I N G WO R K E R S

4 7 % O F A L L C U T & S E W A P PA R E L M A N U FA C T U R I N G

2 5 % O F A L L R E S TAU R A N T E M P LOY E E S

2 0 % O F M A N A G E M E N T ,P R O F E S S I O N A L & R E L AT E D O C C U PAT I O N S

3 7 % O F A L L CO N S T R U C T I O N WO R K E R S

2 8 % O F A L L M E D I C A L A S S I S TA N T S

8 0 % O F N E T N E W G R OW T H A C R O S S E N T I R E U. S . WO R K F O R C E

U.S. Latinos will account for nearly 1 of 3 working age Americans in 2050

By 2050, the total potential U.S. labor force would grow to 219 million

U.S. Population331 Million

2 0 2 0 2 0 5 0

U.S. Population (projected)438 Million

1 4 6 M 7 3 M

L AT I N ON O N - L AT I N O

L A B O R F O R C E PA R T I C I PAT I O N R AT E


5 8 . 0

6 0 . 0

6 2 . 0

6 4 . 0

6 6 . 0

6 8 . 0

7 0 . 0

2 0 1 0

Source: U.S. Bureau of Census, ACS 1-year Estimates

2 0 0 5 2 0 0 6 2 0 0 7 2 0 0 8 2 0 0 9 2 0 1 2 2 0 1 3 2 0 1 4 2 0 1 5 2 0 1 6 2 0 1 7 2 0 1 82 0 1 1

PE

RC

EN

TA

GE

OF

PO

PU

LA

TIO

N

Average age of native born Latinos is 19.

U.S. Latinos account for 20% of the U.S. population

Population

2 5 % O F M I L L E N I A L A M E R I C A N S

3 3 % A L P H A G E N E R AT I O N A M E R I C A N S

Two-thirds of US Latinos are native born.

1 million U.S. Latinos will turn 18 this year.

And every year for the next 20 years.

= O N E M I L L I O N

2 0 2 1 2 0 2 2 2 0 2 3 2 0 2 4 2 0 2 5 2 0 2 6 2 0 2 7 2 0 2 8 2 0 2 9 2 0 3 0

2 0 3 1 2 0 3 2 2 0 3 3 2 0 3 4 2 0 3 5 2 0 3 6 2 0 3 7 2 0 3 8 2 0 3 9 2 0 4 0

The U.S. Latino population is growing 6 times faster than non-Latinos

L AT I N O SN O N - L AT I N O S

6 X

L AT I N O

N O N - L AT I N O

N AT I V E N O N - N AT I V E

By 2030, the Anglo population will shrink by 6%, while the U.S. Latino population will grow by 29%.

2 9 % I N C R E A S E I N U. S . L AT I N O

P O P U L AT I O N

6 % D E C R E A S E I N A N G LO

P O P U L AT I O N

2 6 % O F U. S . L AT I N O P O P U L AT I O N I S U N D E R T H E A G E O F 1 4 .

TK

Home Ownership

From 2010 to 2030, U.S. Latinos are projected to account for 52% of all new homeowners.

In 2016, U.S. Latinos accounted for 56% of home ownership growth.

U.S. Latinas are more likely than other women to have bought a first home in the past year.

H O M E OWN E R S H I P G R OW T H R AT E


- 1 . 0

0

- 2 . 0

1 . 0

2 . 0

3 . 0

4 . 0

5 . 0

6 . 0

7 . 0

8 . 0

2 0 1 0 2 0 1 1 2 0 1 2 2 0 1 3 2 0 1 4 2 0 1 5 2 0 1 6 2 0 1 7 2 0 1 8


5 2 % O F A L L N E W H O M EOW N E R S

5 6 % G R OW T H I N H O M E OW N E R S H I P

U.S. Latinos are already the largest and fastest growing ethnic group in the U.S., and over the next 30 years, 1 million Latinos will turn 18 and become eligible to vote.

Politics

2 0 2 0 E L E C T I O N : C A N D I D A T E S U P P O R T

Latino voters supported the Democratic candidate, Joseph R. Biden, by very wide margins across the country, and consistent with margins won by Obama in 2008 and 2012.

Latino voters supported Biden over Trump by a

In the counties analyzed in Arizona, California, Colorado, Illinois, New Mexico, Nevada, New York, Pennsylvania, and Wisconsin:

B I D E N T R U M P

N E A R LY 3 TO 1 M A R G I N

Overall, a majority of Latinos in Florida voted for Biden, not Trump.


In the counties analyzed in Texas, Georgia, Washington, and in Florida outside of Miami-Dade.

B I D E N T R U M P

2 TO 1 M A R G I N O R L A R G E R

In Arizona, the size of the Latino electorate and their overwhelming support for Joe Biden flipped the state from Republican to Democrat for the first time since 1996.

Without the Latino Vote in 2020, Biden would have lost

5 K E Y S TAT E S A N D 5 9 E L E C TO R A L VOT E S

A Z A ZN V

A Z G A PAN M

Latino voters supported Trump over Biden by a

In Florida, inside Miami-Dade

B I D E N T R U M P

2 TO 1 M A R G I N


In Florida, outside of Miami-Dade

B I D E N T R U M P

2 TO 1 M A R G I N

The 2020 turnout was the single largest 4-year increase in Latino vote ever.

Nearly double the nationwide 15.9% increase.

3 0 . 9 % I N C R E A S E I N L AT I N O VOT E R S F R O M 2 0 1 6 TO 2 0 2 0

2 0 1 6 2 0 2 0

2 0 2 0 E L E C T I O N : T U R N O U T

In 2020, 32 million U.S. Latinos were eligible to vote – that’s 13.35% of all eligible U.S. voters, the largest and fastest growing ethnic group in the U.S.

~ 2 3 9 M 3 2 M

Of the 32 million eligible Latino voters, 16.6 million cast a ballot in 2020.

OV E R 5 0 % O F E L I G I B L E L AT I N O S VOT E D.

5 7 % O F E A R LY L AT I N O VOT E S I N W I S CO N S I N W E R E L AT I N A S


All facts in the Politics section – Source: UCLA Latino Policy and Politics Initiative.

L’ATTITUDE is not affiliated with any political party, the party statistics included are meant to illustrate the power of the Latino voice has to impact the outcome of an election.

Latinas make up the largest age and gender cohort in most key battleground states

Compared to just 598K in 2016.

1 . 8 M L AT I N A S C A S T E A R LY VOT E S I N 2 0 2 0

2 0 2 02 0 1 6

1 . 8 M

5 9 8 K

At 65.6% U.S. Latinos have the highest rates of wireless-only adoption per household

The average U.S. Latino spends more than 8 hours watching online videos each month – over 90 minutes longer than the U.S. average.

U.S. Latinos are

On a typical weekday, 75% of US latinos get their news from Internet sources.

U . S . A V G


U.S. Latinos over-index all other cohorts in their use of digital media .

Technology

Use mobile device to access the internet:

9 4 % O F L AT I N O S 8 5 % O F N O N - L AT I N O W H I T E S

8 H O U R S + 1 . 5 H O U R S

6 . 5 H O U R S

7 5 % 2 5 %

L AT I N O SN O N - L AT I N O S

1 . 5 X M O R E L I K E LY TO B U Y M O B I L E A P P S A N D D I G I TA L M E D I A

U.S. Latinos are 62% more likely than non-Latinos to rely on social networking sites for healthcare information.

6 2 % +

44% of the population say Latino culture is having a positive effect on America.

Culture

M U S I C

Latin music albums have surpassed country music in most listened to genres – it is now one of the top 5 consumed genres.

M O V I E S

S O C I A L M E D I A

Filmmaker and Director, Robert Rodriguez's We Can All Be Heroes is the most popular movie ever no Netflix, beating out The Grinch with a 57 day streak in the top ten.

Some of the most followed and influential stars on Instagram are Latinas:

Latinos are pioneering space exploration and advancements for NASA:

S P O R T SS P A C E

Soccer is one of the fastest growing sport in America

Latinos in Baseball

5 7 % O F M I L L E N I A L S L I S T E N TO L AT I N M U S I C

3 1 % O F M A J O R L E A G U E BA S E B A L L P L AY E R S

5 0 % O F M I N O R L E A G U E BA S E BA L L P L AY E R S

Latinx artists were 3 of the top 10 Billboard artists in 2019

Despacito was the most streamed song ever in 2018

2 0 1 8

Senorita was the top streamed song on Spotify in 2019

Bad Bunny was the top streamed artist on Spotify in 2020, with more than 8.3 billion streams globally. He’s followed by Drake, J Balvin (another Latino artist), Juice WRLD and The Weekend. (Billboard)

Bad Bunny’s YHLQMDLG garnered 3.3 billion streams, making it Spotify’s most-streamed album globally (Billboard)

2 0 1 9 2 0 2 0

2 1 5 M S E L E N A G O M E Z

1 4 5 M J E N N I F E R LO P E Z

1 0 0 M D E M I LOVATO

Selena Gomez ranks as #6 on social media overall

Sergio Valdez, a second generation Mexican Immigrant, lead an NASA effort to land, Perseverance, the most advanced rover to land on Mars.

Diana Trujillo, a Colombian immigrant, is The Mars 2020 Deputy Surface Lead, ensuring that Mars 2020 Robotic arm operates and functions exactly as expected.

N U M B E R O F F O L L O W E R S I N M I L L I O N S

I N S T A G R A M

C R I S T I A N O R O N A L D O

A R I A N A G R A N D E

D W A Y N E J O H N S O N ( T H E R O C K )

K Y L I E J E N N E R

S E L E N A G O M E Z

K I M K A R D A S H I A N W E S T

L E O M E S S I

B E Y O N C É

J U S T I N B I E B E R

0 1 0 0 2 0 0 3 0 0 4 0 05 0 1 5 0 2 5 0 3 5 0

I N S TA G R A M A CCO U N TS WI T H T H E M O S T F O L LOWE R S WO R L DWI D E ( JA N 2 0 2 1 )

The U.S. Latino public school student population is large, dispersed, and growing, and is the second largest cohort in American schools. Since 2011, a higher percentage of U.S. Latino high school graduates have enrolled in college than non-Latinos.

Educational attainment is essential to the New Mainstream Economy.

At 3 million students, U.S. Latino college students account for nearly 20% of all college enrollment.

Percentage of parents who say earning a college degree is very important for their children:

Year over year since 2011, more U.S. Latinos than non-Latinos have enrolled in college.

A D V A N C E D D E G R E E S

Education

G R OW T H I N E D U CAT I O N A L AT TA I N M E N T : B A C H E LO R ’ S D E G R E E O R H I G H E R

8 6 % O F L AT I N O PA R E N TS 7 9 % O F B L A C K PA R E N TS 6 7 % O F A N G LO PA R E N TS

M I L L E N N I A L L AT I N A S WI T H A N A DVA N C E D D E G R E E I N C R E A S E D 7 0 %

CO M PA R E D T O A 3 5 % I N C R E A S E I N

N O N - L AT I N A F E M A L E S

5 5 % O F U. S . L AT I N O CO L L E G E S T U D E N T S WO R K WH I L E I N S C H O O L , T H E H I G H E S T R AT E O F A L L CO H O R TS

U.S. Latino students account for 28% of all public school students.

The U.S. Latino public school student population is large, dispersed, and growing, and is the second largest cohort in American schools.

That’s more than Black, Asian, American Indian, Pacific Islander, and Bi-racial students combined.

U.S. Latino children account for more than 20% of kindergarten students in 18 states.

K - 1 2 E D U C A T I O N

A N G LO A L L OT H E R S L AT I N O


0

1

2

3

4

5

6

7

8

9

2 0 1 1 2 0 1 2 2 0 1 3 2 0 1 4 2 0 1 5 2 0 1 6 2 0 1 7 2 0 1 8


For Millennial Latinas, the growth is especially substantial:

+ 7 0 %

+ 3 5 %


~ 1 2 M ~ 3 M

4 6 % 2 6 % 2 8 %

60% of population growth

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