Latino Americans on the Rise

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From 2001 to 2010, the U.S. witnessed the largest influx of immigrants than at any other time in history. By 2050, the Latino population is expected to make up the majority of the U.S. population, with a 30% share.

The emergence of a Latino majority will have a major impact on American politics, business and society.

  • Market size – Today, Hispanics make up 17% of the U.S. population and are the nation’s largest minority group at 53 million, according to the U.S. Census Bureau (2013). Due to their relative youth (PDF) and fast-growing population, by 2050 there will be 133 million Hispanics, equal to 30% of the U.S. population.
  • Marketing – Initiatives targeting the Hispanic community will become the norm as Latino spending power increases. And with a median age of 29 versus 41 for non-Hispanic whites, Latinos are a highly desirable target for companies interested in reaching young adults.
  • Politics – More than twice as many Hispanics either identify as Democrats or lean toward the Democratic Party as identify with the GOP or lean Republican (57% vs. 24%).

The fate of the Republican Party will unfold as the Latino community becomes the majority and comes of age amidst a changing American landscape.