Latino market continues to grow in the US, but many opportunities remain untapped

For Ana Valdez, the numbers tell the story about the power of the Latino population in the U.S. economy. U.S. Latinos accounted for 73% of the nation’s labor force growth since 2010 despite representing 18.6% of the population. Additionally, if U.S. Latinos were a standalone country, they would represent the fifth-largest gross domestic product in the world at $2.8 trillion. For Valdez, executive director of the Latino Donor Collaborative, those numbers also represent an often-untapped opportunity. One of her organization’s goals is to change that by reshaping the perception of Latinos in America. A big part of that mission is helping companies understand how to target and serve Latino audiences and capitalize on the potential of the Latino labor force and customer base.