demographics (16)

Over 1 in 4 Americans will be Latino by 2060


The U.S. Latino population, now about 1 in 5 Americans, is projected to continue increasing through the year 2060, when over 1 in 4 Americans are likely to be Latino, according to U.S. Census Bureau projections.

Hispanics are now 19.1% of the U.S. population but are projected to make up 26.9% of the population in less than four decades. Meanwhile, the non-Hispanic white population is projected to continue to decline from 58.9% now to 44.9% by 2060. READ MORE AT NBC NEWS

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20 cities with the most Hispanics


California, Texas, Florida, Arizona and New Mexico are the states with the highest Hispanic population. These states also have the highest concentration of Latino-owned businesses. In California, 85,000 of the total 764,000 businesses are owned by Hispanics or Latinos, which is equivalent to over 11% of all businesses in the state. These businesses provide jobs to an estimated 670,000 people and contribute $25 billion towards the state economy. These figures were shared by the Latino Policy and Politics Institute in August 2023. READ MORE AT YAHOO FINANCE

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As patterns of immigration from Latin America change, Venezuelans have now become the fastest-growing Latino group in the U.S., according to the report, which also noted that immigrants make up a declining share of Latinos in the country.

Between 2010 and 2021, the Venezuelan population in the U.S. increased by 169%, from roughly 240,000 to 640,000, researchers found.. Dominicans and Guatemalans followed with growth rates of 60% each.

While Mexicans remain the largest Latino origin group, they had the slowest growth rate — 13%. READ MORE AT THE LA TIMES

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A recent data analysis of the 2020 census shows the number of Latino children in the U.S. grew by more than 1 million in a 10-year period.

The analysis, conducted by the U.S. Census Bureau, offers additional insight into the U.S. population and the ways it has changed since the previous census in 2010. Researchers found that 25.7% (18.8 million) of all U.S. children under 18 were of Latino origin in 2020, up from 23.1% (17.1 million) in 2010.

The Latino population also saw an increase in their overall median age to 30 years old, up 2.7 years from 2010. Non-Hispanics’ median age also grew, but less: they reached a median of 41.1 years of age in 2020, up 1.5 years from 2010. READ MORE AT NBCNEWS

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Hispanics are now confirmed as the largest demographic group in Texas with more than 12 million residents, while non-Hispanic white population is estimated to be 11.9 million, according to new data from the Census Bureau.

Texas added 262,000 new white residents, as well as about 223,000 Hispanic residents from July 2021 to July 2022, but overall Hispanic population outnumbered white population by 128,938 people. READ MORE AT THE DALLAS MORNING NEWS

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Latinos contributed at least $65.1 billion to the Phoenix-area economy, according to a new report measuring the gross domestic product of the region's fastest growing demographic group. That is higher than the entire economies of the states of Maine and North Dakota, the report found.

Latinos comprise 1.5 million, or 31% of the total Phoenix metro population. That makes the Phoenix metro area the 8th largest in the U.S. by Latino population. READ MORE AT AZCENTRAL

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How Latinos have changed the American landscape


An examination of Latinos' lives over a 20-year span found increasing diversity and major educational and economic gains, though some inequalities remain, according to a new report by the UCLA Latino Policy and Politics Institute. The big picture: The report, which compared U.S. Census data from 2000 and 2o20, paints a picture of just how much Latinos have changed the American landscape — and how it's changed them, too.

By the numbers: Mexican Americans and Mexican immigrants still account for the largest share of U.S. Latinos (59%), but the share of people from South and Central America is quickly growing, owing largely to political and economic instability in those nations. READ MORE AT AXIOS

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The economic state of Latinos in the U.S.


Latinos account for the fastest-growing portion of US GDP. So much so, that if we considered US Latinos as their own country, it would be third only to the GDP growth rate of China and India in the past decade.1 At a time of economic uncertainty with concerns about a possible recession growing, consumers are looking for additional support.

Latinos are conscious of their impact, choosing brands that value the environment and their employees, all of which makes them more influential than their income levels would suggest. READ MORE AT MCKINSEY.COM

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In 2020 Hispanic voters will overtake Blacks


In the next presidential election, Hispanic voters will exceed black voters by six percent.

And that demographic shift isn’t the only news in a Pew report about the 2020 election and who will vote in it.

Reading between the lines shows that immigration is not only the reason for blacks losing second place to whites demographically, but also the reason the electorate is shifting left and headed toward a tipping point that will ensure perpetual Democratic rule.

Hispanic Ascendency, Foreign Voters
“While demographic changes unfold slowly, it’s already clear that the 2020 electorate will be unique in several ways,” Pew analysts Anthony Cilluffo and Richard Fry wrote. “Nonwhites will account for a third of eligible voters — their largest share ever — driven by long-term increases among certain groups, especially Hispanics.” READ MORE AT THE NEW AMERICAN

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For the first time, non-Hispanic white residents now make up less than half (49.9%) of the nation’s under age 15 population, newly released 2018 U.S. Census Bureau estimates show. The new data highlight the increasing racial diversity of the nation’s overall population, for which non-Hispanic whites now comprise only slightly more than three-fifths (60.4%) of all residents.

But the fact that white children under 15 have already become a minority in their age group puts an exclamation point on the fact that the nation’s diversity is percolating from the “bottom up” as the white population ages. READ MORE AT BROOKINGS

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The hidden discrimination facing Hispanic students


Hispanics make up about a quarter of the U.S. student population, nearly half of whom reside in our two most-populous states — California and Texas. But while 1 in 5 U.S. students call these states home, California and Texas have access to only 4 percent of the national spots at the National Geographic Bee, the U.S. Academic Decathlon, Letters About Literature, the Presidential Scholars Program award and several other iconic academic competitions. READ MORE AT WASHINGTON POST

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If you go by the number of people who check the “Hispanic” box in US Census Bureau forms, people of Latin American descent make up 18% of the population. But, among the adult population, there are another 5 million, who don’t consider themselves Hispanic but descend from Latin America, according estimates from Pew Research Center.

Among the estimated 42.7 million U.S. adults with Hispanic ancestry in 2015, 89%, or about 37.8 million, thought of themselves as Hispanic or Latino, but the rest did not, according to Pew surveys. By the fourth generation, half those with Hispanic background no longer consider themselves part of the group. READ MORE AT QUARTZ

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New U.S. census figures herald a future where Spanish is more likely to be heard inside classrooms and everything from politics to fashion and food will be executed with a Latin flair.

After a steady increase of Latinos in the area due to births and immigration, one out of every three children under 5 in Cook County now come from a Latino ethnic background, according to the recently released data.

In Chicago, more than 40 percent of children younger than 5 are Latino. In more than 30 suburbs including Carpentersville and Franklin Park, more than half of preschool-age children are Latino. In a few communities such as Cicero and Melrose Park, more than 80 percent are Latino.

What that means for the area depends on how well local schools and other community institutions can absorb one of the country's fastest-growing Latino populations, experts said.

School districts that have seen dramatic increases of Latino students during the last decade have sought to keep up with the population surge through dual-language programs and workshops for parents and teachers.

"Our goal is not to teach children English, per se," said Carol Crum, who oversees early childhood education in School District 130 in south suburban Cook County, a district where more than half of the student population is Latino. "That can be controversial. But it's about us building a strong language foundation and a pre-academic readiness for our children whatever their home language is."

In parts of Chicago and suburban communities where Latino enclaves have formed, the demand for such services often exceeds the capacity to supply them, studies show.

That has particularly been the case with early childhood education programs, which in Latino neighborhoods have seen longer waitlists as more young Latino families try to enroll their children in preschool.

A partial consequence: About 35 percent of Latino 4-year-olds in Illinois are enrolled in preschool, compared with 66 percent of white children and 54 percent of African-American children, according to a University of California at Berkeley report published last fall. READ MORE

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Latino numbers are up; why isn't their clout?


Latinos in the United States have been betting on the numbers – their numbers.

In the last three decades, I've heard politicos, academics, activists and others boast that a swelling population would eventually bring the Latino community power and respect.

They include President Barack Obama, who just last month told a group of Latino online journalists gathered at the White House that he was confident that he'd see a competitive Hispanic candidate running for president during his lifetime.

"Just look at the demographics," Obama said. "With numbers comes political power."

Not necessarily, Mr. President.

The assumption has been that, at some point, the Latino population would become so large and its influence on everything from business to sports to food to pop culture would be so profound that it would be impossible to ignore.

However, Latinos have learned that – given a continued scarcity in law, business, media, academia, publishing, entertainment and other professions – nothing is impossible. If someone wants to ignore you, they will. And in a country that still defines racial and ethnic relations in terms of black and white, those who fit into neither category are often ignored.

In the case of Latinos, this is no easy trick. The 2010 census revealed that there are 50 million Latinos living in the United States, spread throughout all 50 states. They constitute 16 percent of the U.S. population and account for more than half of the growth of the country's total population over the last 10 years. READ MORE

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Advertisers Miss Key Targets In Hispanic Market


Carat USA, the Aegis Group media shop, has completed a detailed new study of the Hispanic consumer segment and concluded that marketers are spending dollars against the sector in highly inefficient ways, due to continued reliance on old assumptions and outdated methods of communicating with the Latino population.

The new data has led Carat to conclude that 90% of Hispanic media budgets are targeting only 20% of the Latino population -- and are missing the opportunity to “drive significant business value among 80% of the Hispanic market.”

Among the major findings: a significant decrease in traditional word-of-mouth influence from friends and family. Just like the rest of the population, Hispanics have been empowered by the digital revolution and are highly engaged with digital and social content (such as online ratings, reviews, and blogs).

Digital information now influences the majority of Hispanic purchasing decisions, the agency research found. Previously, children had greater influence in purchases made by parents, and marketers have sought to tap into that persuasion factor. Today, however, 50% of U.S. Hispanic consumers say they no longer shop with their children, opening up a significant opportunity to market to individuals directly through social media channels, per the report.

Another key finding per the study: Impulse purchases and self-indulgence are rising as a mindset among U.S. Hispanics. Nearly 60% of the Latinos surveyed indicated they no longer wait for things to go on sale before purchasing them. And more than half of the respondents said they now make purchases to keep up with the latest fashions.

The green movement has not passed over Hispanic households; nearly 40% now make purchasing decisions based on whether they believe a product or service is environmentally friendly.

“Our research shows there is an immediate opportunity for marketers to maximize their media value and use their dollars more efficiently and effectively by embracing this tremendous cultural shift,” among Hispanics, the fastest growing population segment in the U.S., stated Doug Ray, president, Carat USA. “Advertisers can now tap into a more current set of passions and motivations, some of which are entirely different from those typically identified with Hispanic shoppers, even as recently as five years ago.” READ MORE

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