Apparel brands and retailers that are not paying attention to the U.S. Latino demographic aren’t just missing a trend—they’re missing one of the most powerful forces shaping the future of retail and culture.

U.S. Census Bureau statistics from 2022 show there are 65 million Latinos in the U.S., accounting for 19 percent of the total population. The Latino Donor Collaborative’s 2025 U.S. Latino GDP Report found that Latino purchasing power has surpassed $4 trillion, expanding 2.4 times faster than that of the rest of the economy.

From fashion and beauty to food, entertainment, sports and technology, their preferences don’t just participate in the market—they actively redefine it. A clear example of how deeply Latino culture’s growing influence on mainstream entertainment—and its power to drive conversation, visibility, and consumer behavior—came during the 2026 Super Bowl Halftime Show headlined by Bad Bunny. The Puerto Rican singer and rapper drew criticism from conservative figures, including Donald Trump, who described the performance as a “slap in the face” to the country. Yet the backlash did little to dampen its reach: according to Nielsen, 128.2 million viewers tuned in to watch the U.S. citizen’s set, making it the fourth most-watched halftime show in history. Roc Nation, the NFL’s official live music entertainment strategist, reported 4.157 billion viewers worldwide across global and U.S. broadcasts of the game, YouTube and on other digital properties in the first 24 hours after his performance.

U.S. brands are realizing that Hispanic marketing is a business imperative, according to Jose Villa, the chairman of the Hispanic Marketing Council, and they are finding creative ways to ensure that growth is captured, regardless of the current DEI pullback and narrative. “Demand for cultural competency, data-driven insights and expert partners is rising as brands compete for relevance with younger, Hispanic-skewing consumers who expect authenticity,” he said. “Gen Z and Gen Alpha are both multicultural majority segments driven by Latino consumer growth and are the key to brand growth.”

Overlooking this demographic isn’t just a missed opportunity—it’s a strategic blind spot in a marketplace that’s becoming more diverse. Stacie de Armas, Nieslen’s SVP of inclusive insights and intelligence said 58 percent of Latinos in the U.S. are under the age of 34. The median age is 31 and 37 percent of Latino households having children in the home compared to 24 percent of non-Hispanic households. Additionally, the Hispanic Marketing Council reports that Latinos are projected to be responsible for 71 percent of U.S. population growth between 2022-2032.

De Armas emphasized that this demographic is just entering the family-building stage of life—when spending accelerates across personal wardrobes, growing children and the home. For brands and retailers, that creates a longer runway to earn and sustain brand loyalty. “You have this prime population of people that are looking for brands that are that speak to them, that have engaged with them, that feel authentic to them,” she said.

For many Latino consumers, they’re receiving that message on social media. De Armas said 51 percent of Hispanic consumers frequently buy products that they see advertised on social. Latino women especially rely on content creators for shopping advice. She noted that 15 percent of Hispanic women say that they regularly purchase products that are based on an influencer recommendation. “That’s the real opportunity here,” de Armas said. “Brands need to think about all the ways they can show up—where they advertise and how they connect with their audience.”

The 2026 Super Bowl Halftime Show also serves as a reminder of how language should not be perceived a barrier for brands to connect with Latino consumers. The Latino Donor Collaborative’s U.S. Latino GDP Report found that 68 percent of U.S. Latino households speak “some Spanish” while 32 percent speak only English. De Armas added that different languages are increasingly seen as an asset, especially among younger consumers.

Villa said one of the biggest mistakes a brand can make is “Latino coating,” or surface-level cultural cues, casting or translation without real insight and cultural authenticity.

Gap’s recent campaign featuring Young Miko—the bilingual, 28-year-old Puerto Rican rapper and singer—is a strong example of this cohort’s openness to multilingual content built around deep cultural insights. “Young Miko is a great example English and Spanish,” de Armas said. “She can hold her own in both spaces, and with a big brand like Gap behind her, [it is] very engaging for young Latinos. It connects music, culture and language all wrapped in one. What a perfect chapter two to the Katseye campaign.”

The next global event to test this theory will be the 2026 FIFA World Cup in North America this summer. With soccer so deeply tied to Latino identity and community, De Armas believes the tournament will provide a powerful opportunity for brands to connect with Latino consumers at scale. Nielsen data found that 37 percent of Latinos are more likely to be loyal to company that sponsors an event or sport they follow.

Cultural relevance drives commercial impact, de Armas added. When Latino identity, music, language, and storytelling are authentically represented, audiences respond—and they spend.

This article was published in SJ Denim’s Spring 2026 issue. Click here to read more.