The ethnic pride and empowered identity among younger Hispanics that we highlighted in 2021 (see America’s Next-Gen Latinxs) are flourishing, reinforced by rising discrimination and Hispanics’ growing cultural clout (both explored further below). Importantly, the next generation is putting their own stamp on the ways in which their heritage is carried forward.

With hate crimes and discrimination rising in the US, Hispanics increasingly feel their contributions to society are undervalued. As a result, trust in institutions (including brands) is falling, making brand allyship newly critical (see also our Hispanic Marketing Council Summit 2026 report).

Hispanics are reshaping American culture – powerfully symbolised this year by Puerto Rican star Bad Bunny (who performs in Spanish) dominating a prime American pop-cultural moment, the Super Bowl Halftime Show. In turn, cultural confidence is strong: two-thirds of Hispanics say their community contributes positively to American society in terms of culture, economy, and innovation (We Are All Human, 2025).

Successfully pursuing upward mobility – household income growth jumped nearly 43% from 2017 to 2024 (Forbes, 2026) – many Hispanic Americans are embracing higher education, entrepreneurial ventures, and a goal of securing generational wealth. For brands, this signals clear opportunity to provide culturally specific career and financial guidance.