9th Annual Report · 2026 · CLU-CERF

U.S. Latinos surpass Japan as the world's 4th largest economy.

$4.4 trillion in economic output in 2024 — growing 6.4% while the broader U.S. economy grew just 2.4%. The Latino economic engine is redefining American prosperity.

$4.4T

U.S. Latino GDP · 2024

4th largest economy globally

6.4%

Real GDP growth 2023–2024

vs. 2.4% for the U.S. overall

68M+

U.S. Latino population

1 in 5 Americans

35.1M

Latinos in the U.S. labor force

+46.5% since 2010

GDP Size & Ranking · 2024 GDP in Trillions USD

The world's 10 largest economies.

At $4.4T, U.S. Latino GDP now exceeds Japan's entire national economy by nearly 9%. For the fourth consecutive year, it surpasses India, the U.K., and France.

Sources: IMF · CLU-CERF · 2026 U.S. Latino GDP Report

+9%

U.S. Latino GDP is now nearly 9% larger than Japan's entire economy — a historic first.

15.0%

Latino share of U.S. GDP in 2024 — up from 10.6% in 2010.

$3.0T

Total U.S. Latino consumption — larger than the entire economies of Italy or Canada.

Growth Performance · Avg Annual Real GDP Growth 2010–2024

The fastest-growing major economy on the planet.

Since 2019, U.S. Latino GDP has grown faster than every major economy on Earth. From 2010–2024, real Latino GDP grew 86.9%, vs. just 30.7% for Non-Latino GDP.

Sources: World Bank · CLU-CERF · 2026 U.S. Latino GDP Report

2.9×

Faster than Non-Latino (2019–24)

86.9%

Real growth since 2010

4.6%

Avg annual real growth

50%

Of U.S. real GDP growth since 2019

Economic Drivers

Human capital fueling the engine.

Latino GDP growth is powered by extraordinary gains in education, income, labor force participation, and household formation — all outpacing Non-Latino benchmarks by wide margins.

Education

3.2×

Faster growth in bachelor's degrees for Latinos vs Non-Latinos (2010–2024). Highly-educated Latinos grew 144.5%.

Income

3.4×

Faster real income growth. Latino real wage income grew 74.1% vs. only 21.7% for Non-Latinos.

Labor Force

7.2×

Faster labor force growth. Latinos drove 56.5% of all U.S. labor force growth since 2010.

Population

1 in 5

For the first time, 1 in every 5 Americans is Latino. Population grew 34.1% since 2010 vs. 5.2% for Non-Latinos.

Participation

69%

Latino labor force participation in 2024 — the highest since 2010 and 6.2 pts above the Non-Latino rate.

Homeownership

+64.6%

Growth in Latino homeowners since 2010 vs. only 11.3% for Non-Latinos. 34% of all U.S. homeownership growth.

Automotive Spotlight

The Latino automotive economic footprint.

Durables Manufacturing — which includes motor vehicles, bodies, trailers, and parts — represents $175.4 billion of Latino GDP. "Motor Vehicle and Parts Dealers" is a standalone sector in the 70-sector GDP framework, reflecting the depth of Latino participation across the full automotive value chain.

$175.4B

Latino GDP from Durables Manufacturing

Includes motor vehicles, bodies, trailers & parts · 4.0% of Latino GDP

$3.0T

Total Latino consumption in 2024

Income growing 3.4× faster than Non-Latino

31.2

Median Latino age (years)

Prime vehicle-buying demographic

+52.4%

Growth in Latino households since 2010

Structural, category-wide vehicle demand

Why this matters for automotive

68M+ Latinos in the U.S. — 20% of the population.

Median age 31.2 years — prime vehicle-buying age.

87.8% work in the private sector — commuters and buyers.

+52.4% growth in Latino households since 2010 — new vehicle demand.

Latino income grew 3.4× faster than Non-Latino from 2010–2024. Real wage income surged 29.3% from 2019–2024 alone — 22× faster than Non-Latino income during the same period. With a younger median age, faster household formation, and rising homeownership, Latino consumers represent the most structurally durable growth segment in the U.S. automotive market.

Strategic Implications

What this data means for brands marketing to Latinos.

The $4.4T figure is not a demographic footnote. It is a structural market signal. Every brand that treats Latino consumers as a secondary audience is leaving a growing share of the U.S. economy on the table.

This is not a niche. It's the core.

20% of the U.S. population and 15% of GDP. Any brand strategy that doesn't account for Latino consumers is built on an incomplete picture of America.

The growth premium is compounding.

Latino GDP is growing 2.9× faster than Non-Latino GDP. The gap is widening — brands that invest now capture compounding loyalty and share.

Income is rising faster than any segment.

Real Latino wage income grew 29.3% from 2019–2024 — 22× faster than Non-Latino. Rising income means rising purchasing power across every category.

Young, employed, and buying.

Median age 31.2, 69% labor force participation, 87.8% private-sector employment. The highest-propensity consumer demographic in the U.S.

Household formation drives category demand.

Latino households grew 52.4% since 2010. Every new household is a customer acquisition opportunity across multiple categories.

Generic campaigns don't convert.

Culturally precise targeting — not translated ads — sees 2–3× benchmark performance. Latinos are not a monolith.

Business ownership creates B2B opportunity.

Latino-owned businesses grew 158% from 2007–2023 — nearly 7× faster than Non-Latino. A parallel B2B market for fleets, insurance and financial services.

First-mover window is now.

Most major brands still underinvest in Latino media relative to the segment's economic weight. The window to own the relationship is open.

"The question is no longer whether to market to Latinos. The question is whether you can afford not to."

A $4.4T economy growing at 2.9× the rate of the broader U.S. market — with a young median age, rising income, and accelerating household formation — is not a segment to test. It is a market to lead.

Industry Breakdown · 2024 Latino GDP

A broad, diversified $4.4T economy.

The Latino economy spans all 15 major industry groups. Finance & Real Estate leads at $766B, followed by Professional & Business Services at $561B.

Finance & Real Estate

17.5% of Latino GDP

$766B

Professional & Business Services

12.8% of Latino GDP

$561B

Government Services

9.0% of Latino GDP

$395B

Construction

8.4% of Latino GDP

$367B

Education & Healthcare

7.8% of Latino GDP

$344B

Retail Trade

6.6% of Latino GDP

$288B

Transportation & Warehousing

5.9% of Latino GDP

$258B

Non-Durables Manufacturing

4.7% of Latino GDP

$207B

Source: U.S. Bureau of Economic Analysis · CLU-CERF · 2026 U.S. Latino GDP Report

COVID-19 Resilience

Hit harder. Recovered faster.

29.3%

Real Latino income growth 2019–24

vs. 1.3% Non-Latino · 22× faster

50%

Of all U.S. real GDP growth since 2019

Driven by Latinos

+1.2M

Latino population growth in 2021

Non-Latino declined by 250K

4.2 yrs

Latino life-expectancy advantage

Over Non-Hispanic Whites, 2023

The Bottom Line

The U.S. Latino economy is not a niche market. It is the 4th largest economy on Earth.

$4.4 trillion. 68 million people. Growing 2.9× faster than the rest of the U.S. economy. The data is unambiguous — and it has profound implications for every sector of American business.

Deploy the intelligence

Turn a $4.4T economy into measurable outcomes.

Autoproyecto's LiftCore infrastructure activates U.S. Latino demand across every stage of the funnel — with third-party validated performance.