3. TABLE OF CONTENTS
WELCOME 4
OVERVIEW 5
LATINOS IN THE ECONOMY 6
LATINOS IN EDUCATION 8
LATINOS IN PUBLIC SERVICE 10
LATINOS IN MEDIA & ENTERTAINMENT 12
NOTES 14
3
4. Since its founding, America has been a country defined by
the exceptional contributions of its citizens. Citizens who
built the most economically advanced, culturally rich, and
ethnically diverse country the world has ever seen. Each
subsequent generation of Americans have added further
color and texture to the masterpiece of this great experi-
ment in human democracy. And as we continue to advance
further into a new chapter of American history, there is
one group that is becoming more and more crucial to our
continued success - Latinos.
Latinos, more than any other group today, are reinvigorat-
ing the strength of American economic and social growth.
Whether it be as job creators or consumers, teachers or stu-
dents, leaders or voters, Latinos stand ready to lead a new
coalition of Americans as we head further into this new
century.
However, these successful trends at first can be difficult
to spot. Our society has passively taken the stereotypes of
the past as fact - talking about Latinos as a kind of foreign
threat to the United States to be managed with walls or with
schemes to break apart Latino families.
It is time to move past these misunderstandings. It is critical
that we open our eyes to real Latinos – optimistic Ameri-
cans who are driving our new mainstream economy, young
Americans who are starting our new families, and increas-
ingly well-educated Americans who will drive tomorrow’s
innovation. We at the Latino Donor Collaborative are ex-
cited and honored to work hand in hand with our partners
around the country to begin this new chapter together.
Sincerely,
Sol, Ana & Will
WELCOME
TO THE NEW
GENERATION
OF AMERICAN
LEADERS
SOL TRUJILLO
Founder & Chairman
ANA VALDEZ
Executive Director
WILLIAM FERNANDEZ
Associate Advisor
4
5. AN IN-DEPTH LOOK AT LATINO REPRESENTATION
This analysis hopes to share the stories, realities, and data that underscore the growing impact that Latinos make across the
United States every single day. From increased buying power to new entrepreneurial leaders, larger representation in both
the elementary classroom and the college dormroom, booming rates of voter registration and civic engagement and the
fastest growing media market in the country - the future is bright for Latinos in America.
THE LATINO BOOM
IS HERE TO STAY
MEDIA & ENTERTAINMENT
As media and entertainment continue to innovate heading
into the twenty-first century, Latinos will remain as leading
users and shapers within the growing global industry.
PUBLIC SERVICE
Latinos are playing crucial civic roles in cities all across the
U.S. including heightened power at the voting box, increased
volunteerism and greater political representation.
EDUCATION
With one out of every four new children born into the
U.S. coming from the Latino community and rising high
school completion nationally, Latinos are poised to be the
scholars of tomorrow.
ECONOMY
Latinos account for both the fastest growing market share
of the economy, with current purchasing power of $1.5
trillion, and the fastest growing workforce, with 23
million workers and counting.
5
6. LATINOS
IN THE ECONOMY
WORKFORCE DEVELOPMENT
• More than 55 million people — almost one-fifth of the U.S. population — are Latino
and 800,000 of those Latinos turn 18 years old every year. 1
• Within the next ten years, Latinos will account for the vast majority, 74%, of the 10.5
million workers added to the labor force from 2010 to 2020. 2
• The Latino share of the labor force is projected to increase from 14.8% in 2010 to 18.6%
in 2020. 3
• The nation’s labor force participation rate—that is, the share of the population ages 16
and older either employed or looking for work—was 62.9% in 2014. Among Latinos,
the rate was 66.1%. 4
• Latinos are ambicultural, evidenced by the fact that 35% of Hispanic homes now speak
English and Spanish within the home - up 87% from 2013. Comparatively, only 22%
speak one language. This means that marketers can’t just convey their messages in Span-
ish or English. They need to communicate in both. 5
• Latinos today also account for more than 70,000 of the country’s CEOs and 50,000 of
our physicians and surgeons. 6
“THE ENTREPRENEURS
OF THE FUTURE WILL
INCREASINGLY BE
HISPANIC. IF OUR
COUNTRY WANTS TO
CONTINUE ITS RUN OF
ECONOMIC SUCCESS,
WE MUST DO EVERY-
THING WE CAN TO IN-
CUBATE AND SUPPORT
THEM.” 7
ALBERTO DÁVILA,
MARIE T. MORA &
ANGELA MAREK
ZEITLIN
REPORT FOR THE PARTNERSHIP FOR
A NEW AMERICAN ECONOMY
6
7. MARKET POWER & GROWTH
• Latino buying power is $1.5 trillion and is expected to grow to $1.9 trillion by 2019,
comparable in size to Canada’s current national GDP. 1
• The median household income for Latinos increased by 3.5% to $40,963, the first
annual increase since 2000. 2
• Latino households earning more than $50,000 annually are projected to grow at a
faster rate than the total number of all U.S. households. 3
• 86 percent of Latina women are at the helm of purchasing decisions. 4
• The median age for the Latino population is 28 years old, nearly ten years younger
than the total market median age of 37. 5
ENTREPRENEURSHIP
• Latinos now account for one out of every five new entrepreneurs in the United
States, and Hispanic-owned businesses have grown at double the growth rate of all
other U.S. firms, with a spectacular 44 percent increase between 2002 and 2007. 1
• The strides in entrepreneurship are particularly apparent among Latino women: 1
in 10 female-owned businesses were started by Latinas. 2
• From 1990 to 2012, the number of Hispanic entrepreneurs in America more than
tripled, going from 577,000 to more than 2 million. 3
• As recently as 2007, Hispanic-owned businesses contributed more than $350 billion
in revenues to the U.S. economy. 4
WELFARE & TAXES
• The Latino unemployment rate has declined by 59 percent from a high of 13.1 per-
cent in November 2010 to a low of 5.4 percent in February 2016. In addition, unem-
ployed Latinos experience a shorter duration of unemployment and are less likely
to join the ranks of the long-term unemployed than are either their unemployed
white or black counterparts. 1
• From 2012 to 2013, the number of Latinos in poverty dropped from 13.6 million to
12.7 million, even as the Latino population grew by 1 million over the same time
period. 2
• The drop in the poverty rate among Latinos – from 25.6% in 2012 to 23.5% in 2013
– contributed to the first decline in the nation’s overall poverty rate since 2006. 3
• In 2013, Hispanic households paid almost $124 billion in federal taxes, including
individual and corporate income taxes, payroll taxes, and excise taxes, and almost
$67 billion in state and local taxes. 4
• Tax contributions from Hispanic households also play a critical role in funding
Social Security and Medicare. In 2013, Hispanic households contributed about $98
billion to Social Security and $23 billion to Medicare through payroll taxes. 5
55MILLION
LATINOS IN THE
UNITED STATES
TODAY
$1.5TRILLION
LATINO BUYING
POWER IN 2015
20% OF NEW
ENTREPRENEURS
ARE LATINO
59%
DECREASE IN
LATINO
UNEMPLOYMENT
SINCE 2010
7
8. LATINOS
IN EDUCATION
EARLY CHILDHOOD
• The representation of Latino students enrolled in public elementary and secondary
schools has increased from 19 to 24 percent of all students and are projected to repre-
sent 30% by 2023. 1
• Hispanic students have accelerated their progress in math. Between 2003 and 2013, the
average 4th grade National Assessment of Educational Progress (NAEP) math score for
Hispanic students increased 9 points (to 231). In the same time frame, 8th grade math
scores for Latinos increased 11 points (to 263). 2
• Latino students have increased progress in reading scores. Between 2003 and 2013, the
4th grade NAEP Hispanic reading scores increased 7 points (to 207). In the same time
frame, 8th grade reading scores increased 11 points (to 256). 3
• Latino parents value higher education for their children. In a 2011-12 survey of parents
with children in middle or high school, 91% of Latino parents expected their child to
obtain some level of higher education. 4
“EDUCATION IS KEY. AS
HISPANICS ENTER THE
PROFESSIONS, ESPE-
CIALLY BUSINESS, FI-
NANCE, AND LAW, THEY
HAVE GREATER OP-
PORTUNITIES TO MOVE
INTO... AND UP THE
LADDER. THE RESPON-
SIBILITY LARGELY RESTS
ON US TO ADVOCATE,
TO ENGAGE, TO EXCEL,
AND TO DEMONSTRATE
TO EVERYONE THAT WE
CAN MAKE A DIFFER-
ENCE.” 5
AIDA ALVAREZ
FORMER ADMINISTRATOR,
U.S. SMALL BUSINESS ADMINISTRATION
8
9. COLLEGE PREPAREDNESS
• Latinos had a higher college-going rate than other groups. In 2012, 69% of recent
Latino high school graduates had enrolled in college, compared to their White
(66%) and African American peers (56%). 1
• A record 73 percent of Latino high school female graduates are enrolling in college,
11 percent ahead of Latino males. 2
• Over the past decade, the Latino high school dropout rate has decreased dramati-
cally. The rate has reached a record low, dropping from 32% in 2000 to 14% in 2013
among those ages 18 to 24 years old. 3
• Average NAEP scores in both math and reading for Latino high school seniors have
consistently increased over the past ten years. In 2013, the average math score in-
creased from 133 to 141 and the average reading score increased from 272 to 276. 4
HIGHER EDUCATION
• In 2013, 3.1 million Latinos had earned a bachelor’s degree as their highest degree
earned. This was a 63% increase from the 1.9 million Latinos who held a bachelor’s
degree in 2004. 1
• In 2013, 2.2 million Latinos were enrolled in college, up from 728,000 in 1993 – a
201% increase. 2
• Latinos are significantly less likely than other groups to have student debt. About
22% of young Latino households (those headed by someone younger than 40) have
education loans. The share is nearly twice as high among young white households
(42%) and young black households (40%). 3
• Latino adults who had earned an associate’s degree or higher has increased from
17 to 22 percent. 4
• The top three disciplines where Latinos earned associate’s degrees were liberal arts
(38%), health professions (16%), and business (12%). 5
• Latinos significantly increased the number of master’s degrees they earned in the
past ten years compared to other groups. From 2003 to 2012, the number of mas-
ter’s degrees earned by Latinos increased 103%, compared to African Americans
(89%), Asians (65%), and Whites (36%). 6
• The top three disciplines where Latinos earned their master’s degrees were in edu-
cation (26%), business (25%), and health professions (10%).7
• Latinos increased the number of doctoral degrees they earned in the past ten years.
From 2003 to 2012, the number of doctoral degrees earned by Latinos increased
67%, compared to African Americans (56%), Asians (49%) and Whites (32%). 8
30% OF
PUBLIC SCHOOL
STUDENTS IN
2023 WILL BE
LATINO
69%
OF LATINO
HIGH SCHOOL
GRADUATES
IN 2012 WENT
TO COLLEGE
22%
OF LATINO
STUDENTS
TOOK OUT
LOANS IN 2013
9
10. LATINOS
IN PUBLIC SERVICE
VOTING POWER
• Latinos will make up 13 percent of all eligible voters in 2016, a 2 percent increase from
2012. And the numbers are much higher in some states. In Florida, for example, the
share of eligible voters who are Latino will increase from 17.1 percent in 2012 to 20.2
percent in 2016. Projections show that Latino eligible voters could reach 28.5 million
nationwide in 2016. 1
• Between 2004 and 2008, the turnout of eligible Latino voters aged 18-24 increased from
33% to 39%, and in 2008, one in seven Latino voters was in that age group. 2
• By the 2012 election, approximately 2.4 million more US-born Latinos were over 18
years old than in the 2008 election. This growth alone, if continued, could add an ad-
ditional 16 million voters by 2030. 3
• Millennials, those born after 1981, typically vote at rates 10-20 percentage points lower,
respectively, than other cohorts. However, in 2008, Latino youth, ages 18-24 voted at the
highest rate for their age group (30%) since 1972. 4
• In 2012, 53.6% of young Latino voters cast their vote for the very first time. 5
“THEY [LATINOS] HAVE
HAD A PROFOUND
AND POSITIVE IMPACT
ON OUR COUNTRY
THROUGH, AMONG
OTHER THINGS, THEIR
COMMUNITY’S STRONG
COMMITMENT TO
FAMILY, FAITH, HARD
WORK AND SERVICE.
OUR COUNTRY WAS
BUILT ON AND CONTIN-
UES TO THRIVE ON ITS
DIVERSITY, AND THERE
IS NO DOUBT THAT THE
FUTURE OF THE UNITED
STATES IS INEXTRICABLY
LINKED TO THE FUTURE
OF THE HISPANIC COM-
MUNITY” 6
BARACK OBAMA
PRESIDENT OF THE UNITED STATES
10
11. MILITARY SERVICE
• According to Lieutenant Commander Nate Christensen, a Department of Defense
spokesman, Hispanics currently comprise 11.4 percent of the active-duty military
forces. In 2011, 16.9 percent of all new recruits were Hispanic. Though this shows
Hispanics are actually underrepresented in the number of new U.S. military acces-
sions, this does represent a 3 percent increase since 2005. 1
• Latinos currently make up 6 percent of all military veterans - a number which is
expected to double in the next ten years, according to Barbara Ward, Director of
the Department of Veterans Affairs Center for Minority Veterans. The increase can
be seen over time; while Hispanics were 2.6 percent of World War II veterans, they
make up 12.2 percent of veterans in the post-9/11 period. 2
• By certain measures, Hispanic veterans are doing better than their non-veteran
counterparts. Veterans Affairs statistics show that Hispanic veterans have a lower
unemployment rate, lower uninsured rate, and a lower poverty rate than Hispanic
non-veterans. The median personal income for Hispanic veterans is more than
twice that of Hispanic non-veterans. 3
• Hispanics candidates in the Marine Corps are more likely to complete boot camp,
finish their military service, and to reenlist than any other group of Marines. 4
POLITICAL PARTICIPATION
• According to research on Latino representation conducted for the 2014 NALEO
Directory of Latino Elected Officials, nearly 6,100 Latinos are serving in elected
office nationwide. This is up from the 4,853 Latino elected officials who held office
in 2004, an increase of 25 percent. 1
• In the 114th United States Congress, there are 32 Latino Elected Officials (3 Sena-
tors and 29 Representatives). There are a total of 302 Latino state legislatures in 38
states. 2
• Almost 10% of Latino youth displayed a political sign, bumper sticker, or button,
7.7% of Latino youth made a political contribution, and 7.1% contacted a public
official. These political participation rates for Latinos are comparable to those of
young Whites. 3
• While Hispanics overall are three times as likely to identify as being affiliated with
the Democratic Party than with the Republican Party, millennials show a strong
independent streak with the Pew Research Center in Washington, D.C., finding
that over half of this cohort describe themselves as political independents — a near
record for any generation in the last quarter century. 3
28.5MILLION
LATINOS WILL
BE ELIGIBLE TO
VOTE IN 2016
157,000
LATINOS SERVE
AS MEMBERS OF
THE
UNITED STATES
MILITARY
6,100
LATINOS ARE
SERVING IN
ELECTED
OFFICE
NATIONWIDE
11
12. LATINOS
IN MEDIA &
ENTERTAINMENT
MEDIA MARKET POWER
• The mainstream media market increased by just 0.9 percent in 2013, while the U.S.
Latino media market increased by an incredible 8.1 percent, to $8.3 billion.1
• In 2014, Latinos purchased 23% of all U.S. movie tickets sold. 2
• Latinos account for 20% of the key 18–34 marketing demographic. 3
• Millennials, particularly Hispanic millennials, power markets as trendsetters and con-
sumers, prompting the Hispanic media market to surpass the overall U.S. growth in
media spending. 4
• Simultaneously, programs and movies featuring compelling Latino talent and storylines
are rewarded with high ratings and revenue. 5
“LATINOS REACHING
THEIR POTENTIAL IS
WHAT AMERICA NEEDS
AND ITS WHAT OUR
NATION IS ALL ABOUT.
SPECIFICALLY FOR
WALMART, LATINOS
WILL REPRESENT 90
PERCENT OF OUR AN-
NUAL GROWTH IN THE
NEXT YEAR ALONE.” 7
STEPHEN QUINN
FORMER CMO - 2015
WALMART USA
12
13. ADVERTISING & MARKETING
• The top 50 Hispanic marketers increased spending by 17.6% to $3.8 billion, led by
the biggest advertiser, Procter & Gamble Co. 1
• U.S. Hispanic advertising agencies have also benefited; their revenue showed a
growth of 5.7 percent in 2013, to $597 million. 2
• In a study by Think with Google, a group of senior marketers of Fortune 500 com-
panies projected 11-25% of their company’s growth coming from the Latino com-
munity in the next three to five years. 3
SOCIAL MEDIA & TECH
• Latino consumer pressure is increasingly effective in bringing about change by us-
ing the Internet and social media. From 1968 to 1998, 63% of Latino media cam-
paigns aimed at television shows, advertisements, or movies prevailed in all or
part of their goals. After 1998, this figure jumped to 86%. Even further, the average
length of time required to obtain a successful campaign’s goal has shrunk from an
average of two years in the 1970s to three weeks today. 1
• As Latinos continue to be shut out of traditional media, their creativity is migrating
to the Internet, blurring the distinction between producer and consumer. Latino
participation online is significantly higher than in mainstream media or PBS. Of
the top 50 single-focused YouTube channels with the most subscribers, 18% are
produced by and/or feature U.S. Latino content creators. And even with little sup-
port, some of the most important new media innovators, such as transmedia pio-
neer Jeff Gomez, are Latinos. 2
• The average Latino spends more than eight hours watching online video each
month—over 90 minutes longer than the U.S. average. 3
• According to the Pew Research Center, Latinos are leaders in the use of social
networking sites, with 75% of Latinos being active users versus 68% for the total
population. Latinos lead in the use of Twitter with 11.1% vs. 6.7% of non-Hispanics,
spending nearly 6 hours a day on social media, and making purchase decisions
based on advertisements on social media sites and online overall. 4
• On Facebook, Latinos are also using the social media platform at a higher rate than
their counterparts, with 54.2 percent of Latinos online regularly using Facebook,
just above non-Latino blacks at 47.7 percent and non-Latino whites at 43 percent,
according to marketing company Big Research. 5
• As an innate social behavior, Latinos seek daily interaction and connection with
their heritage. The most used social networks by Latinos are Facebook (35%), Twit-
ter (26%) and YouTube (25%) as opposed to the general population with lower per-
centage of users for all platforms. Tumblr seems to also be one of the most popular
social networks with the highest concentration of US Hispanic visitors. 6
$8.3BILLION
IN SPENDING
FOR THE
LATINO MEDIA
MARKET
23%OF U.S.
MOVIE TICKET
SALES COME
FROM LATINO
VIEWERS
75% OF
LATINOS ARE
ACTIVE SOCIAL
MEDIA USERS
13
14. NOTES
POPULATION GROWTH
1. Gevelber, Lisa. “Your Next Big Opportunity: The U.S. Hispanic Market.” Think with Google, July 2014.
WORKFORCE DEVELOPMENT
1. “Latinos Are Shaping the Future of the United States.” CAP Research. Center for American Progress and Centro De
Investigación Y Docencia Económicas, Nov. 2015.
2. Ibid.
3. Kochhar, Rakesh. “Labor Force Growth Slows, Hispanic Share Grows.” Pew Research Center. The Pew Charitable Trusts,
February 13, 2012.
4. Ibid.
5. Gonzalez, Eva and Maria Monistere. “Engaging the Evolving Hispanic Consumers: A Look at Two Distinct Sub-Groups.”
Nielsen Newswire. The Nielsen Company, September 25, 2014.
5. Davila, Alberto, Marie T. Mora and Angela Marek Zeitlin. “Better Business: How Hispanic Entrepreneurs are Beating
Expectations and Bolstering the U.S. Economy.” Partnership for A New American Economy & The Latino Donor Col-
laborative, April, 2014.
6. Ibid.
MARKET POWER & GROWTH
1. “Latinos Are Shaping the Future of the United States.” CAP Research. Center for American Progress and Centro De
Investigación Y Docencia Económicas, Nov. 2015.
2. Krogstad, Jens Manuel. “Hispanics only group to see its poverty rate decline and incomes rise.” Pew Research Center.
The Pew Charitable Trusts, September 19, 2014.
3. “Latinos Are Shaping the Future of the United States.” CAP Research. Center for American Progress and Centro De
Investigación Y Docencia Económicas, Nov. 2015.
4. “Latinas Are A Driving Force Behind Hispanic Purchasing Power in the U.S.” Nielsen Newswire. The Nielsen Company,
August 1, 2013.
5. “Nielsen: Hispanics Represent a Vital and Growing U.S. Market.” Business Wire. The Nielsen Media Group, April 17,
2012. Web.
ENTREPRENEURSHIP
1. “Latinos Are Shaping the Future of the United States.” CAP Research. Center for American Progress and Centro De
Investigación Y Docencia Económicas, Nov. 2015. Web.
2. Ibid.
14
15. 3. Davila, Alberto, Marie T. Mora and Angela Marek Zeitlin. “Better Business: How Hispanic Entrepreneurs are Beating
Expectations and Bolstering the U.S. Economy.” Partnership for A New American Economy & The Latino Donor Col-
laborative, April, 2014.
4. Ibid.
WELFARE & TAXES
1. “The Latino Labor Force At a Glance.” U.S. Department of Labor. April 5, 2012.
2. Krogstad, Jens Manuel. “Hispanics only group to see its poverty rate decline and incomes rise.” Pew Research Center.
The Pew Charitable Trusts, September 19, 2014.
3. Ibid.
4. “The Economic Impact of Latino Workers: A By the Numbers Breakdown for Tax Day.” NCLR Blog. National Council
of La Raza, April 15, 2015.
5. Ibid.
EARLY CHILDHOOD
1. “The Conditions of Latinos in Education: 2015 Factbook.” Excelencia in Education, January, 2015., pg. 3
2. Ibid., pg. 6
3. Ibid., pg. 6
4. Ibid., pg. 15
5. Condreay, Norma.“Interview with Aida Alvarez.” Hispanic Association on Corporate Responsibility.
COLLEGE PREPAREDNESS
1. “The Conditions of Latinos in Education: 2015 Factbook.” Excelencia in Education, January, 2015., pg. 7
2. “Latinas Are A Driving Force Behind Hispanic Purchasing Power in the U.S.” Nielsen Newswire. The Nielsen Company,
August 1, 2013.
3. Krogstad, Jens Manuel. “5 facts about Latinos and education.” Pew Research Center. The Pew Charitable Trusts, May
26, 2015.
4.“The Conditions of Latinos in Education: 2015 Factbook.” Excelencia in Education, January, 2015., pg. 7
HIGHER EDUCATION
1.“The Conditions of Latinos in Education: 2015 Factbook.” Excelencia in Education, January, 2015., pg. 9
2. Krogstad, Jens Manuel. “5 facts about Latinos and education.” Pew Research Center. The Pew Charitable Trusts, May
26, 2015.
3. Ibid.
4. “The Conditions of Latinos in Education: 2015 Factbook.” Excelencia in Education, January, 2015, pg. 3
5. Ibid., pg. 8
15
16. 6. “The Conditions of Latinos in Education: 2015 Factbook.” Excelencia in Education, January, 2015, pg. 10
7. Ibid., pg. 10
8. Ibid., pg. 10
VOTING POWER
1. Ocampo, Lizet. “Top 6 Facts on the Latino Vote.” CAP Research. Center for American Progress, September 17, 2015.
2. Rouse, Stella M., Kei Kawashima-Ginsberg and Ben Thrutchley. “Latino Civic Health Index.” National Conference on
Citizenship and Tufts University, August 28, 2015, pg. 25
3. Ibid., pg. 25
4. Ibid., pg. 25
5. Ibid., pg. 25
6. “Obama Administration Record for Hispanic Americans.” The White House Briefing Room, 2015.
MILITARY SERVICE
1. Sánchez, Erika L. “U.S. military, a growing Latino army.” NBC Latino, January 1, 2013.
2. Ibid.
3. Ibid.
4. Anita U. Hattiangadi et al., Non-Citizens in Today’s Military: Final Report 2005 (Alexandria, VA: Center for Naval
Analyses Corporation, 2005).
POLITICAL PARTICIPATION
1. “Latino Elected Officials in America: At-A-Glance.” Nation Association of Latino Elected and Appointed Officials Edu-
cational Fund, Website
2. Ibid.
3. Rouse, Stella M., Kei Kawashima-Ginsberg and Ben Thrutchley. “Latino Civic Health Index.” National Conference on
Citizenship and Tufts University, August 28, 2015.
4. El Nasser, Haya. “Latino millennials become a political force to reckon with.” Al Jazeera America, June 2, 2014.
MEDIA MARKET POWER
1. Thompson, Nicole Akoukou. “Hispanic Millenials Spur Growth of Latino Media Market, Increase in Targeted Advertis-
ing Spending.” The Latino Post, August 4, 2014.
2. “Theatrical Market Statistics 2014.” Motion Picture Association of America, January 2014.
3. Negrón-Muntaner, Frances, Chelsea Abbas, Luis Figueroa and Samuel Robson. “The Latino Media Gap: A Report on
the State of Latinos in U.S. Media.” National Association of Latino Independent Producers, Columbia University and the
National Hispanic Foundation for the Arts, June 15, 2014., pg. 1
16
17. 4. Thompson, Nicole Akoukou. “Hispanic Millenials Spur Growth of Latino Media Market, Increase in Targeted Advertis-
ing Spending.” The Latino Post, August 4, 2014.
5. Negrón-Muntaner, Frances, Chelsea Abbas, Luis Figueroa and Samuel Robson. “The Latino Media Gap: A Report on
the State of Latinos in U.S. Media.” National Association of Latino Independent Producers, Columbia University and the
National Hispanic Foundation for the Arts, June 15, 2014., pg. 1
6. Thompson, Nicole Akoukou. “Hispanic Millenials Spur Growth of Latino Media Market, Increase in Targeted Advertis-
ing Spending.” The Latino Post, August 4, 2014.
7. LDC Board Member Tom Castro - Conversation with Stephen Quinn, CMO, Walmart USA. (LDC 2015 Spring Con-
vening in Austin)
ADVERTISING & MARKETING
1. “Twelfth Annual Hispanic Fact Pack.” Advertising Age & Crain, August 2015.
2. Ibid.
3. Gevelber, Lisa. “Your Next Big Opportunity: The U.S. Hispanic Market.” Think with Google, July 2014.
SOCIAL MEDIA & TECH
1. Negrón-Muntaner, Frances, Chelsea Abbas, Luis Figueroa and Samuel Robson. “The Latino Media Gap: A Report on
the State of Latinos in U.S. Media.” National Association of Latino Independent Producers, Columbia University and the
National Hispanic Foundation for the Arts, June 15, 2014., pg. 3
2. Ibid., pg. 3
3. Gevelber, Lisa. “Your Next Big Opportunity: The U.S. Hispanic Market.” Think with Google, July 2014.
4. Solano, Laura. “5 Reasons Why Brands Should Consider US Hispanics on Social Media.” Ignite Social Media, March 5,
2015.
5. Aristimuno, Jose. “When It Comes to Social Media, Latinos Can’t Be Ignored.” Huffington Post, May 9, 2013.
6. Solano, Laura. “5 Reasons Why Brands Should Consider US Hispanics on Social Media.” Ignite Social Media, March 5,
2015.
NOTE: ALL PHOTOS HAVE BEEN USED THROUGH FAIR USE ACT AND ARE ATTRIBUTED BELOW
Page 1 - “Untitled” by Anthony Delanoix
Page 2 - “Liberty Island, New York, USA” by Annie Spratt
Page 4 - “Children Classroom Latino” by EFE, Fox News Latino - Getty Images
Page 4 - “Latino Voter” by Joe Klamar, AFP
Page 8 - “Children Sing” by Elmer Martinez, AFP
Page 10 - “Community Leaders Launch Campaign to Register 200,000 Latino Voters” by EFE, Fox News Latino
17
18. THE LATINO DONOR COLLABORATIVE
____________________
A 501(c)(3) non-profit organization was co-founded by Sol Trujillo and Henry
Cisneros. The LDC is dedicated to reshaping the perception of Latinos as part of the
American social mainstream. This non-partisan, national leadership organization
is dedicated to rebuilding the Latino brand and advancing a more accurate,
fact-based portrayal of Latinos and their significant contribution to America’s
cultural, economic and national security leadership.
18
