Latino Financial Power on the Rise: What the 2025 Hispanic Sentiment Study Means for FinServ Pros

The 2025 Hispanic Sentiment Study underscores the powerful economic engine that is the our Latino community. We account for 54 percent of projected U.S. population growth between 2017 and 2027 and contribute an estimated $2.8 trillion to the nation’s GDP—ranking us the fifth-largest economy in the world if it were its own country. 

Latino entrepreneurs are also leading the charge in small business creation, with Latinas launching ventures at six times the rate of other groups.

At the same time, cultural pride within the community continues to strengthen. Latino pride has risen from 61 percent to 64 percent over the past five years, and over half of respondents report a strong sense of unity (we hear that!) Yet many still feel undervalued by society, pointing to a lingering disconnect between growing influence and perceived recognition (we hear that too!)—a critical area for financial services professionals to address in client relationships and marketing.

One key challenge is trust. Just 54 percent of Latinos believe that large companies share their values, and even fewer trust political leaders. In contrast, small businesses and local institutions command much higher trust. Gen Z and Boomers, in particular, are less likely to feel aligned with major brands—an important cue for advisors and companies looking to connect authentically across different generations.

Representation plays a central role in consumer behavior: 63 percent of Latino consumers are more likely to purchase from, recommend, and engage with brands that reflect their identity. Furthermore, 84 percent prefer businesses that make positive contributions to their community. For financial services firms, this presents a clear call to action—center Latino culture, values, and needs in your offerings and outreach.

Finally, media habits reflect a shift toward culturally resonant content. Over half of Latino TV time is now spent streaming—far above the general population. While language remains important, cultural relevance often matters more. 

The implication? To connect with our community, you must show up in the right places with messaging that reflects our lived experiences.

For firms looking to earn trust and grow their impact, investing in authentic representation and culturally aligned strategy isn’t just the right thing—it’s smart business. 

Check out the research from Hispanic Star.