Despite the pandemic, Latinos drove growth in the homeownership sector for the sixth consecutive year. Next week, NAHREP releases its 11th annual State of Hispanic Homeownership Report, and without giving too much away, the report is a blockbuster. The youth, work ethic, and vitality of the Latino market is burning up the market, and some believe this is only the beginning. Last month, the Urban Institute and Washington DC think tank put out a report that says that Latinos will account for more than 70% of homeownership growth in America over the next twenty years. Yes, you read that correctly…70%! Population growth, household formations, and age are the largest factors, but Latinos have also shown they are willing to migrate to wherever the jobs and affordable housing exist most. Markets like Texas, Minnesota, and North Carolina are seeing some of the largest surges in Latino homeownership. The Urban Institute also predicts that homeownership rates for every other demographic will actually go down over the next twenty years. It makes you wonder what the U.S. economy would look like without Latinos.
Excuse me while I rant, but I’d love to have five minutes with anti-immigrant, anti-Latino fools like Tom Cotton, Tucker Carlson, and Ann Coulter so I could tell them to their faces that they should be on their knees thanking Latinos for what they are giving this country. During the pandemic, while those idiots sat in their ivory towers, millions of Latino front-line workers were working in healthcare, keeping our infrastructure moving, and ensuring our food supply kept flowing. Can you think of anything more patriotic than that?
The only thing that makes our economy different than countries like Japan and those in Europe, where aging populations have left their economies stagnant with no growth in sight, is our Latino sector. Welcome to the New Mainstream.
There is no shortage of data showing the impact Latinos are having on the U.S. economy, from GDP and entrepreneurship to workforce participation and homeownership. So why hasn’t that growth translated into the kind of economic and political power our numbers suggest it should? In this episode, I focus on two things we can actually control: building wealth and owning our narrative. Cultural influence matters, but ownership is what turns influence into lasting power. And if we want the next generation to inherit more than momentum, we need a strategy for converting our work ethic, growth, and economic contributions into the institutions and assets that shape this country.
The World Cup reminded the world just how magnetic Hispanic and Latino culture can be. In this episode, I talk about why that popularity is more than a cultural victory—it is an economic opportunity hiding in plain sight. From music, food, sports, and fashion to the global appeal of our biggest stars, our culture already has the power to shape markets and influence how people see us. The question now is whether our business and political leaders are ready to turn that momentum into capital, representation, and lasting power. This is a moment we cannot afford to waste.
The World Cup gave Hispanics and Latinos an extraordinary global stage, but the opportunity goes far beyond sports. In this episode, I look at how cultural influence can shape perception, attract investment, and ultimately create economic power. South Korea understood this decades ago and built a global strategy around making its culture impossible to ignore. Now, the world has seen the energy, pride, and creativity of our community on its biggest stage. The question is whether we recognize the value of that moment and build something lasting from it.