It wasn’t about focusing on what made us different as Latinos, but on what made us the same as other young people. We face student loans, side hustles, dating apps, and social justice movements—just like everyone else. I wanted Millennial Lotería to capture that shared experience. By modernizing the game with humor, I was able to reflect both my Latino heritage and my life as a Millennial in America.
The response was overwhelming. Thousands of young Latinos started following me on social media, asking where they could buy the game. We’re now at over 400k followers across TikTok and Instagram. What began as a small project in my apartment quickly grew into a product now sold in thousands of stores across the U.S., from small Latino-owned businesses to retail giants like Target and Walmart.
The future of Latino influence in American pop culture
The statistics are clear: Latinos are the youngest major demographic in the U.S. According to the Pew Research Center, the median age of Latinos is 29.5 years, much younger than non-Hispanic whites (44.3 years), African Americans (34.6 years), and Asian Americans (37.5 years). Nearly 25% of all children under 18 in the U.S. identify as Latino.
Latino youth culture is already shaping mainstream U.S. culture in a big way. Genres like reggaetón, Latin trap, and regional Mexican music have become mainstream, with artists like Bad Bunny, Karol G, and Grupo Frontera leading the charts. This new wave of Latino influence appeals to both Latino and non-Latino youth alike.
Social media platforms like TikTok, Instagram, and YouTube have given younger Latinos a global stage. They are creating viral trends, memes, and challenges that resonate far beyond the Latino community. Content from these communities is often bilingual, blending cultural references that appeal to a diverse audience, reflecting the multicultural reality of modern America.
Recognizing the power of young Latinos
Brands need to wake up to the economic power of young Latinos. Nielsen reports that Latino purchasing power reached $2.7 trillion in 2021. This group’s youth and tech-savvy make them key drivers of digital trends, and they are highly responsive to online advertising and social media campaigns.
Marketers must understand the cultural and linguistic nuances of this demographic. While many younger Latinos are bilingual or primarily English-speaking, they maintain a deep connection to their cultural roots. Content that seamlessly blends both English and Spanish tends to resonate more deeply with this audience.
Below are a few key insights for marketers.
Go digital-first. Younger Latinos live online. If you want to reach them, you need to be where they are—on TikTok, YouTube, and Instagram.