Embrace bilingual and bicultural messaging. Campaigns that acknowledge the bicultural reality of young Latinos perform better. Don’t rely on stereotypical “Latino” themes. Instead, embrace the diversity of musical genres, TV shows, and movies that resonate with youth culture.

Prioritize cultural relevance over tokenism. Younger Latinos can spot inauthentic representation a mile away. Brands that meaningfully engage with Latino culture by collaborating with Latino creators will earn their loyalty.

Follow youth-driven trends. Latino youth are influencing trends in fashion, beauty, and beyond. Stay on top of street fashion, social media influencers, and emerging Latino designers shaping both mainstream and alternative cultures.

Millennial Lotería is proof that focusing on the issues young people care about—not identity politics or cultural clichés—can lead to success. As the Latino population continues to grow, and young Latinos take the lead, it’s clear that brands need to adapt. Latinos aren’t just a “niche” market; we are the future of the U.S. economy.

And that’s the story I set out to tell with Millennial Lotería; a story that’s only just beginning.