The new American vanguard: Latinos 50+ - Healthy, wealthy and wise

This report explores how Latinos aged 50+ are a wealthy, expanding and influential consumer group that is increasingly playing a central role in the formation of a new American mainstream.

  • The US Census estimates that by 2060 there will be 42 million 50+ Hispanics, which will make up 24% of the entire Latino population.
  • Advertisers and marketers who can understand this consumer demographic will potentially be rewarded with long-term and outsized benefits due to the group's increasing wealth and privileged position at the epicentre of multigenerational living.
  • Both proudly Hispanic and American, older Latinos are keen consumers of traditional media, while also making use of modern technology to enable cultural sustainability across national and linguistic borders.
  • 50+ Hispanics made up 60% of the Latino voters in 2012...

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Insights Team
Bray Leino

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