Beyond Borders: How a Native-Born Latino Generation Is Reshaping U.S. Culture, Communities and the Economy

Latino identity in the United States is at a turning point. A population that exceeded 68 million in 2024 (about 20% of the U.S. population, per the U.S. Census Bureau) is increasingly defined by U.S.-born generations whose priorities and expectations are changing how communities, politics and everyday life look across the country. That demographic shift is unfolding alongside sharper immigration enforcement and large numbers of departures from the country, a dynamic that is affecting local economies and social cohesion.

Demographic change and geographic reach

The Latino community reached a record population in 2024, larger than Spain or Canada and second in Latin America only to Brazil and Mexico. Mexicans remain the largest Hispanic-origin group (38.9 million in 2024), followed by Puerto Ricans (6.1 million), Cubans (2.9 million), Salvadorans (2.7 million) and Dominicans (2.5 million) (U.S. Census Bureau).

While California, Texas and Florida host the largest Latino populations, Latinos are expanding beyond traditional enclaves into the Midwest and the South. In California, roughly 40% of the population is Latino, and Texas now has a Latino plurality, with Latinos making up about 40% of the state population.

Cultural traditions preserved and adapted

Many families retain strong ties to the food, music, religious observances and festivals of their countries of origin. Staples and celebrations — from pupusas, arepas and pozole to Día de Muertos, Día de las Velitas and Venezuelan gaitas in December — continue to anchor cultural life for many Latino households. Respondents in a community questionnaire described maintaining traditional holiday observances, foods and music while also feeling increasingly connected to life in the United States.

Public art and movements reflect these bonds: the Chicano movement and its murals, for example, remain potent symbols of identity, history and resistance in southwestern states.

Language, identity and generational change

Spanish remains central to identity: the U.S. is now the world's second-largest Spanish-speaking country with just over 57.4 million Spanish speakers (2024 report, "Spanish: A Living Language"). Yet language use is shifting as more Latinos are U.S.-born: English fluency among Latinos age 5 and older rose to 72% in 2022 (Pew Research Center), and Spanish use at home fell from 78% in 2000 to 68% in 2022.

Sports and media: shared passions

Soccer continues to serve as a cultural touchstone, connecting many Latinos to national roots; it rose to fourth place among preferred U.S. sports by 2023 (Gallup). Hispanic audiences have comprised large shares of soccer viewership (Nielsen) and contribute heavily to the sport's popularity in states with many Latino residents. At the same time, American football and baseball have also become important in Latino fan life: there were an estimated 39 million Latino NFL fans in early 2025, and Hispanic viewership shares for the Super Bowl and the World Series have risen in recent years (Nielsen).

Economic influence

Latino economic activity is a major and growing driver of the U.S. economy. The Latino GDP rose from roughly $2.1 trillion in 2015 to about $4 trillion in 2023, a scale comparable to the world's fifth-largest national economy (analysis by the Latino Donor Collaborative and Arizona State University). Entrepreneurship, consumer spending and workforce participation make Latinos central to future economic growth as the broader U.S. population ages.

Immigration enforcement and community impacts

At the same time, intensified immigration enforcement and reported departures are reshaping neighborhoods. Since January 2025 there have been reported counts exceeding 500,000 deportations and more than 1.6 million voluntary self-deportations, a reality that respondents say is affecting local economies, family networks and political dynamics. Births among Latinos now outpace new arrivals: between 2022 and 2023 there were approximately 722,000 births compared with about 437,000 migrants arriving, shifting the basis of growth toward native-born Latinos.

Voices and everyday life

Personal stories illustrate how identity blends continuity and change. Individuals interviewed describe strong attachments to homeland cuisine, music and religious practices while also embracing life in the U.S. — for example, keeping arepas and sancocho on the table, celebrating Christmas Eve on December 24, or following soccer teams from both the U.S. and abroad. Leaders and advocates emphasize the community's diversity, entrepreneurial energy and cultural contributions.

The magic and secret power of the Latino community is its diversity and shared entrepreneurial spirit, which continue to contribute to all aspects of American life, said Frankie Miranda of the Hispanic Federation.

Looking ahead

Latinos are more than a demographic statistic: they are a growing social, cultural and economic force that will shape the nation's future. As growth becomes increasingly driven by U.S.-born Latinos, the community's influence across politics, business and culture is likely to deepen — even as debates about immigration policy and enforcement continue to affect families and neighborhoods.