“Esperanza: Celebrating Hispanic/Latinx and Hope” is the theme of the 2021 National Hispanic Heritage Month, which is observed and celebrated annually from September 15 – October 15. This event was enacted into law on August 17,1988 with the passage of Public Law 100-402. This gives the nation the opportunity to recognize and appreciate the many contributions and significant presence of Hispanic Americans. This year is especially historic for the Latino community because the recently released U.S Census data documents that Latinos are the largest and fastest growing minority group in the United States.

This has occurred despite the suspicion that the Latino population has been undercounted and that the census process and count were hindered from operating at their full capacity because of the COVID-19 pandemic. While some states like California, New York, and Minnesota put a great deal of effort and support in accurately counting their population, the same cannot be said about other states with significant Latino populations. Arizona, Texas, and Florida all demonstrated lackluster efforts in ensuring that their total populations were accurately accounted for. The insignificant census efforts by some states are not only unfortunate and irresponsible, but it will also deny their state significant resources and funding. In addition, since these states have some of the largest Latino populations in the country, their census count may be considered inaccurate, unfair, and undercounted.

Nonetheless, the Latino community, business growth, and entrepreneurial spirit will not be denied. The Latino population grew by 23%, a significant increase compared to the overall 7.4% growth of the U.S. population. Slightly more than half (51.1%) of the total U.S. population growth between 2010 and 2020 came from the growth of the Latino population. The two states with the largest population in the nation, California and Texas, reported having a Latino population of 39%. The average age of the U.S. population is 38 years old, compared to the Latino population median age of 28 years. Latinos are not only the present; they are indeed the future.

Another indicator of the important contributions and significance of Latinos to the U.S economy and growth can be measured in terms of the Gross Domestic Product (GDP). Per recent statistics, the U.S. Latino market measured by GDP was $2.6 Trillion. Therefore, if the U.S. Latino market was its own country, it would be the 8th largest economy in the world and the largest Latino market in the world, larger than Brazil and twice the size of Mexico. The U.S. Latino market is growing GDP faster than India, and China – but as Sol Trujillo, Co-Founder of the Latino Donor Collaborative has stated “Why isn’t anyone talking about it”.

There are several leading organizations talking about it, but the problem is that the powers that be are not listening or paying enough attention. Thus, the collective challenge and goal of the leading Latino organizations must be to insist, compel, and enlighten those powers to acknowledge and respect the Latino community, including Latino organizations and businesses. 

The NFLCCA recognizes that Latinos are underrepresented in the federal government, corporate boards, local and state governments, elected and appointed officials, the media, etc. Latinos can no longer accept to be a forgotten sector of our society that is considered to only be concerned with immigration reform and social issues. Instead, we must also be rightfully recognized as a powerhouse in our nation’s economy and as an essential part of our country’s labor force, and a catalyst in job creation.  

Today, on the start of National Hispanic Heritage Month, as Latino leaders, we declare, “¡Ya Basta y Adelante!”. Enough is enough and the time to advance is long overdue.