Population & Demographics
Latin Americans (Latinos, Hispanos) represent 20% of the U.S. population — more than 65 million people.
They account for 26.9% of all children under 18 — the fastest‐growing youth population in the country.
The median age of Latin Americans is 30, compared to 39.4 for the general U.S. population.
Origins & Identity
Millions descend from people born in Texas, California, Nevada, Utah, Arizona, and New Mexico long before these lands became U.S. territories.
Millions more came from 33 Latin American countries, where they were already Americans — or Latin Americans.
Latin Americans are not a race or a single ethnicity. They are a five‐century cultural mosaic of Indigenous, European, and African lineages.
Children & Future Workforce
93% of Latin American children in the U.S. were born in the country.
They represent the future of the American workforce, culture, and economy.
Workforce & Entrepreneurship
Latin Americans drive the majority of net workforce growth in the United States.
They are starting businesses at record levels, contributing significantly to innovation and job creation.
Economic Impact
Latin Americans contribute trillions to the U.S. economy through labor, consumption, entrepreneurship, and demographic vitality.
Their growing economic power is reshaping industries, markets, and the future of the nation.
Learn More — Read the Manifesto
PRESS RELEASE
FOR IMMEDIATE RELEASE Bellevue, WA — September 14, 2026
Medialuna Agency and Medialuna Magazine Launch “We Are the 20, We Are the Future,” a National Campaign to Elevate the Visibility of U.S. Latin Americans
Medialuna Agency and Medialuna Magazine announce the launch of “We Are the 20, We Are the Future,” a six-week national visibility campaign designed to elevate awareness of the U.S. Latin American population and highlight its profound contributions to the nation’s economy, culture, and progress.
Latin Americans (Latinos, Hispanics) now represent 20% of the total U.S. population—nearly 70 million people—and 26% of all children under 18 (Census 2024). Yet despite these extraordinary figures, their presence remains widely overlooked.
U.S. Latin Americans have been instrumental in the country’s development for generations. Their economic contribution reached $4 trillion in 2025, and their collective GDP climbed to $4.4 trillion in 2024, ranking as the fourth-largest economy in the world.
“Despite their immense contributions, Latin Americans continue to face political and social barriers, mistrust, and a lack of culturally relevant outreach,” said Diana Leal, founder of Medialuna Agency and editor of Medialuna Magazine. “Their invisibility is not only harmful to our communities—it threatens the future human capital of the United States.”
The “We Are the 20, We Are the Future” campaign seeks to transform national perceptions by grounding the narrative in data, cultural truth, and historical context. The initiative will run across Medialuna Agency and Medialuna Magazine platforms through September 15, aligning with the start of Hispanic Heritage Month.
The campaign includes:
- Advertisements
- Short videos
- Stories and cultural features
- A podcast with interviews from individuals who have helped shape the nation
- A manifesto (attached) outlining the historical, cultural, and economic significance of U.S. Latin Americans
“We invite readers, organizations, educators, and community leaders to carry this message forward,” Leal added. “Talk about it, print it, publish it, sing it, vote for it, shout it, and share it with the children who will inherit this nation. Latin Americans—not ‘Latinos,’ ‘Latinx,’ nor ‘Hispanics’— have helped build the United States. They are here, and they are here to stay.”
About Medialuna Agency
Medialuna Agency creates culturally sustainable marketing campaigns that amplify client missions, drive measurable growth, and foster lasting trust by integrating long-term social and environmental responsibility into every strategy.
About Medialuna Magazine
Medialuna Magazine is a bilingual digital publication (Spanish and English) dedicated to strengthening Latin American culture in the United States and connecting Latin America with the U.S. and the world through original, analytical content and a critical, global perspective.
Press Contact: Diana Leal
Phone: (1) 206 446 5571
Email: dleal@MedialunaAgency.com
—DIANA LEAL
Founder & Editor, Medialuna Magazine Founder, Medialuna Agency
Diana Leal is a bilingual storyteller, journalist, and media producer who has spent more than two decades crafting impactful narratives across Latin America and the United States. As the founder and editor of Medialuna Magazine, she merges her passion for writing with a deep commitment to social and environmental justice. Her journalism career began early in Bogotá, Colombia, where she distinguished herself in investigative reporting during her first years of college, producing exposés for national television on urgent social issues.
Her drive for meaningful change led her to the United Nations, where she served as Marketing and Communications Director for an international program addressing the humanitarian toll of illicit crops on Indigenous and peasant communities in the Amazon and Andes. Working directly with these communities, she advocated for sustainable economic alternatives and led strategic campaigns that informed global audiences and policymakers.
During extensive fieldwork in conflict zones, Diana produced acclaimed documentaries such as Coca and Guerrillas in Colombia and Heroin and the Poppy Flower of the Andes, bringing global attention to the intersection of drug economies, marginalized populations, and violence.
After moving to the United States, Diana resumed her reporting work, elevating the voices of Latin American immigrant workers and shedding light on their contributions and challenges. Her investigative journalism earned her two national awards, reinforcing her reputation as a fearless and compassionate storyteller.
In 2010, she founded Medialuna Agency, a boutique firm specializing in social-impact campaigns and bilingual media. Her work focuses on culturally sustainable communication and the development of strategic narratives for the nearly 70 million Latin Americans living in the U.S. — the 20 percent of the nation’s population. Through Medialuna Magazine and the “We Are the 20%” movement, Diana leads a continental effort to reshape how Latin Americans are seen, understood, and valued in the United States.