Latino Donor Collaborative's Ana Valdez on the potential of the Latino market - Jacksonville Business Journal

For Ana Valdez, the numbers tell the story about the power of the Latino population in the U.S. economy.

For Valdez, executive director of the Latino Donor Collaborative, those numbers also represent an often-untapped opportunity. One of her organization's goals is to change that by reshaping the perception of Latinos in America. "The misunderstanding of who Latinos are is a huge barrier to understanding how to get into the growth wave of the [Latino] community," she said.

Valdez said U.S. Census Bureau estimates indicate about 30% of Gen Z is Latino, which further raises the stakes. Some of them actually quote numbers from Japan. They were completely anti-immigration. They’re saying,"We don’t want to become Japan," because the turnaround is going to be so much harder. Funnily enough, the CEOs that are sometimes in the most conservative states are the ones most worried about it. Because they’re businesspeople.

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