If the U.S. Latino cohort were extracted from the United States and operated as its own country: • 5th-largest economy in the world (larger than France & the UK) • 2nd fastest-growing economy, among the world’s top 10 • Growing alongside India, just behind China That’s global economic power — inside the United States. Real-World […]

Why GDP Matters for Business GDP isn’t just a macroeconomic headline. It tells you: • How fast an economy is growing → signals market expansion • How much economic activity is happening → shows where money is being spent • How countries compare to one another → helps prioritize markets But here’s where it gets […]

If you’ve been following Velocity, you know the term The New Mainstream Economy, coined by renowned global CEO and founder of Velocity, Sol Trujillo. At Velocity 2025, we dropped the data, showed you the market trends, and provided real opportunities for you and your business to invest in the drivers of U.S. economic growth: Do […]

At Velocity 2025, we brought the classroom to the conference, hosting education thought leaders to discuss what it truly takes to prepare the next generation of talent for a 21st-century economy. From Gen Z to Gen Alpha, U.S. Latino talent represents one of the fastest-growing and most influential forces shaping America’s workforce. Yet, the gap […]

Artificial intelligence is no longer a future-facing conversation — it’s already reshaping how companies operate, compete, and grow. At Velocity 2025, one thing was clear across industries: AI’s real impact isn’t about novelty or experimentation. It’s about integration. AI is no longer confined to innovation labs or the tech industry. It’s moved from buzzword to […]

At Velocity, industry leaders from the MLB, NFL, NIKE, and TOGETHXR reminded us of a simple but defining truth: without fans, there’s no business. In today’s sports world, fandom isn’t just about showing up or tuning in — it’s about forging real connections that fuel engagement, loyalty, and long-term growth. Fans now play a much […]

Every five to ten years, we, as a society, start to feel and see major shifts: in culture, in business, in fashion, in music, in sports, and in trends. And, while I have been measuring The New Mainstream economic data for over a decade and have been predicting & preaching cultural intersectionality as brand currency; it’s still exciting to […]

It’s no secret that the U.S. economy is under serious pressure. Inflation remains persistent, the cost of living is high, interest rates are elevated, and workforce growth has slowed. All of this together is creating stagnation. At its core, the economy runs on consumption. When people spend, businesses and the economy grow. When they don’t, […]

Why America’s growth depends on an expanding workforce In his latest Wall Street Journal op-ed, Velocity Founder, Sol Trujillo, warns that America’s economic growth depends on a growing workforce — and that mass deportations put that growth at risk. Last year alone, 675,000 immigrants were removed from industries critical to our economy, from manufacturing to […]

Bad Bunny as the headliner of the Super Bowl LX halftime show wasn’t a “political statement.” It wasn’t a diversity play. It wasn’t a niche booking. It was a business decision rooted in reality. The NFL inked the deal because they knew that they would get a return on their investment. An investment in the […]

Post Game Reporting with Velocity: Super Bowl LX Edition Sports is a business of fans — and the NFL knows it. Latino fandom has been one of the most significant growth stories in U.S. sports, with the number of Latino NFL fans climbing sharply as football becomes more culturally resonant. Today, Latinos represent one of […]

Velocity’s Co-Founder and CMO, Andrea Trujillo, joined Univision Los Angeles’ LA CONVO for a powerful conversation on what it takes to connect with today’s New Mainstream audiences. Brands are thriving when they show up in culturally relevant ways. In the podcast, Andrea breaks down what authenticity and transparency really mean in today’s marketing landscape, and […]

In the 2025 Official LDC U.S. Latino GDP Report, unveiled exclusively at Velocity, new data shows that U.S. Latino immigrants generated $1.6 trillion in GDP in 2023, contributing to an overall Latino purchasing power of $4.1 trillion. Latino GDP grew 50% between 2015 and 2023 — far outpacing the 17% growth of non-Latino GDP — […]

This afternoon, Velocity’s Founder, Sol Trujillo, joined Bloomberg TV’s The Close live from New York spotlighting how the U.S. Latino cohort is powering America’s future. The data is undeniable: Latinos are driving double-digit growth in manufacturing, launching businesses at twice the national rate, and sustaining 48 of 50 states. This is the engine of U.S. […]

Just hours before Velocity Day 1 kicks off, Velocity’s founder, Sol Trujillo, joined CNBC’s Squawk Box live to unveil Part 2 of the Official LDC U.S. Latino 2025 GDP Report. Trujillo spotlighted the fastest-growing and most future-forward force in the U.S. economy — U.S. Latinos. “At the end of the day, the economy works two-thirds […]

Trujillo has focused, since his return to the U.S. from Australia in 2009, on changing negative perceptions of Latinos in the U.S. Through the Latino Donor Collaborative, a nonprofit he co-founded in 2010, Trujillo is working to circulate data that can help convince leaders that they should invest in Latino businesses and appoint more Latino […]

The U.S. Latino market is “growing GDP at 8.6%, faster than China, faster than India, and nobody talks about it,” said Sol Trujillo, Co-Founder of L’Attitude, to a panel of world renowned journalists and economists.Source: Forbes

In 2010, longtime telecom executive Sol Trujillo and former U.S. Secretary of Housing and Urban Development Henry Cisneros founded the Latino Donor Collaborative to fight economic myths about Latinos in the U.S. through original research. The broader goal: to boost business revenue and market share by better serving Latino consumers.Source: Time

Andrea Trujillo is a marketing powerhouse with a knack for building compelling brand identities. As the Chief Marketing Officer of L’ATTITUDE, a prominent business and media event, she’s at the forefront of celebrating the business community and uniting emerging leaders from diverse backgrounds, business, music, entertainment, sports, fashion, politics and more. At this four-day event […]

This morning on CNBC’s Squawk Box, Velocity Founder Sol Trujillo spoke directly about the economic force reshaping America’s future – the U.S. Latino cohort. With 65 million strong and a growth rate outpacing the nation, Latinos are driving innovation, digitization, and economic momentum at scale. This isn’t just growth – it’s America’s competitive edge. Sol […]