Velocity Conference to Spotlight Massive, Untapped Economic Power of the Latino Cohort as Consumers, Entrepreneurs and Workforce in the U.S. Mainstream Economy

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LOS ANGELES--(BUSINESS WIRE)--Sep 22, 2025--

Velocity, taking place in Los Angeles from September 24–26, will convene business leaders, policymakers, and cultural influencers to highlight the transformative growth, spending power and influence of U.S. Latinos in the 21 st century economy. This premier live, in person event will convene at the J.W. Marriott and Ritz-Carlton at L.A. Live. Velocity is founded and curated by global businessman, investor Sol Trujillo and his partner Andrea Trujillo, Velocity’s CMO, and an accomplished marketing, creative director, and branding expert.

Latinos in the U.S. now represent the fifth-largest economy in the world, generating the equivalent of $4 trillion in GDP. As companies continue to invest heavily in increasingly turbulent and uncertain international markets like China and India, the Latino economy offers a faster-growing, more sustainable and larger overall growth engine here at home. This year Velocity will unveil new insights and new data, including 2025 Official LDC U.S. Latino GDP Report Part 2, along with four additional groundbreaking studies demonstrating the scale, resilience, and long-term impact of this growth cohort.

“The data is clear: Latinos are fueling growth across every major business sector, while comprising nearly 8 of out 10 workplace entrants in the economy,”saidSol Trujillo. “CEOs who fail to recognize this are being left behind in terms of market share and market cap. The name was chosen because we focus on intensity and speed of change in the 21st century vs what we are used to in the last 40 to 50 years -- a wider and newer lens.”

“Latinos are a force that no company can afford to ignore and the future that no one can afford to miss,” said Andrea Trujillo. “Latinos in the U.S. are outpacing growth in turbulent global markets and are fueling America’s future. Our data makes it clear that Latinos are a powerful yet largely untapped accelerator of the American economy—driving innovation, shaping culture, and powering the next wave of U.S. prosperity.”

Velocity’s in-depth content tracks include Artificial Intelligence (AI), Kantar Brand Summit, Banking/Investing/Financing, Energy, Sports, Entertainment, Fashion, Music and the “Lunar Economy.” Sol Trujillo and other executives will present soon-to-be-released data, new reports and analysis regarding our Economy, Construction & Infrastructure, underscoring why Latino consumer spending power represents one of the world’s most dynamic economic opportunities. He will be joined by a roster of key executives from some of the world’s most valuable brands and institutions, including Wells Fargo, Ford, T-Mobile, Bank of America, The Los Angeles Dodgers, Target, Axios, UCLA, ASU among others.

Key Data Insights Driving the Conversation

• Automotive: Latinos account for 68% of vehicle sales growth and 26% of all U.S. vehicle sales.
• Travel & Tourism: In 2024, U.S. Latinos spent more than $165 billion in the sector.
• Apparel: Latinos are projected to drive 34% of growth in apparel spending over the next five years.
• Overall Spending: Latino spending is expected to increase by 32% between now and 2026, according to the Selig Center for Economic Growth.

Featured Guests and Speakers

• Kevin Demoff, President, Los Angeles Rams
• Rita Ferro, President, Global Advertising, Disney
• Dr. Julio Frenk, Chancellor, UCLA
• Rick Gomez, Chief Commercial Officer, Target
• Stan Kasten, President & CEO, Los Angeles Dodgers
• Tom Llamas, Anchor and Managing Editor, NBC Nightly News
• Joaquin Nuño-Whelan, President, Lincoln
• Holly O’Neill, President, Consumer, Retail and Preferred, Bank of America
• Sara Fischer, Media Correspondent, Axios

The speakers will be joined by executives from Microsoft, The Walt Disney Company, Kantar, and TIME alongside celebrated icons and game changers in the entertainment industry such as Esai Morales, Ramón Rodríguez and Suzette Quintanilla demonstrating Velocity's unique fusion of commerce and culture.

Distinguished Velocity Awardee

• U.S. Ambassador Ken Salazar will be honored with the Velocity Award on Friday evening, Sept. 26. Secretary Salazar will be recognized with this special award for his unparalleled public service to America. He has served as United States Ambassador to Mexico, as United States Secretary of the Interior, as Attorney General for Colorado and as a United States Senator.

Media Access
Sol Trujillo will be available for interviews in advance of the event and on-site. Media credentials and passes (including virtual access options) are available upon request.

About Velocity
Velocity is an annual gathering dedicated to redefining the new mainstream economy by highlighting the power, influence, and contributions of U.S. Latinos. The conference convenes CEOs, business leaders, cultural icons, and policymakers to share insights and strategies for harnessing Latino-driven growth across industries.

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CONTACT: Media Contacts:

Maryam Ayromlou/Ruder Finn

[email protected]

(703) 474-5685Charlie Gould/Ruder Finn

[email protected]

(917) 626-7968

KEYWORD: UNITED STATES NORTH AMERICA CALIFORNIA

INDUSTRY KEYWORD: DEI (DIVERSITY, EQUITY AND INCLUSION) DATA ANALYTICS FINANCE MARKETING CONSULTING COMMUNICATIONS PROFESSIONAL SERVICES BUSINESS

SOURCE: Velocity

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PUB: 09/22/2025 08:00 AM/DISC: 09/22/2025 07:59 AM

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