34 • September | October 2026 • abasto.com BY RICARDO GAITÁN BRAND ANALYST H ispanic Heritage Month is not just a cultural event; it is also a way to recognize that the history of the United States has been, and continues to be, written in Spanish. The observance has been signi- ficant since its inception in 1968, when President Lyndon Johnson established it to foster respect and dialogue among communities and to recognize Hispanic influence in areas such as business, politics, edu- cation, science, the arts, and sports throughout the United States. Furthermore, this celebration promotes cultural pride and streng- thens the sense of belonging among millions of people of Hispanic ori- gin. For younger generations, it is an opportunity to learn about their roots, appreciate their families’ his- tory, and understand that their iden- tity is part of this country’s present and future. A Growing Economic Force Of the 325 million people in the United States, nearly 59 million are of Latino origin (18% of the population). Economically, Hispanic communi- ties have been a driving force behind growth, consumption, employment, and entrepreneurship. According to the Latino Donor Collaborative, the Latino GDP in the United States ex- ceeded $4.1 trillion in 2023, and, if measured as a standalone economy, it would rank fifth globally, behind the United States, China, Germany, and Japan. The Hispanic-origin countries with the largest populations of legal immigrants that drive the trillion-do- llar Latino GDP are: Hispanic Heritage A Driving Force Behind National Prosperity in the U.S. Mexico , which tops the list with the largest Hispanic community, with more than 38 million people of Mexican descent who energize the economy in states such as California and Texas. Cuba represents one of the groups with the strongest historical and bu- siness roots, particularly in Florida. El Salvador and the Dominican Republic are home to millions of le- gal residents. Colombia, Guatemala, Hondu- ras, Venezuela, and Ecuador are the Latin American nations with the largest number of residents in the United States, with households of Colombian and Ecuadorian origin standing out for having competitive median incomes and business crea- tion over the past decade. Entrepreneurship In the business sector, the contribu- tion is highly visible: the Census Bu- reau reported that Hispanic-owned businesses grew from 406,086 in 2021 to 465,200 in 2022, generating $653 billion in revenue and 3.6 million jobs. These businesses strengthen key sectors such as construction, servi- ces, food service, retail, healthcare, and professional services. Socially, their contribution is also reflected in the workforce and in the upward mobility of new generations. The Latino Donor Collaborative hi- ghlights that Hispanics represent a vital part of the new workers entering the labor market and have also in- creased their presence in education and technology. This not only sus- tains industries but also helps revita- lize communities, expand the middle class, and strengthen the country’s social fabric. In short, Hispanic communities have not only contributed labor; they have created businesses, generated jobs, driven consumption, paid ta- xes, revitalized neighborhoods, and paved the way for innovation. Their economic and social presence de- monstrates that the Hispanic herita- ge in the United States is also a force for national prosperity. Hispanic communities have not only contributed labor; they have created businesses, generated jobs, driven consumption, paid taxes, revitalized neighborhoods, and paved the way for innovation. • ADVICE