Cross-Current: Digital-First Latino Entrepreneurs

📈 Trend

Latino entrepreneurs skew young—56% are under 45. This digital-first generation is reshaping B2B engagement, with their behaviors increasingly influencing the mainstream.

❓ Why it matters

To reach Latino-owned businesses, companies must follow them onto the platforms where they over-index for research, networking, and growth.

Latino entrepreneurs and small businesses are highly active on WhatsApp, TikTok, and Instagram, using these platforms for networking, business research, and marketing. Broader U.S. Latino audiences also over-index for digital engagement, making these channels influential beyond just Latino-owned firms.

TikTok has become a hub for business storytelling and product promotion, while Instagram remains central for building brand credibility. WhatsApp facilitates client communication and supplier coordination, highlighting the practical utility of these platforms for professional use.

♟️Strategic Implication

Companies that want to future-proof their B2B strategies should engage Latino entrepreneurs on WhatsApp, TikTok, and Instagram. These practices aren’t niche but instead foreshadow where digital B2B engagement is moving.

Sources

1. Pew Research

2. Emerald

3. McKinsey