The Latino population is abundant. The group now outnumbers the longstanding Caucasian majority, and Latinos can take credit for 19 percent of 16- to 24-year-olds in the United States. Many of these youngsters are enrolling in college at high volumes, positioning themselves to be high-earners and effective contributors. This growth means a lot for the budding Hispanic demographic, including that they are/will remain the swollen prime target for industries that are aware that they can make some serious dough by winning the endorsement of Latinos. Marketers have even gone as far as to feign authenticity, by branding products "Latino."

Negative statistics steer the public opinions of Latinos, keeping them on the plank of obscurity rather than on the forefront of success. Rather than highlighting accomplishments, failures are given attention -- without providing information on the underlying economic and social causes of these troubles. Latinos are key players in the global economy; they launch businesses three times the rate of the national average, and most speak two languages. There should be more money and time invested in how Latinos have overcome obstacles, influenced the national family structure, and positive effected the business sector, instead of funds being reserved for documenting critical research and marketing traps.

Launching ethnic segments and branding meaningless merchandise "Latino," rather than attaching the Latinos name to deserved successes, is problematic. Clorox Latino, PETA Latino and other major brands have decided to use the term Latino to sell products and pander ideas that have nothing to do with Latino culture. Mediocity is produced, "instead of trying to reflect a new and honest perspective of the bilingual-bicultural individual, we are fast becoming a Barrio Demographic."

The Hispanic community has been sidelined, ghettoized so that they're easier to reach when half-heartedly products with Spanglish scribed on the bottles are placed on the shelves. Despite Latinos continual emergence in mainstream media and in the business sector, Latinos are perpetually treated like customer and clients, not owners and leaders. Julio Ricardo Varela, founder of Latino Rebels and contributor to a number of publications, questioned if news outlets that solely target Hispanics are feeding into the "the Barrio Demographic," but concluded that their missions are different than those manufacturing the "Latino" brand. Media outlets work "to analyze and be critical of the bigger issue here." Also, Latino news outlets, such as Latin Post, ache to be more authentic to their readers, even if they are forced to cover pop culture news for the sake of relevancy.

The Latino brand is a powerful one that belongs to the Latino people. However, it's been taken hostage by corporations that take advantage of the fact that Latinos have been disarmed by negative statistics and undermining news, dealt simply to keep them at bay.