Velocity 2026 to Reveal a Deep Dive into What’s Driving U.S. Economic Growth

Three-day Los Angeles gathering will unveil new data on the demographic and economic forces powering U.S. growth

LOS ANGELES--(BUSINESS WIRE)--Latinos in the United States now represent a $4.4 trillion economy, equivalent to the world’s fourth largest if measured independently, yet many businesses continue to overlook the consumers, entrepreneurs and workers driving this growth. As companies navigate changing consumer behavior and an increasingly competitive marketplace, Velocity 2026 will examine how U.S. Latino economic influence is driving America’s growth and why businesses must pay attention.

Taking place October 7-9 at the JW Marriott and Ritz-Carlton at L.A. Live, Velocity is co-founded and curated by global businessman, investor Sol Trujillo and his partner Andrea Trujillo, Velocity’s Chief Marketing Officer, and an accomplished marketing, creative director, and branding expert. The three-day gathering will bring together business, technology, finance, consumer, culture and policy leaders to explore how rapidly rising U.S. Latino incomes, consumption and economic influence are reshaping the American economy and unveil new data including Part 2 of the Latino Donor Collaborative’s (LDC) U.S. Latino Economic Impact Report.

Part One of the LDC’s analysis found that Latino GDP grew more than twice as fast as the national rate, while household consumption reached $3.2 trillion. With the most common age range at 16–20, compared with 61–65 among non-Latinos, the cohort represents a young, growing economic force helping offset America’s aging population and tightening labor market. This year, Velocity will also unveil separate analysis examining where U.S. Latino consumers and workers are driving the greatest share of growth across major industries and states.

“U.S. Latinos are not a future opportunity, they are driving the American economy today,” said Sol Trujillo, co-founder of Velocity. “Businesses that recognize this growth and act now will capture market share and create lasting value. Those that continue to overlook this powerful cohort risk being left behind.”

“U.S. Latinos are shaping America’s economy and culture in ways that reach far beyond the marketplace, from the businesses they build and the products they buy to the technology they advance and the trends they influence,” said Andrea Trujillo, CMO and co-founder of Velocity. “Velocity brings these forces together through its powerful lineup of leaders to show how Latino influence is shaping America’s future.”

The program will also showcase businesses and brands that have recognized the economic influence of the Latino cohort and translated that understanding into outsized growth, stronger brand loyalty and increased market value. Together, the data and real-world examples will offer new insight into how businesses across the country can participate in that growth and what others risk by failing to act.

Together, Sol and Andrea have shaped Velocity as a platform that connects economic data with the leaders, technologies, businesses, creators and cultural forces needed to translate that growth into action. Confirmed participants include:

• Andy Sieg, Head of Wealth at Citi
• Soni Jiandani, Senior Vice President and General Manager at AMD
• Vincent Lumia, Managing Director and Head of Wealth Management Client Segments at Morgan Stanley
• Victor Aguilar, Chief Research, Development and Innovation Officer at P&G
• Oscar Munoz, Former CEO of United Airlines; Investor
• Eric Schimpf, President and Co-Head, Merrill Wealth Management
• Senator Ruben Gallego (D-AZ)
• Henry Cisneros, former U.S. Secretary of Housing and Urban Development (HUD)
• Edward James Olmos, award-winning actor, director, producer and humanitarian
• Lilliana Vazquez, creator-entrepreneur and Emmy-winning host.

From economic data to practical action

Velocity will translate these economic forces into practical conversations about how businesses, investors, and leaders can respond. Programming will include:

• Positioning capital for America’s next wave of growth: Leaders from Citi and Morgan Stanley will discuss how the financial sector is responding to shifts in the U.S. economy and positioning for future growth. Andy Sieg, Head of Wealth at Citi; Vincent Lumia, Managing Director and Head of Wealth Management Client Segments at Morgan Stanley; and Eric Schimpf, President of Merrill Wealth Management, will explore the expanding opportunities presented by rising U.S. Latino incomes, consumer demand, entrepreneurship and investment.
• AI Summit: “How to Dominate in Your Business and Your Life in the AI Era,” will feature technology leaders Soni Jiandani of AMD and Alvaro Celis of NetApp in conversation with Guillermo Diaz Jr., Founder and CEO of Conectado. They will share firsthand lessons from navigating the high-stakes technology landscape, building world-class products, leading transformation, and scaling global businesses.
• Entrepreneurship through Acquisition Marketplace: For the first time, Velocity will introduce a marketplace connecting buyers, sellers and sources of capital focused on small and medium-sized businesses. The one-of-a-kind bootcamp will explore how business owners can grow through acquisition while providing access to financing resources that can help facilitate potential transactions. Sessions will address acquisition strategy, financing, exit readiness, and dealmaking.
• The Creator Economy at Scale: With the global creator economy valued at approximately $310 billion in 2026, Velocity will explore how creators across technology, AI, fashion, music, beauty and entertainment are shaping discovery, consumer behavior and brand strategy, and how artificial intelligence, algorithms and audience data are changing the way creators and companies build influence and generate revenue. Lilliana Vazquez, creator-entrepreneur and Emmy-winning host, will lead a data-driven conversation on the evolution of the creator economy, joined by leaders from TikTok, Pinterest and other sectors.
• The Billion-Dollar Beauty Opportunity: The Beauty Summit at Velocity, in collaboration with Latinas in Beauty, will examine how Latiné founders and consumers are reshaping the beauty category through ownership, commerce and market growth. The summit will launch the first-ever L Beauty Marketplace, connecting Latiné-founded beauty brands with consumers, creators, retailers, investors and industry partners.

“The creator economy is now valued at more than $300 billion, and Latino creators are playing an increasingly important role in shaping culture, discovery and consumer behavior,” said Andrea Trujillo, co-founder of Velocity. “For the first time, Velocity will spotlight how Latino creators are driving influence and commercial growth across beauty, fashion, technology and entertainment.”

As we in our country reflect on our 250-year anniversary, it is important to remember that the United States is a nation shaped by Native peoples, immigrants and generations of contributions from communities around the world. The Spanish were among the earliest Europeans to establish a presence in what is now the United States, and Latinos have played a longstanding role in shaping the nation’s business, cultural and civic life. Grounded in that history, Velocity will feature programming focused on Latino innovation and leadership across American history, culminating in the Made en América, American Latino 250 Gala honoring actor, producer and humanitarian Edward James Olmos. The gala will also recognize Henry Cisneros, former Secretary of Housing and Urban Development, and Ken Salazar, former Secretary of the Interior and former U.S. Ambassador to Mexico.

Media access
Sol Trujillo, Andrea Trujillo, and select speakers will be available for interviews in advance of and during the event. Media credentials, interview opportunities, and virtual-access information 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.