According to Census projections by Pew Research, with a population of 62.3 million and growing, Hispanics as a single segment accounted for half of all U.S. population growth between 2010 and 2019. With total non-Whites combined representing 95% and whites only 5% of growth during the same period, the shift to a multicultural majority is underway. For the next 40 years, Hispanics will continue to be the primary contributors to total U.S. population growth—comprising 53% of the growth in just the next five years and 68% of the growth to 2060. Despite commanding $1.7 trillion in buying power, corporate focus on Hispanics continues to lag.