EXECUTIVE SUMMARY
Among its key findings for Latino-owned businesses, the report shows that despite strong growth in the number of Latino-owned businesses – which quadrupled between 1997 and 2012 – Latino-owned businesses are still underrepresented. In 2019, the share of Wisconsin’s population which identified as Hispanic or Latino was 7.09%, yet Latino businesses only made up 3.12% of the state’s businesses. Latino-owned businesses are generally smaller in terms of sales and employment. For example, for every dollar generated by non-Hispanic white-owned businesses with employees, Latino-owned employer businesses made $0.46 on average. Over one-quarter of the Latino population in WI are immigrants. Immigrants and Latinos have each more than doubled their share of new entrepreneurs since the late 1990s.
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