2. The LATINA PLATFORM
Latinas today have a powerful platform from which to jump
from; and it's not about whether or not they are going to
jump, it's about HOW HIGH.
Who is going to help get them where they want to go?
3. Who is She?
GROWING FORCE + PURCHASING POWER
Today's Latina (age 18 to 54) has emerged as a more powerful force than ever before.
Leading $1.4 Responsible for Leading Hispanic Over $67 billion 25 million
trillion in 80% of household Population in sales women in the
consumer buying Growth of 18-49 generated from U.S identify
spending Latina owned themselves as
businesses Hispanic
Many organizations fail to fully recognize and reach this market, not
distinguishing her multi-pronged identity .
4. Among Female Hispanic Voters
77% Voted in the Last Presidential Election
55% Are Employed Full or Part Time
38% Would Like to Start Their Own Business
37% Are Mothers With One or More Children
Would Be in a Civil Protest If They Felt Strongly
33% About An Issue
The number of female Hispanic registered
voters grew 21% from 4 years ago
Source: Simmons NCS/NHCS Spring 2008 and 2012;
Base: Hispanic Women A18+ and Registered to Vote
5. The Future is Now in Critical
Markets
18% of the U.S. Female 18-49
Population Is Hispanic
Chicago New York
San Francisco 21% 25%
25%
Denver
21%
Phoenix
29% Dallas
27%
Miami
51%
Los Angeles
47% Houston
37%
Source: The Nielsen Company, 2012 TV Universe Estimates. HW18-49
6. MEET the Latina MOM
More Likely to Have Young Children
of Hispanic moms have
64% children 2-11 in the household
(vs.62% of Non-Hispanics)
Have Larger Households
Average number of people
4.8 in the household
(vs.4.2 for Non-Hispanics)
5.8 Million Hispanic Moms 18-49
Source: Courtesy of Univision - Simmons NCS/NHCS, Spring 2011 FY – Pop. Based on Women 18-49
who are parent guardians of a child with one or more children in household
7. Meet the ENTREPRENEUR
788,000 Latinas now run their own businesses.
34.4% of minority-women-owned firms were owned by
Latinas.
Latinas represent over 70% of those employed within key
industries such as Education, Retail, Hospitality.
Source: Labor Force Characteristics by Race and Ethnicity, 2011
9. Hispanic Millennials are
22% of total U.S. millennials or 15 million strong
Uber connected to their Latin culture --passing on traditions, Latin food and
holiday customs to their kids.
Just as likely as older Hispanics to speak Spanish at home
More likely than older Hispanics to share information about brands via social
media, and research a product online after watching a TV commercial
Lead in the technology curve -- even more likely than non-Hispanic millennials to
own a tablet or Smartphone and to watch video on their mobile device
Sources: U.S. Census Bureau 2011 Population Estimates Released May 17, 20`2. U.S. Census Bureau Interim Projections by single year, age, sex, and Hispanic
origin. Released August 2008. 2010 American Community Survey. 1 year Estimates. Simmons Fall 2011; 2012 Univision’s Cultural Connection Study, conducted 9
in collaboration with Burke.
11. Career Forward Latinas
Latina Women want to Progress
% Growth in the number of women who agree
(2007 – 2011)
“I want to get to the top
of my career.”
+13%
(vs. +6% NH Women)
SOURCE: SIMMONS NCS/NHCS: Spring 2007 and 2011 ADULT FULL YEAR POP BASE: W18+
12. Education Is Also Important
For Her
What do you like to during your
leisure time?
“Improve myself”
( taking an education course or such
as learning a new language)
29% Hispanic agree
vs. Non-Hispanic 16%
Source: 2010 Yankelovich Monitor Multicultural Marketing Study Base:
Female And Parent
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13. She Wants Her Kids To Have
An Education And A Future
“Planning for my child’s “Being seen as a role model is
education causes a important.”
great deal of stress”
63% Hispanic agree 48% Hispanic agree
vs. Non-Hispanic 30% vs. Non-Hispanic 47%
Source: 2010 Yankelovich Monitor Multicultural Marketing Study Base:
Female And Parent
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14. She Values Helping Others In
Their Daily Lives
It’s very important to my personal life to…
Volunteer time to charities Donate to charities
45% Of Hispanic W18+ agree
Vs. 37% of Non-Hispanic White W18+ 41% Of Hispanic W18+ agree
Vs. 35% of Non-Hispanic White W18+
Source: 2010 Yankelovich Multicultural Market Monitor. Base: W18+. Based on Top 2 Box on 7 point scale, where 7 is extremely important.
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15. She Cares About Social Issues
IndexAmongWomenA18+WhoStronglyAgree
“If I feel strongly about “I am willing to volunteer
an issue, I will my time for a good
participate in protest.” cause.”
105 Hispanic 118 Hispanic
vs. Non-Hispanic 99 vs. Non-Hispanic 97.
Source: Simmons NCS/NHCS, Spring 2011 FY – Pop. Based on Women 18+; Statements
based on strongly agree
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16. Understanding Her Hispanic
Values
Latino Interdependence American Interdependence
Family first Me first
Family helps family Helping self helps family
Faith in God Faith in self and God
Stability What’s new? What’s next?
Sacrifice Pay your dues
Humility Self-expression
Respect authority Challenge authority
Modesty Toot your horn
Work hard Work smart
I accept life’s problems I solve life’s problems
Small success is good Big success is better
Whatever God wants What I want!
I hope to achieve I will achieve
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18. Who does she Trust?
From Consumer to Producer of her own ideas, her own mindset,
her own relationship with brands, the New Latina trusts the
Media, Bloggers, Brands, Organizations and Political Parties
that are reflecting her power, identity and influence.
20. In Closing
The Latina living in the U.S. is as multifaceted
as the media she follows. She is highly
informed and highly influential. The campaign
that courts the Latina vote will have to target
the diversity of the Latina identity.
As Dee Dee Blasé, founder of the National
Tequila Party Movement (a female-led political
movement), has said, “In order to get the
Latina vote, it’s not about putting a vice
presidential candidate with a Hispanic name
on the ballot, but about the record, and what
you stand for.”
21. Thank You
BodenPR is a boutique U.S Hispanic PR firm.
Specializing in targeting the Hispanic female,
BodenPR has developed campaigns for brands
such as Delta Dental, FedEx and Equifax.
At BodenPR we believe that the opportunity to
nurture, grow and empower Latinas is critical
to economic and social development. It
benefits them, the community, the economy
and the organization that invests in them.
