The Nueva Latina continues to maintain characteristics common to the unacculturated, traditional Latina, like being emotional, instinctive and family oriented. But this time, she sees her success not through the accomplishments of others, but rather through her own personal achievements. The Nueva Latina not only is the main decision maker for most CPG products, she is also a primary decision maker or a strong influential within insurance, banking, and even the auto categories among others.

1. The Nueva Latina A Cultural Evolution

2. Outline Her Origins: A Look at the Population Trends Her Profile: A Look at the Numbers Her Lifestyle: A Look at her Values The Opportunity: A Look at Marketing Best Practices

3. Her Origins Come From the Total Population Trend - 58.8% + 77.8% + 35.7% + 8.0% 0% - 27.3% Unacculturated Bicultural Acculturated Source: Synovate – 2004 and 2008 U.S. Diversity Markets Report The movement inward from both ends of the acculturation scales indicates the emergence of a new cultural identity

4. Her Segment Follows the Trend Unacculturated Acculturated The Nueva Latina Source: Synovate – 2008 U.S. Diversity Markets Report The Nueva Latina segment represents the largest subgroup of the entire U.S. Hispanic women population

5. 13.9 MM Hispanic Women 18+ Source: U.S. Census – American Community Survey 2005 – 2007; Synovate – 2008 U.S. Diversity Markets Report Represents 6.2% of U.S. Population 18+ years 3.7 MM Are Considered Nueva Latina Over 1-in-4, or Market Sizing: Nearly 4 Million

7. Living Between Two Worlds Source: U.S. Census – American Community Survey 2005 – 2007; Synovate – 2008 U.S. Diversity Markets Report Unacculturated Traditional Nueva Latina Hispanic Non-Hisp. White U.S. Born 0% 52% 61% - Avg. Years in U.S. 8.7 15.2 13.9 - Spanish Dominant 95% 50% 56% - HH Size 4.2 3.8 3.7 2.5 Median Age 26.5 25.2 27.3 40.6 Bachelor’s Degree 2.0% 10.0% 12.3% 30.0% White Collar Employment 6.0% 25.0% 17.4% 37.9% Closer to the Traditional Segments Relative to the Non-Hispanic Segment Yet, Closer to the Non-Hispanic Segment Relative to the Traditional Segments

10. What is Driving These Values A Closer Look

13. Redefining Critical Mass 17.7 Million The size of her influence 10.3 Million Family 7.4 Million Parents 3.7 Million The size of her segment Nueva Latina

14. Nueva Latina Cultural Values

15. Conservative Liberal Unconventional Traditional TRADITIONS FAMILY SELF RELIGION Acculturated Unacculturated

20. Embodiment of the Nueva Latina

21. Embodiment of The Nueva Latina

25. Best Practices in Reaching the Nueva Latina

32. For Additional Information Please Contact: John W. Alfonzo Dir. Research & Planning [email_address] (312) 565-7000 www.thesanjosegroup.com