With 37% population growth, 87% entrepreneurial growth, and educational attainment advancements, Latina market power is magnified by influence on mainstream culture
New York – Sept. 12, 2017 – Hispanic women are rapidly becoming an economic and social powerhouse in the United States, with rising rates of entrepreneurship, educational attainment and delayed marriage, according to Latina 2.0: Fiscally Conscious, Culturally Influential & Familia Forward, a Nielsen report released today. These advances are emerging as the relatively young Latina population is undergoing dramatic growth–37% between 2005 and 2015, with 77% of that growth coming from U.S.-born Latinas, indicating that this largely bi-cultural group will exert a strong influence on both Hispanic and mainstream American culture into the 21st century.
The report also details how brands can exponentially magnify their market for ethnic products by tapping cultural-adjacent consumers who are open to products outside their traditional comfort zones.
“Latinas are coming into their own, and this newfound confidence will have an undeniable impact on our consumer-driven society,” commented Stacie de Armas, Vice President, Strategic Initiatives & Consumer Engagement at Nielsen. “Hispanic women are increasingly the catalysts in an intercultural marketplace. Not only are they the cornerstone of the Latino family, keeping language and traditions alive, but they are also forging a wider path in the mainstream and using technology to serve as brand and culture influencers. Marketers need to know how to tap this cohort in order to stay relevant and drive consumer engagement in the future.”
Latina 2.0: Fiscally Conscious, Culturally Influential & Familia Forward is the second study on Latinas in Nielsen’s Diverse Intelligence Series, which helps marketers better understand and reach diverse consumers through data-driven insights. The report highlights the soaring Latina population and the boom in Latina entrepreneurship, as well as Latina consumption patterns that are driving growth across a variety of sectors–from beauty to technology.
Highlights from Latina 2.0: Fiscally Conscious, Culturally Influential & Familia Forward include:
U.S. Hispanic Female Population is Booming
Latinas Drive Spanish Language and Hispanic Culture Retention
Latinas Are Delaying Marriage as Educational and Career Goals Rise
Latinas Are a Booming Entrepreneurial Force
Latinas Are Super Connected
Latinas Are Important Brand and Culture Influencers
“Ambicultural Latinas move fluidly between their cultures, driving intercultural affinity by sharing her root culture with friends, family and coworkers,” remarked de Armas. “Latinas truly are at the forefront of this crossover trend, engaging her online and offline social networks, sharing her voice and influencing those around her. Marketers who successfully reach this segment can surely expect to see an increased return on investment.”
For more details and insights on the report, download Latina 2.0: Fiscally Conscious, Culturally Influential & Familia Forward. Nielsen also encourages Latinas(os) in the U.S. to make their voices heard by taking an active role on how their culture is represented in the media. Please visit http://nielsen.com/latinos to register and learn more. We've also made this press release available in Spanish.
In 2011, Nielsen launched the Diverse Intelligence Series, a robust portfolio of comprehensive reports which focuses solely on diverse consumers’ unique consumption and purchasing habits. The series has become an industry resource to help brands better understand and reach ethnic customers. To learn more about Nielsen’s Diverse Intelligence research series, visit www.nielsencommunity.com.
Nielsen Holdings plc (NYSE: NLSN) is a global performance management company that provides a comprehensive understanding of what consumers Watch and Buy. Nielsen’s watch segment provides media and advertising clients with Total Audience measurement services across all devices where content–video, audio and text–is consumed. The Buy segment offers consumer packaged goods manufacturers and retailers the industry’s only global view of retail performance measurement. By integrating information from its Watch and Buy segments and other data sources, Nielsen provides its clients with both world-class measurement as well as analytics that help improve performance. Nielsen, an S&P 500 company, has operations in over 100 countries covering more than 90% of the world’s population. For more information, visit www.nielsen.com.