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CONSUMER INSIGHT 5-1 The Mighty, Powerful, and Influential Latina Latinas (or Hispanic women) represent an increasingly influential segment of the Hispanic subculture. They are creating dramatic cultural shifts within the Hispanic, as well as mainstream, culture. As of 2017, the U.S. Hispanic female population was at 28 million, which is 17 percent of the total female population. This percent- age should continue to rise as Hispanics are projected to account for 65 percent of the total U.S. population growth between now and 2060. Latinas are increasingly the primary breadwinners and key economic decision makers in their households. 5.42 According to Stacie de Armas, Vice President of Strategic Initiatives & Consumer Engagement at Nielsen: Latinas are coming into their own, and this new- found confidence will have an undeniable impact on our consumer-driven society. Hispanic women are increasingly the catalysts in an intercultural market- place.... Ambicultural Latinas move fluidly between their cultures, driving intercultural affinity by sharing her root culture with friends, family and co-workers.... Furthermore, Ms. de Armas offers the following mar- keting implications: 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. Here are some key points from recent research that set today's Latinas apart from other demographic groups, as well as the Latinas from the past: Origins: The population of U.S. Latinas has grown 27 percent between 2005 and 2015, of which 77 percent of that growth has come from Hispanic girls born in the U.S., not immigration. Almost half of U.S.-born Latinas are under the age of 18. In some cities, such as New York City, Latinas compose the majority of the female population. Education: Latinas are reaching greater heights of educational attainment than ever before. Nearly half of Latinas have completed at least some col- lege education. And 74 percent of recent Latina high school graduates are currently enrolled in col- lege versus 72 percent of non-Hispanic females. Entrepreneurship: There are approximately 1.5 million Latina majority-owned companies in the U.S., representing an 87 percent growth rate in the last five years. This is in stark contrast to the 39 percent growth rate of Hispanic male . . Social Media: Similarly, Latinas are more likely than non-Hispanic white women to engage on social media sites, where they spend on average five hours per day. Over 57 percent of Latinas indicate they are more likely to purchase from a brand that promotes social media content that reflects Hispanic culture, and 65 percent feel it is important for brands to generate Latina-specific content. Additionally, Latinas are more likely than non-Hispanic white women to recommend or review products and show support for brands on social media. In conclusion, Latinas are a significant, growing, and influential segment of consumers. Marketers will do well to pay attention majority-owned companies and 27 percent growth rate of all female majority-owned companies. The volume of sales of Latina majority-owned companies also outpaced all female majority- owned companies during the last five years, at 41 percent and 19 percent respectively. Marital Status: Latinas are less likely to ever have been married than non-Hispanic whites (at 39 percent and 25 percent). The increased emphasis on educa- tion and entrepreneurship could be a driver here. However, foreign-bom Latinas are twice as likely to marry as the U.S.-born Latinas. Of married Latinas, over 20 percent are married to non-Hispanic spouses, which makes them catalysts of intercultural exchange. Cultural Traditions: Latinas enjoy maintaining their cultural traditions, such as language and cuisine. Even though only 34 percent of Latinas are born outside the U.S., 74 percent (over age five) speak a language other than English in their homes. Compared to non-Hispanic white women, Latinas say they enjoy being creative in the kitchen at a higher rate (79 percent versus 70 percent). Mobile Devices: Latinas place great importance on communication and are heavy users of mobile devices. They are 15 percent more likely than non- Hispanic whites to own smartphones and smart- watches. They average 22 hours per week using their smart devices to watch videos, use apps, play games, download/purchase music, and surf the Internet. Critical Thinking Questions 1. What challenges might a marketer encounter when targeting the Latina market? 2. This insight tells us that Latinas are intercultural influencers. Think about your personal life experience and brainstorm some instances where you see this in action in areas such as products, entertainment, and celebrities 3. Imagine you are a marketer of some type of con sumer packaged good. Choose a product and choose one of the segments. How would you best communicate about your chosen product with your chosen segment