Just as advertisers thought they had a grasp on the Hispanic consumer, a burgeoning segment of its population, Hispanic females are making huge social and economic advancements in the work place and earning more disposable income than ever before. More and more Latinas are joining the workforce, starting their own businesses, and having their say on what gets bought for the household, leaving the old stereotypes of the stay-at-home housewife or submissive homemaker behind.

Today’s Latinas are quite different than their mothers and grandmothers. Regardless of language preference, they have a new sense of self and the world around them. In the past, traditional advertising approaches applied solely to the Spanish-language Hispanic media have had their shortcoming and Latinas have either been stereotyped or ignored by advertisers in the mainstream media.

Readers of this report will learn:

The dynamics behind the rapid growth of the Latina demographic that’s solidified this diverse ethnic group into a consumer powerhouse and how to best understand her in order to reach out to her now, and for the future

Acculturation to the U.S. and how it impacts the way Latinas consume personal care products, clothes, and entertainment, including the cultural and psychological motivations behind their consumption patterns

Respondents’ attitudes towards work and careers, themselves, advertising, beauty products and clothing designed specifically for Latinos, and the cultural motivations behind their statements

The differences in behavior within the various income levels, Spanish-speaking versus English-dominant Latinas in terms of how they view fashion, entertainment, makeup and how being bilingual further expands their exposure to advertising