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Brief Published: 18 Nov 2016

Engaging the Evolving US Latina Consumer

Some 77% of US Latinas would purchase from a brand that invests in Latinas

US Latinas are bicultural, educated, and looking for brands to recognise the diverse range of roles they fulfil, according to a new study.

Released earlier this month by Miami-based cross-cultural communications agency Boden, the Latina SmartPurse survey questioned 2,024 Hispanic females in the US, ranging from 18 to 54 years of age. Highlights include:

  • Educated & Influential: US Latina women are increasingly well-educated and wield considerable spending power, as part of both the $1tn spend among Hispanics, and the $7tn spend among US females. Seven in 10 have completed at least some college or university education, and earn nearly 50% or more of their household income. 
  • Social Media Appeal: US Latinas spend an average of five hours a day on social media channels to connect with family and friends, research products and follow brands they trust. More than 57% agree that they are more likely to purchase from a brand if its social media content reflects their Hispanic culture, and 65% agree that it is important for brands to develop content specifically for Latinas. 
  • Beyond Cultural Relevancy: "Understanding the power the Latina holds in US households is key to earning her purchasing dollars," said Natalie Boden, president of Boden. "It goes beyond being culturally relevant," she added. "It's about engaging her with content that speaks to her preferences, her triumphs and her ever-evolving identity, and providing her with the tools to continue to help her succeed in the US today." 

For brand strategies to help engage bicultural consumers, see Culture Guardians.