Mom: La Reina de la Casa

With just a couple of days before Mother's Day, marketers are intensifying their efforts to connect with the most influential person in the household. More so, in the Latino household.  You see, moms are the gatekeepers of the family budget in most homes across the nation, but in Latino households, they are also the cultural beacon-- the one who normally decides and supports which traditions to keep, which foods will make it to the table, which brands will make it through the door.  Last week, the Census came out with the most recent figures about the growth of multicultural youth in the U.S. and Hispanics under 18 are again the fastest rising segment of the population-- and almost 34% of the total Hispanic population now estimated at 45.5 million.  What's more, Hispanic youth under 5 is a growing segment-- specially those born in the U.S.  But before these kids can make their own consumer decisions, and perhaps long after they can, moms will continue to influence them based on the cultural value system of the Hispanic household. And considering that there are more than 20 million Latinas in the U.S., it is wise to pay attention to the segment.

Taking a look at Univision.com and many of the Hispanic media this week will reveal different approaches to connecting with the Latina mom.  Some go so far as to reference the 'abuelitas'. The truth is moms are reigning queens, and the effects of it go so far as to make Mother's Day the #1 remittance transaction day for Hispanics in the U.S..

For all the Latina moms out there, felicidades en su dia!