Never Too Much Time to Talk About Latinas

Last week, Marieli Colon and I had the privilege of attending the National Hispana Leadership Institute annual conference -- a great experience to connect with influential Latinas from around the country who have a deep sense of commitment to supporting each other and their communities.  During the conference, we had the opportunity to lead a workshop session along with author and Hispanic marketing pro Cristina Benitez.  The topic: the growing influence of Latinas in marketing.  In thinking back, the topic can really make for a full-day workshop and in the interest of what we might have left unsaid, here are a few thoughts:

-- Latinas influence or make a decision on the majority of the household purchases for the $860 billion spending power of the demo in the U.S.

-- They are graduating high school and college at faster rates that male peers

-- As the 2008 election showed, they are interested and active in the political arena

-- Overall, they feel higher pressure to balance values and cultures that leads to unfortunate repercussions such as the potential for depression

-- And if being cultural gatekeepers for their family is not enough, they also are opening small businesses and growing that area at faster rates than male peers

True that the Latina experience is widely varied across the nation, across generations, and even across cultural heritages.  But common to all is their role at the center of the home, at caring for family first, and at imparting and establishing a sense of community.  For marketers, brands, non-profits, corporations, connecting, engaging and developing a relationship with this segment is the most important strategic next step in a Hispanic marketing program built to last.

Thanks to all who joined us at the workshop and kudos to NHLI on their 21 years of history!