A recently released Nielsen report detailed the rising rate of educational attainment, entrepreneurship, and delayed marriage in Hispanic women in the United States which is positioning them as a social and economic powerhouse. The report, titled, “Latina 2.0: Fiscally Conscious, Culturally Influential & Familia Forward”, covers the period from 2005 to 2015 and shows a dramatic population growth of 37% within this ten-year period, with US-born Latinas accounting for 77% of this figure.
According to the report Hispanic women make up the majority of the female population in many cities, particularly in New York and California, with 41% completing at least some college and 74% of Latina high school graduates enrolling in college. Businesses owned by Hispanic women now total about 1.5 million, a growth of 87% in the last five years with sales growing to $78.7 billion in Latina majority-owned firms.
Nielsen’s Vice President of Strategic Initiatives & Consumer Engagement, Stacie de Armas, talked about this rising trend in a press release, saying that, “Hispanic women are increasingly the catalysts in an intercultural marketplace. 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.”
The report is part of Nielsen’s Diverse Intelligence Series, and includes details on how brands and companies can reach and understand diverse markets via data-driven insights. In addition to the increasing population and entrepreneurial boom in Hispanic women, the report covers Latina consumption patterns in several sectors like technology and beauty.
