latinas Archives | National Hispanic Advertising Agency

We say happy wife, happy life. There is a lot of truth behind that phrase. It was a big lesson learned by a close friend of mine when he was ready to become a homeowner with his wife after renting an apartment for a few years. After all, it’s mama that runs the household, especially in Hispanic families. That’s why many smart business owners are learning how to connect with Hispanic women, also called Latinas, and growing their business significantly because of it.

Latinas play an important role when it comes to shopping and purchasing big-ticket items. According to the NAHREP report “State of Hispanic Ownership,” Hispanic homeowners grew over 58% during the past 12 years while the rest of U.S homeowners only grew 5%.

Hispanics are a young and vibrant community. Based on the latest Nielsen report “State of the Hispanic Consumer,” it is estimated their average age is 27 years old, which is 10 years younger than non-Hispanics. Their household income of $50k+ is growing faster compared to overall population. There are more Hispanics attending college than ever before. So the role that Hispanics will be playing in the housing market will be very significant now and in the near future. If you are in the real estate industry, it is a market you have to start building on. [Read more…]

They run the household and soon could be steering your bottom line. Hispanic women, also called Latinas, play an important role when it comes to shopping for their households. Even though a father figure is a sign of respect and authority in a Hispanic family, mom most of the time is the one who runs the show and has the final word. I remember being a little kid asking my father for permission to hang out with my friends. After I got his approval he asked me, “Did you also ask your Mum about it?” I am sure this sounds familiar to many of you.

It is important to understand cultural nuances if you want to engage with this growing and influential target audience. It is curious to see on English marketing campaigns that the father figure is portrayed as somebody that doesn’t know what is going on or always breaks something in a household. This humorous portrayal of a father figure can make several target audiences laugh. However, if you try that with the Hispanic audience you will insult just about every Hispanic man if they are represented that way. These kinds of cultural nuances are important to keep in mind, and they prove why it is so important to stay away from literal translations when it comes to your advertising and marketing.

Based on the Nielsen report “Latinas are a Driving Force Behind Hispanic Purchasing Power in the USA,” Hispanic women are expected to represent 30% of the total U.S. female population by 2060. White female population is expected to drop 43%.
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Knock, knock. Hispanics and the housing recovery.

Latinas. The driving force of hispanic households.