The Next Market
Hispanic Women: A New Frontier for Marketers

In the next 50 years, the U.S. Census Bureau projects the Hispanic market will increase approximately 50 percent, to make up 26 percent of the population. Enter the Hispanic woman: advancing into a more dynamic — and powerful — business and buying routine of influence.

Traditionally and culturally groomed as the ideal caregivers, today's Hispanic women are stepping out, moving up and taking more control. Many moe are working in affluent jobs. In fact, 56 percent of working Hispanic women hold white-collar positions, according to the Census. They're contributing to the household's income, yet are still responsible for the children's upbringing and household duties. They're making more money than ever before. And they're accustomed to being in charge — of the children, the household and the purse strings.

More active lifestyles motivate them to seek new products and services to help simplify the pounding beat of their hectic lives. The dance floor is open to marketers who make the right moves.

Companies that communicate to and support the evolving role of Hispanice women today can achieve utopian business success: that is, being in the right place at the right time, with respectful, helpful and relevant communications.

• Hispanic consumers are protective of their heritage. They tend to be brand loyal — 25 percent make buying decisions based on advertising versus 13 percent of the general population, and 38 percent look to magazine ads for ideas compared to 22 percent of non-Hispanics.
• They respond to companies that support their community and respect their culture. Overall, 92 percent of Hispanic adults read, watch or listen to media in their native language.

Not since baby boomers in post-WWII have we seen a population shift that rivals the dramatic change expected in the Hispanic market in the next 10 to 20 years. And not since Rosie the Riveter have we seen the influence of women so powerful.

(Provided by: Marketing Trends from the Campbell-Ewald Women2Women Communications Group)