The Nueva Latina A Cultural Evolution
Outline Her Origins: A Look at the Population Trends Her Profile: A Look at the Numbers Her Lifestyle: A Look at her Value...
Her Origins Come From the Total Population Trend - 58.8% + 77.8% + 35.7% + 8.0% 0% - 27.3% Unacculturated Bicultural Accul...
Her Segment Follows the Trend Unacculturated Acculturated The Nueva Latina Source:  Synovate –   2008 U.S. Diversity Marke...
13.9 MM  Hispanic Women 18+ Source:  U.S. Census – American Community Survey  2005 – 2007;  Synovate – 2008 U.S. Diversity...
¿Quién Es? -- A Cultural Duality <ul><li>The Nueva Latina embraces the duality of their American and Latin culture to form...
Living Between Two Worlds Source:  U.S. Census – American Community Survey  2005 – 2007;  Synovate – 2008 U.S. Diversity M...
Language: Spanish Ability, English Preference  <ul><li>In terms of language preference: </li></ul><ul><ul><li>31% prefers ...
Traditional Cultural Values Are Challenged “ Marianismo” is  not  a defining characteristic of The Nueva Latina Unaccultur...
What is Driving These Values A Closer Look
Reverse Gaps In Gender Disparities <ul><li>“… My real power was my brain. Being pretty was a bonus –not my ticket in.”   <...
An Entrepreneur  <ul><li>Latina-Owned Businesses grew 64% from 1997 to 2004 </li></ul><ul><ul><li>Compared to  20%  for Al...
Redefining Critical Mass 17.7 Million The size of her influence 10.3 Million Family 7.4 Million Parents 3.7 Million The si...
Nueva Latina Cultural Values
Conservative Liberal Unconventional Traditional TRADITIONS FAMILY SELF RELIGION Acculturated Unacculturated
Nueva Latina Cultural Values <ul><li>SELF </li></ul><ul><ul><li>“ I will not be forced to choose between education, career...
Nueva Latina Cultural Values <ul><li>RELIGION </li></ul><ul><ul><li>“ I… stepped away from the Catholic faith to be more e...
<ul><li>FAMILY </li></ul><ul><ul><li>“ A lot of family life has revolved around food. Not just eating, but the preparation...
<ul><li>TRADITION </li></ul><ul><ul><li>“ I’d like to maintain not only the stuff I grew up with-food, holiday traditions-...
Embodiment of the Nueva Latina
Embodiment of The Nueva Latina
Embodiment of The Nueva Latina <ul><li>Linda Sanchez Congresswoman – D-CA </li></ul><ul><ul><li>Born in Orange, CA to immi...
Embodiment of The Nueva Latina <ul><li>Lucia Ballas-Traynor Publisher of People en Español </li></ul><ul><ul><li>Family mo...
Embodiment of The Nueva Latina <ul><li>Jennifer Rodriguez 2 Bronze Olympic Medal Winner (Ice Skating Race) </li></ul><ul><...
Interested in reaching the Nueva Latina
Let us help you! John W. Alfonzo Dir. Research & Planning [email_address] (312) 565-7000 www.thesanjosegroup.com
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The Nueva Latina

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The Nueva Latina continues to maintain characteristics common to the unacculturated, traditional Latina, like being emotional, instinctive and family oriented. But this time, she sees her success not through the accomplishments of others, but rather through her own personal achievements. The Nueva Latina not only is the main decision maker for most CPG products, she is also a primary decision maker or a strong influential within insurance, banking, and even the auto categories among others.

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  • Comadre.com is launching a crowdfunding campaign because Latinas are so underserved online. Check it out http://igg.me/at/comadre/x/6589677
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  • There are a total of 21.2 MM Hispanic females (all ages) The Hispanic Women 18+ market segment (4.7%) is larger than the entire Asian market (4.3%)
  • The Nueva Latina

    1. 1. The Nueva Latina A Cultural Evolution
    2. 2. Outline Her Origins: A Look at the Population Trends Her Profile: A Look at the Numbers Her Lifestyle: A Look at her Values The Opportunity: A Look at Marketing Best Practices
    3. 3. Her Origins Come From the Total Population Trend - 58.8% + 77.8% + 35.7% + 8.0% 0% - 27.3% Unacculturated Bicultural Acculturated Source: Synovate – 2004 and 2008 U.S. Diversity Markets Report The movement inward from both ends of the acculturation scales indicates the emergence of a new cultural identity
    4. 4. Her Segment Follows the Trend Unacculturated Acculturated The Nueva Latina Source: Synovate – 2008 U.S. Diversity Markets Report The Nueva Latina segment represents the largest subgroup of the entire U.S. Hispanic women population
    5. 5. 13.9 MM Hispanic Women 18+ Source: U.S. Census – American Community Survey 2005 – 2007; Synovate – 2008 U.S. Diversity Markets Report Represents 6.2% of U.S. Population 18+ years 3.7 MM Are Considered Nueva Latina Over 1-in-4, or Market Sizing: Nearly 4 Million
    6. 6. ¿Quién Es? -- A Cultural Duality <ul><li>The Nueva Latina embraces the duality of their American and Latin culture to form an identity that can navigate the intricacies of both: </li></ul><ul><ul><li>Independent </li></ul></ul><ul><ul><li>Equal Rights & Responsibilities </li></ul></ul><ul><ul><li>Bilingual & Bicultural </li></ul></ul><ul><ul><li>Lived most of formative years in the U.S. (15 – 18 years) or U.S. born </li></ul></ul><ul><ul><li>Educated </li></ul></ul><ul><ul><li>Family Oriented </li></ul></ul><ul><ul><li>Proud of her Heritage </li></ul></ul><ul><li>“ We are not from here or there; we are from a blended place that is of our own making.” </li></ul><ul><li>Rosie Molinary, Author of Hijas Americanas </li></ul>
    7. 7. Living Between Two Worlds Source: U.S. Census – American Community Survey 2005 – 2007; Synovate – 2008 U.S. Diversity Markets Report Unacculturated Traditional Nueva Latina Hispanic Non-Hisp. White U.S. Born 0% 52% 61% - Avg. Years in U.S. 8.7 15.2 13.9 - Spanish Dominant 95% 50% 56% - HH Size 4.2 3.8 3.7 2.5 Median Age 26.5 25.2 27.3 40.6 Bachelor’s Degree 2.0% 10.0% 12.3% 30.0% White Collar Employment 6.0% 25.0% 17.4% 37.9% Closer to the Traditional Segments Relative to the Non-Hispanic Segment Yet, Closer to the Non-Hispanic Segment Relative to the Traditional Segments
    8. 8. Language: Spanish Ability, English Preference <ul><li>In terms of language preference: </li></ul><ul><ul><li>31% prefers English </li></ul></ul><ul><ul><li>45% prefers Spanish </li></ul></ul><ul><li>Consumed media by Language: </li></ul><ul><ul><li>40% in Spanish </li></ul></ul><ul><ul><li>60% in English </li></ul></ul>Ability to Speak English… Source: Synovate – 2008 U.S. Diversity Markets Report Preference for English . . .
    9. 9. Traditional Cultural Values Are Challenged “ Marianismo” is not a defining characteristic of The Nueva Latina Unacculturated Traditional Nueva Latina <ul><li>Compliance / Attached to traditions </li></ul><ul><li>Freedom / Open to change </li></ul><ul><li>Distinction of gender roles </li></ul><ul><li>Equality </li></ul><ul><li>Avoidance of direct confrontation </li></ul><ul><li>Assertiveness </li></ul><ul><li>Fatalismo </li></ul><ul><li>Control over Destiny </li></ul><ul><li>Success defined through others </li></ul><ul><li>Success defined through personal </li></ul><ul><li>achievement </li></ul>
    10. 10. What is Driving These Values A Closer Look
    11. 11. Reverse Gaps In Gender Disparities <ul><li>“… My real power was my brain. Being pretty was a bonus –not my ticket in.” </li></ul><ul><li>Hispanic Women, quote from Hijas Americanas </li></ul>Source: U.S. Census – American Community Survey 2005 - 2007 U.S. Hispanics Males Females Educational Attainment 25+ years Associates Degree 4.6% 5.8% Bachelor’s Degree 7.8% 9.0% Graduate Degree 3.7% 4.0% Occupation 16+ years Mgmt. & Finance 6.8% 8.0% Professional 7.1% 14.7% Sales & Office 13.8% 33.4%
    12. 12. An Entrepreneur <ul><li>Latina-Owned Businesses grew 64% from 1997 to 2004 </li></ul><ul><ul><li>Compared to 20% for All Women-Owned Businesses </li></ul></ul><ul><li>39% of All Women-Owned Business belong to a Latina Woman </li></ul><ul><li>$44 MM are generated in Sales by Latina-Owned Businesses </li></ul><ul><li>“ Confidence is a state of mind, and my clothes are an accessory to this beautiful state of mind.” </li></ul><ul><li>Anna Fong, Designer </li></ul>Source: Center for Women Business Research 2004; Café Magazine 2009
    13. 13. Redefining Critical Mass 17.7 Million The size of her influence 10.3 Million Family 7.4 Million Parents 3.7 Million The size of her segment Nueva Latina
    14. 14. Nueva Latina Cultural Values
    15. 15. Conservative Liberal Unconventional Traditional TRADITIONS FAMILY SELF RELIGION Acculturated Unacculturated
    16. 16. Nueva Latina Cultural Values <ul><li>SELF </li></ul><ul><ul><li>“ I will not be forced to choose between education, career, motherhood, and/or family, or postponing your desires and dreams to start a family of my own” </li></ul></ul><ul><ul><li>“ I will not allow my son to treat women like dirt” </li></ul></ul><ul><ul><li>“ While I embrace and indulge my sexual appeal, I will not be looked at as only a sexual conquest” </li></ul></ul>Source: Rosie Molinary – Hijas Americanas: Beauty, Body Image, and Growing Up Latina; 2007
    17. 17. Nueva Latina Cultural Values <ul><li>RELIGION </li></ul><ul><ul><li>“ I… stepped away from the Catholic faith to be more evangelical Christian” </li></ul></ul><ul><ul><li>“ I believe in God. I just don’t support any religion” </li></ul></ul><ul><ul><li>“ I haven’t told my parents that I am atheist or agnostic… My parents are both Roman Catholic.” </li></ul></ul>Source: Rosie Molinary – Hijas Americanas: Beauty, Body Image, and Growing Up Latina; 2007
    18. 18. <ul><li>FAMILY </li></ul><ul><ul><li>“ A lot of family life has revolved around food. Not just eating, but the preparation of the food as a way of bonding and bringing family together” </li></ul></ul><ul><ul><li>“ The female centered aspect of family- worshipping mother figures, honoring women’s wisdom, power, and strengths” </li></ul></ul><ul><ul><li>“ Think of your family with pride and not as a burden” </li></ul></ul>Nueva Latina Cultural Values Source: Rosie Molinary – Hijas Americanas: Beauty, Body Image, and Growing Up Latina; 2007
    19. 19. <ul><li>TRADITION </li></ul><ul><ul><li>“ I’d like to maintain not only the stuff I grew up with-food, holiday traditions- but also incorporate other Latino and multicultural traditions” </li></ul></ul><ul><ul><li>“ My family taught me to be proud of my Puerto Rican heritage to the fullest. Everything that is Boricua style fits into my lifestyle” </li></ul></ul><ul><ul><li>“ The positive aspect of having a dual identity is that there is much more to choose from” </li></ul></ul>Nueva Latina Cultural Values Source: Rosie Molinary – Hijas Americanas: Beauty, Body Image, and Growing Up Latina; 2007
    20. 20. Embodiment of the Nueva Latina
    21. 21. Embodiment of The Nueva Latina
    22. 22. Embodiment of The Nueva Latina <ul><li>Linda Sanchez Congresswoman – D-CA </li></ul><ul><ul><li>Born in Orange, CA to immigrant parents from Mexico </li></ul></ul><ul><ul><li>Obtained a B.A. in Spanish Literature and Bilingual Ed at UC Berkeley and a JD at UCLA </li></ul></ul><ul><ul><li>Wishes for every young Latina to become strong, competent, and self-sufficient </li></ul></ul><ul><li>“ One of the biggest stereotypes I face now is that I’m a quirky, nontraditional, irreverent person and a hot-blooded Latina” </li></ul><ul><li>Linda Sanchez </li></ul>Source: Rosie Molinary – Hijas Americanas: Beauty, Body Image, and Growing Up Latina; 2007
    23. 23. Embodiment of The Nueva Latina <ul><li>Lucia Ballas-Traynor Publisher of People en Español </li></ul><ul><ul><li>Family moved from Chile when she was 11 years old </li></ul></ul><ul><ul><li>Attended New York University and was recently General Manager of MTV Tr3s, the leading bilingual/bicultural TV channel </li></ul></ul><ul><ul><li>“ Some traditional Latin American thinking can be hard-line, and it’s okay to come up with something more relaxed, something that fits what’s right” </li></ul></ul><ul><li>“ Being able to draw from two cultures and craft my own identity is my triumph” </li></ul><ul><li>Lucia Ballas-Traynor </li></ul>Source: Rosie Molinary – Hijas Americanas: Beauty, Body Image, and Growing Up Latina; 2007
    24. 24. Embodiment of The Nueva Latina <ul><li>Jennifer Rodriguez 2 Bronze Olympic Medal Winner (Ice Skating Race) </li></ul><ul><ul><li>Born in Miami to a Cuban father and a NH White mother </li></ul></ul><ul><ul><li>At the age of four learned how to roller-skate and at the age of fifteen was a world champion (1993) </li></ul></ul><ul><ul><li>“ As a Latina, I felt like a hypocrite… (since) I don’t speak Spanish. But I realize that is not what you look like or what you speak; it’s what’s in your blood” </li></ul></ul><ul><li>“ Growing up being Cuban didn’t mean anything to me. It wasn’t until the last ten years that I took a step back and started finding out more about my history” </li></ul><ul><li>Jennifer Rodriguez </li></ul>Source: Rosie Molinary – Hijas Americanas: Beauty, Body Image, and Growing Up Latina; 2007
    25. 25. Interested in reaching the Nueva Latina
    26. 26. Let us help you! John W. Alfonzo Dir. Research & Planning [email_address] (312) 565-7000 www.thesanjosegroup.com

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