Page 4 - Latinas Powering Forward Whitepaper

Latinas Powering Forward

Latinas Here and Now

Our exploration into the new U.S. Latina uncovered numerous indicators of the advances achieved and the breaches
that remain. Among them are the following, which we selected based on their substantial relevance for businesses
and organizations that seek to advance the status of the next generations of Latinas.

• Latina Population Boom
While the majority of the population is aging, Latinas will be stepping into new roles and responsibilities as
a leading force. The population of Latinas under the age of 40 grew a remarkable 55% from 2000 to 2017
at the same time that non-Latina females this age lost 1% of their populace. Of the 29 million Latinas in the
U.S., 65% are under the age of 40.

• Deferred Marriage & Childbearing
Marriage and children will wait as Latinas are now prioritizing education and work. Never-married
millennial Latinas grew from 27% to 47% from 2000 to 2017. The average age when Latinas have their first
child increased from 22.7 to 24.8 years during the same period.

• Academic Breakthroughs
After years of aspiring to a higher education, Latinas are finally making it happen. Millennial Latinas with
an associate, bachelor’s, or graduate degree almost doubled from 17% in 2000 to 30% in 2017. This 70%
growth outpaces their Latino male and non-Latina millennial counterparts, who increased 56% and 35%,
respectively.

• Dominating Workforce Growth
Latina workforce growth has outpaced both non-Latinas and Latino males for the first time in history when
the Latina workforce grew 93% compared to 71% for Latino males and 13% for non-Latinas from 2000 to
2017.

• Buying Powerhouse
Latinas have an immense impact on household consumption, thus influencing the rapid growth of Hispanic
buying power, which reached $1.5 trillion in 2018 and is projected to grow to $1.9 trillion in 2023. They are
responsible for growth across many categories from traditional industries like beauty, dining, and
department store shopping to other sectors such as investments, which registered a growth of 247% in
2018 when compared to 2014.

• Driving Media Consumption
Latinas are young, mobile, sociable and tech immersed. They spend a large part of their time consuming
media, spending more than 30 hours every week watching television and 22 hours a week viewing videos,
using apps or surfing the internet with their smartphones. On average, 88% of Latinas own a smartphone
and are more likely than non-Hispanic White women to use youthful, visual and entertaining social media.
Latinas also enjoy group-viewing experiences that bring together family and friends around soccer matches,
boxing, novelas and movies.

• Civically Engaged
Projections indicate the 2020 election will mark the first time that Hispanics will be the largest racial or
ethnic minority group eligible to vote at 13.3%, surpassing African-Americans at 12.5%. Of the 20 Latinas
who have ever served in the U.S. Congress, 14 are serving today, demonstrating the recent gains in Latina
representation in federal government.

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