Page 21 - Latinas Powering Forward Whitepaper_November 2019

Latinas Powering Forward

WHAT COMPANIES SHOULD KNOW

Purpose matters. Almost half (48%) of Latinas ages 18 to 49 say they are more likely to buy brands that have a social
cause, compared to 42% of non-Hispanic women. 31

Latinas support companies who are vested in priorities and values that matter most to them. In 2018, Hispanic trust
in businesses fell 24 points vs. 2016. Businesses have a unique opportunity to stand for something that genuinely
32
matters to the lives of Latinas as they go through challenging times. If a brand wants to gain her admiration, respect
and dollar, then there are important actions that can have a lasting effect on brand reputation.

• Provide jobs and professional development opportunities
for her and her community.

• Increase portrayals of Latinas as both able professionals
and fulfilled family members.

• Make real improvements that support her communities.
Companies who stand
• Make spaces to come together to exchange stories and
support. with Latinas during
transformational times
• Provide resources and tools to help her overcome
challenges to advance. will lead in creating
strong relationships that
• Standing with Latinas during transformational times will can endure for years.
lead to strong relationships that can endure for years.

WHAT LATINAS SHOULD KNOW

There is no one more powerful than the Latina consumer, Latina voter or Latina businesswoman. Latinas should
recognize they are the target of businesses, politicians and any organization seeking growth. Latinas are unstoppable
when they know their value.

When pursuing a new job, deciding to vote, or choosing where to spend their money, Latinas should not shortchange
the power of their voice. Latinas are known to:

• Have a strong work ethic.

• Put family first and community a close second. There is no one

• Network constantly. more powerful than

• Be confident in their own skin. the Latina consumer,

• Be equipped to understand different cultural Latina voter or
perspectives. Latina businesswoman.

• Have experience with overcoming struggle.

31 NBCUniversal U.S. Audience Study 6.0. Conducted in partnership with IPSOS Media Development, 2019.
32 “The Hispanic Community; Trust Implodes.” Edelman, 2018.

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