New Study Finds Latinas Are One of the Most Influential Consumer and Voter Groups in the U.S.

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The decision-making power and impact of Latinas in the United States is no longer a secret to anyone. A new in-depth study conducted by NBCUniversal Telemundo Enterprises in collaboration with Hispanas Organized for Political Equality (HOPE) and Latino Victory Foundation found that, at 31 million, Latinas are an influential consumer and voter group, creating opportunity, fighting for representation, and driving progress.

The Latina Pulse: Champions of Change is an in-depth survey that polled Latinas on a wide range of issues, including education, health, workforce, and politics, extracting actionable findings to understand better and engage this fast-growing and influential demographic. 

The study found that Latinas influence a large portion of the $1.9 trillion in Hispanic consumer spending power, in addition to being one of the most important investing forces in the country.

And the numbers don’t lie:

  • 52% of Latinas age 50+ own their home.
  • 50% of Latinas have or plan to start putting money into college savings account for their children
  • 45% of Latinas have a savings account
  • 17% of Latinas plan to invest in stocks, bonds, IRA, or a 401(k) in the next three years

Similarly, the study found that Latinas have a greater sense of urgency to make change happen:

  • 7 in 10 Latinas prioritize ending violent crime, domestic violence, and gun-related violence
  • 37% have experienced discrimination in public or social situations
  • 54% want to close the wage gap between men and women
  • 70% of Latinas want to see greater representation in media and more Latina women in senior production roles

“This new poll shows that Latinas are leveraging their growing influence, bicultural heritage, and personal strength to drive progress for our nation,” said Mónica Gil, EVP, Chief Administrative & Marketing Officer at NBCUniversal Telemundo Enterprises. “With 31 million Latinas across the U.S. and Puerto Rico, they are entrepreneurial, highly skilled, and hold significant economic and political influence to lead positive outcomes across key priorities in our country.”

Latina resilience is unstoppable

Despite being one of the demographics most impacted by the health and economic crisis of the COVID-19 pandemic, the study concluded that “Latinas don’t wait for opportunities; they create them.”

  • 4 in 10 Latinas were negatively impacted in their jobs due to COVID-19
  • Latinas are almost 2x more likely to own or plan to open their own business in the next three years compared to non-Latinas
  • Latinas are more likely to pursue higher education (58%) compared to non-Latinas (41%)
  • 24% have suffered the loss of a loved one due to COVID-19
  • 73% of Latinas self-report being vaccinated or are planning to do so
  • 61% of Latina mothers report that their children are/plan to get vaccinated against COVID-19
  • 49% would be in favor of their child’s school requiring COVID-19 vaccinations

“Latinas are drivers of the U.S. economy and have always been positive contributors to American society,” said Helen Torres, Executive Director and CEO of HOPE. “Our ability to overcome the barriers of racism and sexism while starting businesses, working essential jobs, and protecting our families is a demonstration of our determination and perseverance.  Latinas are overwhelmingly leading and calling for change to ensure their families and communities are surviving and thriving.  The success of the United States is inexorably tied to Latina success.”

A political impact to be reckoned with

The study also found that, when it comes to getting involved in political decisions or community action, Latinas lead the way.

  • 63% of Latinas age 18+ are registered to vote, and 56% voted in the 2020 elections
  • 6 in 10 Latinas keep up with politics and current events
  • 6 in 10 Latinas would support a candidate that addresses issues of racism and inequality, increasing the minimum wage, combats climate change, invests in public-school systems and universal healthcare programs

“Latinas in the United States are a force that drives our community towards social justice, equity, and political power,” said Nathalie Rayes, President, and CEO of Latino Victory Foundation. “For decades, Latinas have harnessed social and political engagement and women’s movements, fought for women’s rights, and strengthened political power. Latinas are a powerhouse electoral bloc that plays a pivotal role in the electoral process. We hope this poll will help magnify the critical role Latinas play in our country’s prosperity and well-being and identify the challenges that Latinas face mending these gaps with solutions and opportunities.