Latina moms are quickly becoming the latest demographic obsession of marketers everywhere. With the collective buying power of U.S. Latinos expected to reach $1.5 trillion by 2015, Latina moms are now considered the holders of the “purse strings”, meaning they influence most household purchases (including cars). Because of this, they are now one of the principal voices in every dominant shopping category ranging from groceries to finance and more.
Collective Bias’ SVP of Strategy, Holly Pavlika, identifies how brands can better reach this ever-expanding consumer segment in her MediaPost article, “The Rising Influence of the Latina and How to Reach Her”.
The Latina mom is a different kind of shopper who sees shopping as entertainment versus a routine burden. Marketers must fine-tune their strategies to better fit the needs, wants and likes of this major cultural group. Heritage and culture play a leading role in their shopping decisions, which translates to buying more products that directly target Latinos (i.e. use of Spanish language and/or using images of Latinos on the packing) as well as finding ways to add Latino flavors to traditionally-American foods.
Learn more about this influential demographic and how to achieve resonance with them on MediaPost Engage: Moms blog.