Latina Vote BodenPR

The Latina Vote

Presented by @natalieboden Follow us @bodenpr

The LATINA PLATFORM

Latinas today have a powerful platform from which to jump

from; and it's not about whether or not they are going to jump, it's about HOW HIGH.

Who is going to help get them where they want to go?

Who is She?

Many organizations fail to fully recognize and reach this market, not distinguishing her multi-pronged identity .

GROWING FORCE + PURCHASING POWER

Today's Latina (age 18 to 54) has emerged as a more powerful force than ever before.

25 million women in the U.S identify themselves as Hispanic

Leading $1.4 trillion in consumer spending

Responsible for 80% of household buying

Leading Hispanic Population Growth of 18-49

Over $67 billion in sales generated from Latina owned businesses

Among Female Hispanic Voters

77% Voted in the Last Presidential Election

55% Are Employed Full or Part Time

38% Would Like to Start Their Own Business

37% Are Mothers With One or More Children

33% Would Be in a Civil Protest If They Felt Strongly About An Issue

The number of female Hispanic registered voters grew 21% from 4 years ago

Source: Simmons NCS/NHCS Spring 2008 and 2012; Base: Hispanic Women A18+ and Registered to Vote

San Francisco

25%

Los Angeles

47%

Phoenix

29% Dallas

27%

Chicago

21%

Miami

51%

New York

25% Denver

21%

Houston

37%

The Future is Now in Critical Markets

18% of the U.S. Female 18-49 Population Is Hispanic

Source: The Nielsen Company, 2012 TV Universe Estimates. HW18-49

MEET the Latina MOM

More Likely to Have Young Children

Have Larger Households

of Hispanic moms have children 2-11 in the household (vs.62% of Non-Hispanics)

Average number of people in the household (vs.4.2 for Non-Hispanics)

Source: Courtesy of Univision - Simmons NCS/NHCS, Spring 2011 FY – Pop. Based on Women 18-49 who are parent guardians of a child with one or more children in household

5.8 Million Hispanic Moms 18-49

64%

4.8

Meet the ENTREPRENEUR

788,000 Latinas now run their own businesses. 34.4% of minority-women-owned firms were owned by

Latinas.

Latinas represent over 70% of those employed within key industries such as Education, Retail, Hospitality.

Source: Labor Force Characteristics by Race and Ethnicity, 2011

8

Meet the Latina MILLENNIAL

Hispanics who are

18-34

Sources: U.S. Census Bureau 2011 Population Estimates Released May 17, 20`2. U.S. Census Bureau Interim Projections by single year, age, sex, and Hispanic origin. Released August 2008. 2010 American Community Survey. 1 year Estimates. Simmons Fall 2011; 2012 Univision’s Cultural Connection Study, conducted in collaboration with Burke.

9

Hispanic Millennials are

22% of total U.S. millennials or 15 million strong

Uber connected to their Latin culture --passing on traditions, Latin food and holiday customs to their kids.

Just as likely as older Hispanics to speak Spanish at home

More likely than older Hispanics to share information about brands via social media, and research a product online after watching a TV commercial

Lead in the technology curve -- even more likely than non-Hispanic millennials to own a tablet or Smartphone and to watch video on their mobile device

What messages resonate with all

of them?

Career Forward Latinas

SOURCE: SIMMONS NCS/NHCS: Spring 2007 and 2011 ADULT FULL YEAR POP BASE: W18+

“I want to get to the top of my career.”

% Growth in the number of women who agree (2007 – 2011)

+13% (vs. +6% NH Women)

Latina Women want to Progress

12

Education Is Also Important For Her

What do you like to during your leisure time?

“Improve myself” ( taking an education course or such

as learning a new language)

Source: 2010 Yankelovich Monitor Multicultural Marketing Study Base: Female And Parent

29% Hispanic agree vs. Non-Hispanic 16%

13

She Wants Her Kids To Have An Education And A Future

“Planning for my child’s education causes a

great deal of stress”

“Being seen as a role model is important.”

63% Hispanic agree vs. Non-Hispanic 30%

Source: 2010 Yankelovich Monitor Multicultural Marketing Study Base: Female And Parent

48% Hispanic agree vs. Non-Hispanic 47%

14

She Values Helping Others In Their Daily Lives

It’s very important to my personal life to…

Volunteer time to charities Donate to charities

45% Of Hispanic W18+ agree Vs. 37% of Non-Hispanic White W18+ 41% Of Hispanic W18+ agree

Vs. 35% of Non-Hispanic White W18+

Source: 2010 Yankelovich Multicultural Market Monitor. Base: W18+. Based on Top 2 Box on 7 point scale, where 7 is extremely important. 14

15

She Cares About Social Issues

Index Among Women A18+ Who Strongly Agree

“If I feel strongly about an issue, I will

participate in protest.”

“I am willing to volunteer my time for a good

cause.” 105 Hispanic

vs. Non-Hispanic 99

118 Hispanic vs. Non-Hispanic 97.

Source: Simmons NCS/NHCS, Spring 2011 FY – Pop. Based on Women 18+; Statements based on strongly agree

Understanding Her Hispanic

Values

Latino Interdependence American Interdependence Me first Family first

Helping self helps family Family helps family

Faith in self and God Faith in God

Self-expression Humility

Work smart Work hard

What’s new? What’s next? Stability

Challenge authority Respect authority

Toot your horn Modesty

I solve life’s problems I accept life’s problems

Big success is better Small success is good

What I want! Whatever God wants

I will achieve I hope to achieve

Pay your dues Sacrifice

16

Economic vs. Social Contract

From Consumer to Producer of her own ideas, her own mindset, her own relationship with brands, the New Latina trusts the Media, Bloggers, Brands, Organizations and Political Parties

that are reflecting her power, identity and influence.

Who does she Trust?

Who does she Trust?

The Latina living in the U.S. is as multifaceted as the media she follows. She is highly informed and highly influential. The campaign that courts the Latina vote will have to target the diversity of the Latina identity. As Dee Dee Blasé, founder of the National Tequila Party Movement (a female-led political movement), has said, “In order to get the Latina vote, it’s not about putting a vice presidential candidate with a Hispanic name on the ballot, but about the record, and what you stand for.”

In Closing

Thank You

BodenPR is a boutique U.S Hispanic PR firm. Specializing in targeting the Hispanic female, BodenPR has developed campaigns for brands such as Delta Dental, FedEx and Equifax. At BodenPR we believe that the opportunity to nurture, grow and empower Latinas is critical to economic and social development. It benefits them, the community, the economy and the organization that invests in them.

BodenPR

7791 NW 46th Street, Ste. 304 Miami,FL 33166 T: 305.639.6770 [email protected]

Stay Connected Follow us @BodenPR www.facebook.com/BodenPR