Latinas In Charge
Accentmarketing launched its Latinas in Charge initiative – a deep dive into the Latina experience today combining new qualitative research with unique insights from the Latina-led agency and its partner in this initiative, Dr. Monica Torres of SocialQuest. Previous studies have looked at the Hispanic population from a macro view – to tell marketers what these consumers have in common. But Accentmarketing and SocialQuest have initiated a study to take a closer look at the Latina population in the United States to better understand what is her dynamic and her changing social role given the momentous change. To provide marketers with the “why” – and what to do about it. This is what we call being “in touch”.
Finding
Amidst all of the uncertainty and economic change in the past 6 months, one segment of the population has been weathering the crisis with fortitude and adaptability – Hispanic women. Importantly for marketers, we have identified several shifts in behavior which will impact how to effectively motivate this customer base. Among these - there is a retroactive migration to fringe financial providers due to the collapse of formal banking institutions.
What are some key insights about Latinas and finance today?
Insight 1
Latinas are clear about not wanting someone who tells them what to do especially with their hard earned money –they want someone who listens, informs them and helps them with respect, dignity and understanding.
Insight 2
Latinas are interested in a wide range of products and resources that they can draw upon from which to create their own collective, family driven solutions.
Other topic areas explored in this first release of Latinas in Charge include:
- Latinas and the Shifting American Dream – learn how Latinas are re-prioritizing their family’s wants and needs
- Hands on Financial Managers – more insights on Latinas managing the household finances
- Guerilla Shoppers – learn who is the savviest shopper on the block and how to make sure your products are top of the list
