Data beyond demographics.
U.S. Latinas' economic power, influence and growth. 34 million women rewriting the rules of American commerce.
34 million Latinas — material, measurable, accelerating.
America's 34 million Latinas are 1 in every 5 women in the U.S. Their economic power is material, measurable, and accelerating.
The Influence Multiplier
Latinas operate as the CFOs of both their households and extended communities. When brands win with a Latina, they don't win a single transaction — they win an entire network.
Despite clear indicators of growth and influence, most brands don't prioritize Latinas as a cohort of consequence. The disconnect is stark — and growing.
"Brands market to U.S. Latinas but they don't always fully recognize our influence or power. We're often the ones researching, buying, and influencing others."— Millennial Latina
Navigating a charged environment
Rejecting the cultural script of silence.
Today's Latinas are rejecting the cultural script of silence. They are choosing to be seen and heard — and withdrawing from spaces that refuse to evolve.
Assertiveness as Strategy
Among Latinas, assertiveness has become a functional skill — a deliberate strategy to ensure career advancement, wealth creation, and long-term security.
"We are breaking those molds because those molds were created to keep us trapped. I am a firm believer that when I speak up, I receive more money."— Millennial Latina
Cultural identity as competitive advantage
The 18-point gap between Latinas and non-Latinas on cultural identity is the widest single attitudinal gap measured in the entire survey. Cultural identity is not peripheral — it is the operating system.
How Latinas want to be portrayed in advertising & media
Rank order — #1 = most desired
| Portrayal | Latina rank | Non-Latina rank |
|---|---|---|
| Entrepreneurs | #1 | #6 |
| Women in traditionally male-dominated roles | #2 | #4 |
| Successfully juggling life | #3 | #1 |
| CEOs or business leaders | #4 | #2 |
| Capable moms making it work | #5 | #3 |
| Political leaders | #6 | #7 |
| Professionals in science or technology | #8 | #10 |
| Primary breadwinners | #10 | #9 |
71% of Latinas are entirely self-taught in their financial journey.
Lacking inherited wealth or a traditional financial playbook, Latinas are building wealth on their own terms.
The Wealth Blueprint
Latinas define personal financial success differently. They are more likely to prioritize home ownership, business ownership, and passive income creation.
Multi-generational anchors
Their drive isn't just about the future — it's about correcting the past. Latinas are simultaneously moving the next generation forward while elevating their elders.
"If there's not room for me, I'm going to make room. I'll learn everything that I can and stake my claim. You can't get rid of me."— Millennial Latina
Redefining success as fulfillment.
Latinas are redefining success — guided by values, shaped by generational change, and reinforced by purpose.
Definition of Success — Top Rankings
| Definition | Latina | Non-Latina |
|---|---|---|
| Financial security / independence | #1 | #1 |
| Achieving personal goals | #2 | #4 |
| Mental & physical health | #3 | #3 |
| Having time for family | #4 | #2 |
| Providing family greater opportunities | #5 | #6 |
| Growing savings / financial assets | #6 | #7 |
| Living authentically / my values | #7 | #5 |
Personal success as community uplift
Values enforced through action.
Latinas reward brands that align with them and withdraw from those that fall short. They are architects of the ecosystem they live in.
Values enforcement in action
Brand values are now also talent pipeline variables. Misalignment is not something to endure — it is a reason to walk away entirely.
"Genuine inclusion means brands actively hiring, supporting, and promoting Latinas into leadership. Investing in education, mentorship, and community programs shows long-term commitment, not performative statements."— Gen Z Latina
All data, rankings, and consumer insights on this page are drawn from the 2026 Kantar and Latino Donor Collaborative report on U.S. Latinas' economic power and influence.
The brands that define the next decade will build Latina insight into everything.
Product design. Talent strategy. Supplier networks. Brand values. Consistently enough that Latinas recognize the commitment as genuine. The brands that lose will not lose loudly. They will simply find themselves outside an ecosystem that is growing without them.