MERCADEO Versión en español
Gaby Sosa from Dieste: Understanding Latinas As Consumers Is Critical
Manuela Walfenzao| 2 de diciembre de 2016
Gaby Sosa, coordinadora de Social Media de Dieste
Gaby Sosa, Social Media Coordinator at Dieste -together with a group of women of her team- wrote a post in the agency’s blog about the current situation of Latina millennials, who live between two worlds. “When you have a large group of women that co-exist in multiple cultures, how do you even begin to attempt to capture their attention? We’re talking about millennial Latinas and the vast diversity that exists within this growing consumer base” she wrote in her lead. For Sosa, understanding Latinas as consumers is critical. This group of women boast an estimated annual buying power of $1.2 trillion. According to Nielsen, 86% of Latinas are now the primary decision makers in their home, making buying decisions on everything from groceries to electronics. Additionally, 81% are making these purchases online. “While many marketers still attempt to classify Latinas in a bicultural model – as either more American or more Latina – it’s important to understand these women do not exist solely in these two worlds” she explained. “The clichéd storylines of both negative and positive representations are old, and Latinas today want to be represented as far more than either side of that coin. One thing is certain, all millennial Latinas are cut from the same cloth. We believe each of them break the mold of what we see and live, as we do in Dieste.”
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