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Monica Gil of Nielsen: I urge advertisers to understand the purchasing power of the Latino woman
19 de agosto de 2013
Nielsen recently presented the Latina Power Shift report, which highlights the powerful influence of the Latino woman in the United States and describes her key economic role within the Hispanic demographic.Theyre the decision takers when it comes to the most important purchases for the home. Todays Latino woman is involved in the finances and in studying what is best in monetary terms for the family. Her influence is also seen when it comes to buying a house, a car and even electronic devices Monica Gil, senior VP of public affairs and government relations at Nielsen, told PRODU.According to Nielsen, Latino women are the ones driving growth among the American female population, and are expected to reach 30 percent of that population by the year 2060.I urge advertisers to invest time in understanding the purchasing power of the Latino woman, and in understanding her role in the home. It is she who makes the purchasing decisions, which means she is in a position to wield her influence, so advertisers must understand that if they dont connect with her, they wont have the same chance of success Gil said.For Gil, the Latino woman is ambicultural, feeling at home in both the Latin and American cultures, which gives her a unique position in the consumer panorama she said.Latino women are a key factor of economic influence, which gives businesses the opportunity of establishing new relationships with loyal consumers by acknowledging their needs and appreciating the unique behavior patterns of Hispanic women she said.
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