Orci’s: Dreams & Obstacles- Understanding Latinas Study.

La Agencia de Orcí & Asociados has completed a research study entitled “Dreams & Obstacles, Understanding Latinas.” Through this study, La Agencia has confirmed how Los Angeles Latinas represent enormous economic potential. The study also portrays how Latinas are realizing their dreams while facing the challenges of being a dual minority for whom culture plays a profound role.

There are 11 million Hispanic women 18+ in the U.S. (U.S. Census Bureau, Nielsen “00, SRC’00)

U.S. Latina women are succeeding in leading their families into the middle-class. They are the engines driving the small business sector. They are improving their education and job competence. They are making great strides, despite difficult obstacles.

Latinas are resolute in their accomplishments, inside and outside the home, despite the major obstacles they face.

* Inside the home environment, their strength is represented by their role as manager of the household budget….they are the family CFO and purchasing agent. They also manage family routines and focus on maintaining family values.

Latinas represent the largest percentage of female heads of households in the U.S. – 24% vs. 13% of general market. (Survey, March 2000, PGP-4, 2005 Projection, DRI/McGraw-Hill, 1995.)

* Outside the home environment, their volition is illustrated by highly successful entrepreneurship. Typically, after fulfilling their family obligations, they burst through the concrete and blossom into career women. They want to control their own destiny, improve their economic situation and achieve greater flexibility.

In 1996, 382,400 Latina-owned businesses generated sales of $67.3 billion (“the Spirit of Enterprise: Latina Entrepreneurs in the U.S.,” May-June ’00. The National Foundation of Women Business Owners and sponsored by Wells Fargo.)

Challenges

Latinas are full of hope, ambition and self-awareness and want to get an education, earn a good income and have a family. Living in a bicultural world, they sometimes experience conflicting influences that pull them in opposing directions. There are social pressures to marry early and raise children. Although Latinas have ambitious dreams, they face difficult social obstacles to reaching their dreams. This results in a segment of U.S. Latinas who is undereducated and underpaid in the workforce.

Solutions

Latinas need accessible support systems and role models to help them overcome the obstacles. They need to find a balance that will allow them to fulfill their potential without losing their cultural identity.

La Agencia de Orci & Asociados recommends that advertisers commit to branding communications programs that respond to Latinas’ stated aspirations and acknowledge their needs and wants.

1. Supply inspiring role models of empowerment
* include role models that show professional careers are rewarding, achievable options
* portray the Latina image in a positive way, show a wider spectrum of beauty to help them accept and love who they are
* demonstrate that professional success is compatible with family

2. Provide support and encouragement in attaining educational and career goals
* offer practical alternative resources for child care
* full-time employee programs
* financial aid
* mentoring programs

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