Latinas in Charge.
March 8, 2009
Accentmarketing’s President, Maria Romero announced the first release of their new initiative “Latinas in Charge” – a deep dive into the Latina experience today as documented by the Latina-led agency and its partner in this project, Monica Torres PhD, of SocialQuest. “Latinas in Charge” offers the marketing professional revealing trends and insights on crucial issues impacting Latina life – the economy, education, healthcare, and household finance.
Accentmarketing’s managing partners – Romero along with Lisette Hoyo, Director of Client Services and Diana Ocasio Fant, Executive Creative Director – set the learning goals, while Dr. Torres developed the analysis’ design to drill down into the Latina psyche and capture today’s Latina mindset.
Among the key economic insights identified in this first release, titled “Latinas Take Control, Adapt and Move Forward”:
— Latinas are clear about not wanting someone who tells them what to do with their hard earned money -they want someone who listens, informs them and helps them with respect, dignity and understanding.
— Latinas are interested in a wide range of products and resources that they can draw upon from which to create their own family-driven solutions.
“Accentmarketing is committed to keeping its finger on the pulse of the US Hispanic community, by constantly identifying how the current reality and trends will impact and shape the new Latino identity,” Maria Romero stated. “Being in-touch with Latinas and learning from them allows us to create powerful ideas, producing measurable business results during our nation’s current era of enormous change.”
Additional releases from the “Latinas in Charge” initiative, focusing on health and healthcare “Redefining the meaning of well-being”, and on the Latina’s evolving identity “Quien Soy”, will be available respectively in Summer 2009 and Fall 2009.
The “Latinas in Charge” initiative combines new qualitative research conducted in LA and Miami with unique insights from the Latina-led agency and its partner in this project, Monica Torres, PhD, of SocialQuest.
