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The leading media company serving Hispanics in the U.S. and Puerto Rico, NBCUniversal Telemundo Enterprises, released an in-depth national poll of the Latina community to develop insights on their current outlook at a critical moment in American history.
In partnership with Hispanas Organized for Political Equality (HOPE) and the Latino Victory Foundation, “The Latina Pulse: Champions of Change” is a detailed poll which surveyed Latinas across wide-ranging topics including education, healthcare, workforce and politics to better understand and engage this demographic.
“This new poll shows that Latinas are leveraging their growing influence, bicultural heritage, and personal strength to drive progress for our nation,” said Mónica Gil, EVP, Chief Administrative & Marketing Officer at NBCUniversal Telemundo Enterprises.
“With 31 million Latinas across the U.S. and Puerto Rico, they are entrepreneurial, highly-skilled, and hold significant economic and political influence to lead positive outcomes across key priorities in our country.”
The Latina population continues to build their representation by breaking barriers, advancing their education, opening their own businesses, staying in the workforce longer and supporting elected officials that address systemic inequalities. Despite continuing to face challenges in the healthcare and workforce systems, which have only been exacerbated by the COVID-19 pandemic, Latinas continue to show resilience and confidence, which empowers them to be optimistic and energized about the future.
Helen Torres, Executive Director and CEO of HOPE said, “Latinas are drivers of the U.S. economy and have always been positive contributors to American society. Our ability to overcome the barriers of racism and sexism, while starting businesses, working essential jobs and protecting our families is a demonstration of our determination and perseverance. The success of the United States is inexorably tied to Latina success.”
Nathalie Rayes, President and CEO of Latino Victory Foundation, said, “Latinas in the United States are a force that drives our community towards social justice, equity, and political power. Latinas are a valuable electoral bloc who play a pivotal role in the electoral process. We hope this poll will help magnify the critical role Latinas play in our country’s prosperity and well-being and identify the challenges that Latinas face to mend these gaps with solutions and opportunities.”
“For decades, Latinas have harnessed social and political engagements through women’s movements and sheer voting power. “
Key findings from the poll included Latina-created wealth in terms of purchasing power and investments made. As a consumer group, the community influences a large part of the $1.9 trillion in purchasing power of Hispanic consumers. 52% of Latinas age 50+ own their home, and 50% of Latinas have or plan to start putting money into a college savings account for their children. 45% of Latinas have a savings account, and 17% of Latinas plan to invest in stocks, bonds, IRA, or a 401(k) in the next 3 years.
Another key finding is the amount of advocacies Latinas push for in order to achieve a greater sense of equality. Due to experiencing discrimination, 7 in 10 Latinas prioritize ending violent crime, domestic violence and gun-related violence. 54% want to close the wage gap between men and women, and 70% want to see greater representation in media, and have more Latina women in senior production roles to preserve cultural sensitivity and keep their heritage alive.
In the context of business and industry, the Latina community also boasts a considerable influence as they are twice as likely to venture into opening up small businesses and support existing ones in immediate communities, especially after the effects of COVID-19 on the economy. Latinas are also more likely to pursue higher education (58%) compared to non-Latinas (41%). Bilingualism has also given them a considerable edge.
In the context of electoral influence, Latinas also have the ability to sway elections. 63% of Latinas age 18+ are registered to vote and 56% voted in the 2020 elections, and are more in touch with politics and current events. 6 in 10 Latinas would support candidates with more progressive platforms that address racism, wage gaps, climate change, and accessible healthcare.
The survey polled a national online sample of 800 Latinas and 800 non-Latinas, 18 years and older. Conducted in English and Spanish, the poll was fielded in July 2021.
With NBS News
Nina Alvarez is a writer and content producer. Her interests include writing, particularly about different forms of digital communication and the many ways it can impact the flow of information through varying demographics.
