Enter the Nueva Latina

Executive Vice President, The San Jose Group

When analyzing the Hispanic population in the U.S., we’ve noticed firsthand the transformations taking place within the segment throughout the years. One that is undoubtedly worth highlighting is the emergence of a new cultural identity — the Nueva Latina. This new segment represents the largest (26%) and fastest-growing Hispanic woman sub-segment of the entire U.S. Hispanic women population with a marketing size of four million.

A few key areas to focus on when examining this new sub-segment are the ways in which the Nueva Latina’s profile differentiates from the traditional and/or unacculturated Hispanic woman. Read More »