Thursday, July 22, 2010

Enter: The Nueva Latina

By Jim Legg, MediaPost.

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.

In many instances, when describing the role of the Hispanic woman, we have used the term "marianismo" as a defining characteristic. It is the tendency for a woman/wife to embody characteristics such as emotional, kind, instinctive, whimsical, docile, compliant, vulnerable and unassertive. These qualities tend to perfectly fit and provide balance within a machismo society where women are expected to raise their children, be spiritually pure and submissive to the demands of men.

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