30 million strong, Latinas are a dynamic force greatly impacting American economy, culture, business and politics, driving a significant portion of the $3.78 trillion purchasing power of U.S. Latinos
BODEN Agency, the award-winning, Latina-owned communications agency, unveils findings from its new study, “The State of Latinas in the U.S.: An Essential Study for Brands 2024.”
The study uncovers how Latinas feel about long-standing societal misconceptions, and aims to radically shift the narrative around how they are portrayed in society, culture, and media. Led by Latina marketers and in partnership with C+R Research, the study has paved the way for BODEN’s newest offering, The Latina Accelerator, a game-changing product that helps brands break through with one of the most influential yet overlooked cohorts in the U.S.
“Latinas are reshaping America’s social and economic landscape. Not only do they make significant contributions from a socio-economic standpoint, they are also single-handedly changing the cultural landscape across music, sports and entertainment,” said Natalie Boden, Founder and CEO of BODEN Agency. “Although these inherent superpowers should be acknowledged and celebrated, Latinas are often overlooked in business and misrepresented in culture, despite the enormous potential they represent for brands. It’s time that companies who want to future-proof their brands take note of their power and potential.”
In partnership with C+R Research, BODEN conducted a comprehensive study, combining quantitative and qualitative research through a national survey of 500+ Latinas from diverse backgrounds, in-depth interviews with Latinas, over 35 video messages from Latinas to brands, and insights from Latina leaders. The study sheds light on their untold stories and dives deep into their lived experiences, exploring identity, language, beauty standards, and gender roles.
