Why Latinas should be heading more businesses:
a. Latinas lead household spending.
Latinas have power in the home leading the consumer spending and decisions of the Latino spending power which is said to be in the trillion dollar mark. Translation: Latinas who see Latinas leading business give those businesses a second look where they otherwise would have continued on their way.
b. Latinos are the majority.
Even more data is available documenting that Latinos are the majority with an estimated 1 out of every four Americans that will be of Hispanic descent by 2050. Translation: Whether you target Latinos for your services or not, when you look out the window, we are there. When we look inside your company, we should see we are there too, preferably leading a few things.
c. Latinas are getting their education.
For the first time, Latinas are exceeding non-Hispanic females in college enrollment.Translation: The pool for qualified, college educated women is getting more brown.
d. Promote or Prepare.
If you are in a position to promote a Latina to a position she is qualified for at the top levels of your organization, do it. If not, be prepared to perhaps face her or another Latina as your competitor. Over the last 15 years more Latinas have said goodbye to the 9-5 and became entrepreneurs. Translation: It is better to have a smart, educated Latina working with you than against you.
We need more Latina women on top and it will take a village to get them there. Your businesses,(especially Latino-owned or Latino-targeted businesses) need to see the value and not just the beauty of the Latina woman and give them their opportunity to shine in the boardrooms of America. We have a lot of glass shattering yet to do.
It’s a Sweet Ride to the Top