For decades, the dominant narrative around U.S. Latinas was one of perseverance. Work hard. Stay humble. Adapt. Be grateful for the opportunity. That story helped explain how generations of Latinas navigated workplaces, institutions, and communities that were not built with them in mind. But something has changed.
A new generation of Latinas are charting their own course, rather than conforming to legacy ideas of achievement and fulfillment. They are building businesses, pursuing wealth and new forms of leadership while redefining what success looks like in their own lives.
The shift matters because there are now 34 million Latinas in the United States. Together, they represent one in every five women and are helping drive a Latino economy worth $2.8 trillion in consumer spending. Yet the most important story isn’t simply their growing economic impact. It’s how they see themselves.
A new study by Kantar and the Latino Donor Collaborative (LDC) conducted among Gen Z and Millennial Latinas reveals a consumer who is increasingly self-directed, ambitious, and unwilling to be underestimated. As one Latina in the study puts it: “If there’s not room for me. I’m going to make room.” This sentiment appears repeatedly throughout the research. Rather than waiting for existing institutions to create opportunities for them, Latinas are creating their own. They want to see themselves portrayed as entrepreneurs in media and advertising—ranking this above any other depiction. Entrepreneurship, it goes without saying, is a vehicle for independence, flexibility, impact, and wealth creation.
At the same time, Latinas are becoming more vocal advocates for themselves. Nearly two-thirds feel the need to be assertive, and the same number feel motivated to become a leader, take action, and make changes, both at rates greater than non-Latina women.
The result is a consumer who is less willing to shrink herself to fit expectations and more willing to speak up and pursue ambitions that previous generations may have felt unequipped to navigate.
Her goals are also evolving. Home ownership, business ownership, multiple income streams, and long-term financial security are increasingly viewed as pathways to freedom, flexibility, and control.
Importantly, it’s not simply about earning more. It’s about having more agency over how life is lived, how opportunities are created, and how success is defined.
That shift is reshaping how Latinas engage with brands as well. Many no longer evaluate products in isolation. They research companies. They pay attention to where organizations invest their resources. They notice who gets hired, promoted, and represented. And they increasingly reward brands that align with their priorities while walking away from those that do not.
One Latina explained, “You see where companies put their money and you decide if it matches your beliefs.” Many Latinas also feel that brands continue to rely on outdated assumptions and superficial representations that fail to reflect their reality. Eight in ten say stereotypes remain prevalent, and more than half report walking away from brands that misrepresent them. Visibility alone is no longer enough.
Perhaps the most distinctive aspect of the Latina story is that success is rarely viewed as an individual achievement. Latinas continue to serve as financial decision makers, trusted advisors, and cultural connectors within their families and communities. Yet many also describe success as something that should create opportunities for others. In that sense, Latinas are not just building careers, businesses, and wealth. They are building ecosystems of support, influence, and opportunity that extend far beyond themselves.
To earn relevance, brands must move beyond outdated assumptions and recognize Latinas for who they are: confident, entrepreneurial, ambitious, and highly influential. As one of our client partners observed, with one in five American women identifying as Latina—and nearly three in four regularly consulted by friends and family—this is not just a consumer segment, but a powerful network of influence. The brands that succeed will be those that earn trust, portray Latinas authentically, and recognize Latinas not only as customers, but as catalysts for growth, influence, and creating better futures for people around them.
About the study
Data Beyond Demographics: U.S. Latinas’ Economic Power, Influence, and Growth was developed by Kantar in partnership with the Latino Donor Collaborative and made possible through the support of our partners Victoria’s Secret, TelevisaUnivision, Hispanics in Philanthropy (HIP), and We are ALX (Amplify Latin Excellence). Combining quantitative and qualitative research among Gen Z and Millennial Latinas, the study explores how a new generation is redefining success, wealth, leadership, representation, and brand relationships. The findings offer practical guidance for organizations seeking to better understand one of the most influential and fastest growing consumer segments in the U.S. Download the full report to explore the insights and reach out to Kantar to learn more about the research and its implications for your business.
