On June 30, 2026, the Latino Donor Collaborative (LDC) and Kantar released a new study that every brand competing in the U.S. market should be reading.
“Data Beyond Demographics: U.S. Latinas’ Economic Power, Influence, and Growth” reveals a consumer segment with growing economic influence, strong brand expectations, and the power to shape purchasing decisions across families and communities.
For brands investing in Latino marketing, the opportunity is clear: understanding Latina consumers is becoming essential to building important connections in today’s marketplace.
(Source: Latino Donor Collaborative and Kantar, “Data Beyond Demographics: U.S. Latinas’ Economic Power, Influence, and Growth,” June 30, 2026:
https://www.businesswire.com/news/home/20260629957348/en/Data-Beyond-Demographics-New-LDC-and-Kantar-Research-Finds-U.S.-Latinas-Are-Building-Wealth-Businesses-and-Influence-on-Their-Own-Terms
Kantar: https://www.kantar.com/north-america/inspiration/sustainability/how-us-latinas-are-redefining-success)
The Scale of the Latina Opportunity
There are 34 million Latinas in the United States today, representing one in every five American women.
At the same time, the Latino consumer economy keeps growing at almost twice the speed of the non-Latino market; in the middle of this growth are consumers who are shaping household choices, starting companies, and changing how brand loyalty is seen.
(Source: Latino Donor Collaborative and Kantar, 2026)
For companies working with a Hispanic marketing agency, multicultural marketing agency, or Hispanic advertising agency, this data highlights a major opportunity: Latina consumers are not simply an audience segment. They are a powerful force shaping the future of American commerce.
Influence That Extends Beyond the Individual Consumer
Latinas have significant decision-making power within their households and communities.
The LDC and Kantar study found that a lot of Latinas, 86% to be exact, are in charge of making decisions in their homes. Latinas also have an influence on the people they know, with 74% of them giving advice to family and friends on what brands and products to try, which is more than non-Latina women, who do this 68% of the time.
When brands get consumers to trust them, they do not just get a customer; they get a lot more. They get to be part of the conversations and relationships that Latina consumers have. They get recommendations that can help them reach more people naturally.
(Source: Latino Donor Collaborative and Kantar, 2026)
Loyalty is Earned Through Cultural Understanding
Latinas are loyal to brands when they feel a connection to them. 74% of Latinas often tell their friends and family about brands they like, which just goes to show how much influence they have in their communities.
Brands also need to be careful not to get things wrong: 56% of Latinas have stopped buying from brands that portray them in unfamiliar ways, and 80% of Latinas feel like brands do not really care about them.
These numbers show there is a chance for companies to learn more about Latina customers and their way of life. This understanding can help create plans, more meaningful interactions, and long-term relationships with the community.
(Source: Latino Donor Collaborative and Kantar, 2026)
Understanding the Latina Consumer Today
The Latina consumer is driven, full of ideas, and focused on making things better for the future.
The LDC and Kantar study found that 79% of Latinas are focused on building wealth that lasts for generations, 52% hope to own a business, and 65% say their culture plays a role in how they truly express themselves.
Smart brands know that Latina consumers are not looking for pictures or quick messages. They are looking for brands that really get who they are, what they care about, and what they want to achieve.
(Source: Latino Donor Collaborative and Kantar, 2026)
What it Takes to Earn Latina Loyalty
Connecting with Latina consumers requires cultural intelligence throughout the entire marketing process. That means understanding the audience before developing the message, considering representation throughout creative development, and ensuring every touchpoint reflects the consumer’s reality.
A Spanish translation of a general market campaign or a single cultural moment is not enough to build long-term trust. Brands need strategies rooted in authentic insights.
Moira’s Latina Women practice and our Sazón Audit help brands evaluate their cultural relevance and identify opportunities to create stronger connections with Latina audiences.
(Source: Moira Studio Latina Women page: https://moirastudio.com/latina-women/)
The Teams Shaping the Strategy Matter
Data is really useful to find opportunities, but it is the understanding of a culture that decides how a brand will use that information.
When Latina women are involved in planning, creating, and making decisions, the brand gets an understanding of what will work. This understanding affects everything from what the brand says to who’s in the ads and even the small details that make people think the campaign is real and genuine.
Closing Thought
The companies that care about Latino consumers are doing something big. They are making friends with them and their families. This is important because Latina consumers will have a lot of say in what people buy in the future. The companies that really get what Latina consumers want and show them that they care will be the ones that people keep coming to.
Moira can help your company really understand what Latina consumers are about, what they have been through, and what they hope for. Contact us today!