What's the biggest downside to living in the U.S., according to Latina women? One survey has discovered that Hispanic women name Donald Trump.
A study commissioned by one of the leading millennial women's media companies Popsugar, in partnership with Contecxt and Ipsos CT, asked Latina women about their preferences, especially as it pertained to advertising.
One of the open-ended questions asked Latinas what the most negative thing about living in the United States was. Forty-one percent of the survey takers, who wrote more than 500 unique responses, referenced negative Hispanic stereotypes — with many of those specifically naming Trump.
Still, the survey found that, overall, Latinas had a positive view of America, and considered themselves to be equally American and Latina.
Latinas are considered an immensely lucrative demographic to advertise to, given their purchasing power. According to the 2015 Multicultural Economy Report from the University of Georgia's Selig Center for Economic Growth, Hispanics are expected to have a total purchasing power of $1.3 trillion this year, the largest of all the U.S. minority groups. The figure is projected to hit $1.7 trillion in 2020.
"The pure size of the market has exploded," said Yashoda Sampath, research director at digital agency Huge. "It's also the one that is growing the most in affluence over time, even accounting for the recession."
Mark Book, vice president and director of Digitas Studios, said that there are more than 6.4 million Hispanic moms in the U.S., and they typically have larger households. In addition, a quarter of the millennials in the U.S. are Hispanic, and contribute more to overall household expenses than non-Hispanic white millennials.
"Marketing to the Latina demographic is so important for brands because of the share of buying power that they represent today, in the next five years, and beyond," he said.