How Does Acculturation Level Shape Latinas’ Worldview?

What: Research shows that Hispanic women have different attitudes and interests according to acculturation level.
Why it matters: Relationships between brands and consumers are highly dependant on the consumer's attitudes and passion-points, and in the case of Hispanics, acculturation plays an important role.

As we have previously seen, Latinas have increasingly become bread-winners and decision makers in their household. It is worth taking into account certain characteristics of Latinas, as marketers can learn a lot about how to approach them depending on how they see life. Research shows that acculturation level (the extent to which they have adopted American customs and the English language) influences Latinas' attitudes and life perspectives a great deal, which is why brands should take that into account when addressing Hispanics, and Latino women in particular.

Less Acculturated Latinas Are More Optimistic

Everyone agrees that life is not easy, but we don't all take it the same way. According to research by Greenberg Quinland Rosberg Research, 83% of Latinas say that their personal or family's financial system is doing "very" or "fairly" well. Less acculturated or Spanish-dominant Hispanics were particularly optimistic about their financial situation: 48% said that their household situation had improved compared to the previous year (2016) compared to 28% of more acculturated Latinos. The table below reflects this positive outlook of less acculturated Hispanic women.

Agrees with the below statement Hispanic adults 18+ Female Hispanics 18+ Female Hispanics 18+ (Predominantly Spanish)
Agree % of sample Index Agree % of sample Index Agree % of sample Vertical %
I’m very happy with my life as it is 4,759 68.9% 100 2,637 68.3% 99 1,279 70.3% 102
I like to enjoy life and do not worry about the future 3,379 49.0% 100 1,851 49.9% 102 899 53.0% 108
I am an optimist 4,094 56.6% 100 2,330 58.3% 103 1,197 63.3% 112

Source: Simmons Research, Fall 2016 National Hispanic Consumer Study

Family is Crucial to Latinas Independently From Acculturation Level

Latinas are strongly family-oriented. They are frequent consumers of family-related publications, and they over-index vs. the general U.S. population when it comes to websites that focus on motherhood and family. They were also found to over-index in visits to websites for big retailers like Macy's, JCPenney, Wal-Mart, and Target. The table below shows that a great majority of female Hispanics think family is of utmost importance.

Agrees with the below statement Hispanic adults 18+ Female Hispanics 18+ Female Hispanics 18+ (Predominantly Spanish)
Agree % of sample Index Agree % of sample Index Agree % of sample Vertical %
I enjoy spending time with my family 5,773 81.4% 100 3,292 85.0% 104 1,525 84.1% 103
Family life is the most important thing to me 5,370 73.5% 100 3,085 78.8% 107 1,449 79.2% 108

Source: Simmons Research, Fall 2016 National Hispanic Consumer Study

Higher Acculturation Levels Bring More Interest in Arts

Generally speaking, interest in news, arts, and even music is positively correlated to the acculturation level of the Latina woman. The more acculturated they are, the more Latinas are interested in international events, as well as in knowing more about other cultures. Meanwhile, less acculturated Latinas say they want to understand about nature.

Agrees with the below statement Hispanic adults 18+ Female Hispanics 18+ Female Hispanics 18+ (Predominantly Spanish)
Agree % of sample Index Agree % of sample Index Agree % of sample Vertical %
I consider myself interested in arts 2,548 36.3% 100 1,517 38.6% 106 600 32.3% 89
I am interested in international events 2,595 38.9% 100 1,395 36.8% 95 606 33.5% 86
I am interested in other cultures 3,748 51.9% 100 2,190 55.4% 107 945 48.5% 93
Music is an important part of my life 4,279 59.8% 100 2,479 64.2% 107 1,129 63.5% 106
It is important to continue learning new things throughout your life 5,559 75.9% 100 3,172 79.9% 105 1,461 77.6% 102
I like to understand about nature 4,548 62.3% 100 2,597 65.0% 104 1,255 70.4% 113
It is important to be well-informed about things 5,241 72.0% 100 2,954 74.4% 103 1,345 73.2% 102
If I feel strongly about an issue, I would participate in a civil protest 1,863 26.2% 100 1,075 26.8% 102 462 22.8% 87

Source: Simmons Research, Fall 2016 National Hispanic Consumer Study


Janet Grynberg @grynberg_janet

Janet has worked as editor and translator since 2013. After graduating with honors when receiving her Bachelor's Degree in English literature, she began working as a book reviewer for Expansión, the leading business magazine in Mexico. She has also worked as editor of young adult literature for publishing houses like Planeta and Penguin, and she's the author of a book of short stories. She's in the process of getting her MA in English at McGill University. Her interests include arts, good food, and her 8 pets.

MORE FROM PORTADA



#PortadaNY:  Brands Need to be Safe, but also Pick Between Attention and Engagement

#PortadaNY: Brands Need to be Safe, but also Pick Between Attention and Engagement

#PortadaNY was a great opportunity for attendees to discuss passion-point marketing's most imminent issues. Karina Masolova, Contributor at Large for Portada, has put together the following recap of essential takeaways from yesterday's panels.