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There are almost 24 million women in the U.S. who identify themselves as Latina. Here are a few facts to know about Latinas:

  • Latinas are more likely than their male counterparts to lack access to health coverage.
  • Latinas are also more than twice as likely (29.1 percent) as non-Latino white women to be uninsured (12.8 percent).1 
  • In 2010, Latina women earned 60 cents for every dollar earned by a white man. This represents the largest wage gap of any other group of working women.2 
  • More than one-third (36 percent) of Latinas in the U.S. have less than a high school education.3 
  • Latinas that have graduated from high school, however, are more likely than their male counterparts to pursue post-secondary degrees.4 
  • In 2011, one-fourth (25 percent) of Hispanic families were maintained by women without a spouse present.5 
  • Latina women own 36 percent of all Latino owned businesses, employ 20 percent of the workers employed by Latino-owned businesses, and contribute 16 percent of the revenue generated by Latino-owned businesses.6 
  • In 2013, it’s estimated that Latinas own 944,000 businesses, employ 408,100 workers in addition to the owner, and generate an estimated $65.5 billion in revenue.7


Latinas as consumers span a broad range in terms of age, marital status, parental status, employment, language spoken, education obtained, and social and professional engagement. However, two common primary focal points to target when reaching out to Latinas are Latina mothers and young Latina women.

Latina Mothers

Latina mothers play a significant role in all aspects of the Latino households—from health to finances. Their role in reaching the Latino community is vital.

  • Caretaker: Latina mothers serve as the caretaker, and, in many scenarios, they are the sole decision-maker in the family.
  • Head of household: Latina mothers often take the lead on finance, health, education, and housing decisions.

Where Latina Mothers Are:

  • Grocery Stores: Partnering with local supermarkets can be a great way to reach consumers. You can work with management to decide which days are most effective, where and how to arrange for tables, and engagement around heavy traffic times. Depending on the community, shopping times may be in the evenings or highly trafficked on Sundays, for example. Also, the supermarket may even be able to promote your event by branding it on food receipts, in coupon books, and on grocery bags.
  • Swap Meets: If your city has a community swap meet, this will be a great avenue to meet Latino vendors as well as consumers.
  • Clinics/Community Health Centers: Mothers are often the caretakers in their family as well as the users of prenatal and childcare services. Partner with local health centers including community clinics, free clinics, and places like Planned Parenthood that will have direct links to the consumers most likely to be uninsured.
  • Community Events: Offer to participate in events that cater to women and teens like women’s health specific walks, health fairs, and Latino focused events.
  • Faith Congregations: Culturally, many Latinas are connected to faith-based organizations. Latinas can be reached and mobilized when engaged from a faith perspective. By utilizing faith-based organizations, many can be reached and mobilized as messengers and consumers. Furthermore, faith-based organizations have young Americans, women’s, and men’s groups to reach a broader context of consumers.
  • Schools: Latina moms are likely to be actively engaged with their children’s institutions. More so, working through their children’s schools can be another medium to reach Latina moms. Partnering with organizations that have vetted relationships at your local school districts can facilitate outreach to Latina moms like City Year, Parent Teacher Associations, community-based after-school programs, and various parent-run organizations.
  • Hair/Nail Salons: It is very common for Latina women to go to a hair and/or nail salon on a weekly basis. They go to the place where the staff speaks their language, and they often go to the same place. Therefore, you should establish a relationship with the staff. Partnering with the staff from these salons will be a great way to disseminate information and materials to consumers.
  • In Their Cars: Many Latinas will listen to the radio and sometimes listen to a specific program regularly. Identifying specific programs that Latinas in your community listen to is a first great step. Many of these radio programs are run by a faith leader who is a strong trusted messenger.
  • In Their Homes: Even though developing a TV commercial and buying TV spots can be costly, it is worth considering since this strategy will certainly yield great results. There are national and local television outlets to best engage the Latino community. Another strategy to consider is placing an ad or writing an article to the local Latino newspaper or magazine.

Young Latinas

Young Latinas have access to the traditional home environment while serving as a link to their community networks. These points of access make young Latinas key connectors:

  • Consumer: Young Latinas have a large stake in health consumer markets, not only as utilizers of service, but also as future heads of households.
  • Connectors: Young Latinas, simply by their sheer numbers, serve as key influencers for their homes, schools, workplaces, and general social networks within their communities.

Where Young Latinas Are:

  • Colleges/Universities: Work with groups at local community colleges and universities to either table on campus or utilize student organizations as surrogates within their college communities.
  • Sororities/Student Organizations: Have women’s sororities or organizations adopt Get Covered America as their philanthropy for the semester, and provide them with tools to inform their fellow students. Research Latina or multicultural sororities at four-year universities to further engage this group.
  • Campus Administrations: Work with administrators and health care professionals on campus to launch a health-awareness week or health-related activities.
  • Shopping Centers: Malls and shopping centers will be a good opportunity to reach out to young Latina women, not only because they are active consumers, but also because many young Latinas will be employed there.
  • Labor: In terms of seeking out Latinas in areas of employment, refer to the Labor section for guidance as to how and when to approach Latina employees.


1LACLAA. Trabajadoras. March 2012.
5United States Bureau of Labor Statistics. Labor Force Characteristics by Race and
Ethnicity, 2011.
6Womenable. State of Women Owned Businesses.

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