Las Jefas
The
Missing
Link
and supporting others is embedded in
their culture, making them the perfect
missing link to businesses (Fairygodboss).
Latinas are a valuable talent pool for
Corporations working in a global
economy, yet they only represent one
percent of the executives in the United
States. Latinas as employees in
Corporate America is an imperative,
not just at the entry level positions, but
at senior decision-making levels.
Corporations are losing the important
Latina pool to the Latina entrepreneurial
boom, because of lack of promotions,
lower pay and other barriers facing
Latinas within Corporate America.
Today’s Latina is expanding her foot
print in all sectors of society. Corporations
should look to increase their market
share by placing more Latinas in executive
positions. And for Latinas, we must
demand our place in Corporate America
as we become an instrument of
economic growth and never forgetting
that our culture, language and diversity
are our major source of strength, pride,
courage and business savvy – Let’s use
it to our advantage.
LS
Marisa Rivera is president of Mpowerment
Works, a motivational speaker, executive
coach and leadership and empowerment
consultant. Marisa@MpowermentWorks.com.
Latinas In
Corporate
America
By Marisa Rivera
Corporate America is missing out if they are not focusing on one of
the strongest assets they’ve got – Latinas. As consumers and as
employees, Latinas are the missing link, they are a rare and
untapped market that should not be ignored.
Today, Latinos represent 57 million
of the U.S. population, representing
almost 18 percent of the country’s
population with significant spending
power. In fact, Latino buying power
reached $1.4 trillion in 2016—and we
expect it to reach $1.8 trillion by 2021
(Selig Center for Economic Growth,
Univ. of Georgia). The Latina population in
the U.S. is not only expanding in
influence, but in sheer numbers.
There are now 28 million Latinas living
in the U.S. making them 17 percent of
the total U.S. female population and
9 percent of the total U.S. population
(Latina 2.0-Nielsen).
Latinas are one of the fastest growing
groups of women in the U.S. labor
force. They make up 7.2 percent of the
total U.S. workforce and are expected
to make up 8.5 percent of the workforce
by 2024 (U.S. Dept. of Labor).
Companies that understand the
importance of globalization, innovation
and focus on emerging markets and
know the demographic changes in
America today will reap the benefits of
understanding the Latina market.
Latinas are a powerful economic force
that should not be ignored.
Latinas are not only the primary
decision-makers in the Hispanic
households and thriving in the
marketplace; they are also making
great strides in education, politics and
the workplace. They are also creating
a boom in women entrepreneurship.
Latinas outpaced the U.S. population for
new business creation. They represent
44 percent of the Hispanic-owned
firms, and 15 percent of all female-owned
firms, growing 87 percent, during the
last five years. (U.S. Census 2017).
Latinas in the U.S. come with some
natural built-in abilities that translate
into important business skills in the
global economy. Given that biculturalism,
bilingualism and people skills are key
assets for corporations doing business
in the U.S. and abroad. Latinas are
uniquely positioned for leadership in
Corporate America.��One such skill is
the ability to navigate between cultures.
They can become excellent ambassadors
to the companies they work for.
“Biculturalism” allows Latinas to serve
as “connecting points” to other countries
as well as with the large and the
growing Latino market.
Another key ability is bilingualism.
Spanish is the second most spoken
language in the world. For Latinas in the
U.S. who speak Spanish and English
fluently, this asset gives them an edge
over other candidates. Additionally,
Latinas value their community. Helping
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56 www.latinastyle.com LATINAStyle Vol. 24, No. 4, 2018
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