Latinas have power in the home leading the consumer spending and decisions of the Latino spending power which is said to be in the trillion dollar mark. Translation: Latinas who see Latinas leading business give those businesses a second look where they otherwise would have continued on their way.
b. Latinos are the majority.
Even more data is available documenting that Latinos are the majority with an estimated 1 out of every four Americans that will be of Hispanic descent by 2050. Translation: Whether you target Latinos for your services or not, when you look out the window, we are there. When we look inside your company, we should see we are there too, preferably leading a few things.
c. Latinas are getting their education.
For the first time, Latinas are exceeding non-Hispanic females in college enrollment.Translation: The pool for qualified, college educated women is getting more brown.
d. Promote or Prepare.
If you are in a position to promote a Latina to a position she is qualified for at the top levels of your organization, do it. If not, be prepared to perhaps face her or another Latina as your competitor. Over the last 15 years more Latinas have said goodbye to the 9-5 and became entrepreneurs. Translation: It is better to have a smart, educated Latina working with you than against you.
We need more Latina women on top and it will take a village to get them there. Your businesses,(especially Latino-owned or Latino-targeted businesses) need to see the value and not just the beauty of the Latina woman and give them their opportunity to shine in the boardrooms of America. We have a lot of glass shattering yet to do.
Dr. Elizabeth D. Rios is a strategic visionary and has served her community in NY and FL in various Executive and entrepreneurial capacities for over 30 years. Dr. Rios received her MA in Business Management from Regent University, her Ed.D. from Nova Southeastern University and a D.Min. from Southeastern University. Dr. Rios is the author of Don’t Buy the Lie: Eradicating False Belief Systems that Keep You from Your Destiny. In whatever role she plays, she always cares about the soul of a company that is lived out through its culture. She is a Boxer lover, mom of two boys, one with special needs and sees her life mission as one to unleash potential, ignite passion and connect people to purpose.