Ever wondered what makes Latinas so unique and memorable? With a majority bicultural-bilingual audience of Latin women in the U.S., Latinas today display a unique fabric of traditional and conservative values combined with the spice of beauty and fearless attitude that make them stand out from the pack. This is why they are proud and no longer afraid to visibly share who they are and what they stand for in life, they are "Orgullosas".
In line with this insight, the catchy tagline "Mujeres con la Falda Bien Puesta," which literally translates to "a woman who has her skirt well placed", described the new program Orgullosa, which is set to be a movement of Latinas whose femininity combined with passion and tenacity make them unique and powerful in the U.S. While the impressive number of 50 million Latinos is becoming a known popular fact, when diving deeper into the number, the decision making power and unique cultural infusion of women is worth focusing on. In the case of women, their power is not only impressive in size, representing approximately 15 million Latinas who share a dual heritage (Latina and U.S.), but also in buying cloud making approximately 80% of the purchase decisions at home.
Most recently, and in line with this month's Latin GRAMMY Awards, Orgullosa hosted a brunch with industry influentials and Latin GRAMMY award winning songwriter and producer, Yoel Henriquez, co-producer Juan Paulo Gasca, and up-and-coming singer/songwriter Amerika Jimenez who produced the official song of Orgullosa.
During this brunch, Alexandra Vegas, Director Multicultural Business Development NA P&G shared the inspirations. "Historically, multicultural marketing has been about the un-acculturated consumer, but in recent studies we have found out that is has become more the bicultural...so as we talked to these women we started to hear this duality, the fact that we believe in these two world and we flow around these two areas and felt empowered by that...", said Vegas.
Also singer Amerika Jimenez gave a live and "unplugged" preview of the song for Orgullosa, with powerful Spanglish lyrics good for young and older generations wanting to celebrate their pride while keeping a strong attitude in life.
Lili Gil is an award-winning business and Hispanic market expert, media/ TV contributor and host of the online show Moments2CulturRise. She is also co-founder and managing partner of XL Alliance a cross-channel marketing strategy organization dedicated to helping business executives maximize their efforts into profitable growth. Gil was recently selected by the World Economic Forum as one of only 190 Young Global Leaders identified across 65 countries for her leadership, community and business impact.