The Competitiveness Case: Latinas, Consumer Power, and the $2.8T Opportunity | Webinar Recording

This webinar looks at what national research on U.S. Latinas means for the economy of Massachusetts, including Latina consumer spending, entrepreneurship, wealth building, and workforce advancement. It was recorded on October 5, 2026, and hosted by We Are ALX with Kantar, the Latino Donor Collaborative, and Hispanics in Philanthropy. What is the Latina economic opportunity in Massachusetts?The national study Data Beyond Demographics found that 34 million Latinas in the United States anchor a $2.8 trillion Latino consumer economy, and Latina owned businesses contribute $225 billion a year. In Massachusetts, nearly 8 in 10 new residents over the last decade were Latino, and Latino workers contributed about $30 billion, or 26 percent, of the state's economic growth from 2014 to 2023 (¡Vamos Massachusetts!, We Are ALX and the Massachusetts Taxpayers Foundation, 2025). The same report found an income gap of roughly $11 billion between Latino households and the statewide benchmark. What does the research say about Latina consumers and workers?86 percent of Latinas have primary or shared responsibility for household financial decisions. 74 percent say family and friends ask their opinion on new brands and products. 80 percent feel frustrated by brands that treat them as an afterthought, and 56 percent walk away from brands that stereotype them. 52 percent expect to own a business someday, compared with 43 percent of non Latinas. Only 35 percent report having a mentor often, and 26 percent report consistent sponsorship. Immigrant rights shows the widest priority gap in the survey, at 70 percent of Latinas compared with 58 percent of non Latinas. How was the study done?Kantar and the Latino Donor Collaborative surveyed 2,000 women ages 18 to 46 (999 Latinas and 1,001 non Latinas) between February 12 and March 9, 2026, and added qualitative interviews and Kantar U.S. MONITOR data. What does the webinar cover?Eneida Román opens with the Massachusetts context. Ana Valdez presents the national opportunity. Valeria Piaggio shares findings and business implications. Jennifer Chávez Rubio speaks on philanthropy and partnership. The panel then discusses how employers, financial institutions, brands, and philanthropy can apply the findings in Massachusetts, and closes with a practical action roadmap: one action, one owner, a first step, and evidence of progress. The session was timed ahead of Latina Equal Pay Day on October 8, when Latinas earned 53 cents for every dollar earned by non Hispanic white men in 2025. SpeakersEneida Román, President and CEO, We Are ALXAna Valdez, CEO, Latino Donor CollaborativeValeria Piaggio, Global Leader, Inclusive Growth, KantarJennifer Chávez Rubio, Interim President and CEO, Hispanics in Philanthropy Who is this for?Employers, financial institutions, brand and marketing leaders, funders, nonprofit leaders, policymakers, and small business owners who want data on Latina economic influence and ways to act on it.