Health & wellness brands are sitting on a goldmine.

Part one:

The economic impact and influence of Hispanic women in health decisions.‍

For years, traditional narratives have placed men at the forefront as the primary income earners in the Hispanic community. However, this outdated view fails to capture the actual influence of Hispanic women, whose undeniable power has long driven economic, social, and family decisions.

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Hispanic women are not only contributors but also economic drivers.

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The 2024 Latina GDP Report emphasizes that U.S. Hispanic women's GDP reached $1.3 trillion in 2021, a growth of 51.1% from 2010. Their economic influence is even more significant than that of Hispanic men, demonstrating their increasing economic role. This influence extends into areas such as healthcare, where Latinas' rapid gains in education and labor force participation translate directly into increased decision-making power within their households​.

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Hispanic women are far from standing in the background. They are key figures in their families and communities, steering decisions with authority, insight, and a sensitive understanding of their family's needs. Their leadership transcends stereotypes, shaping the future with a natural ability to balance cultural expectations and modern challenges. Their influence is not confined to traditional roles but expands into critical areas such as managing finances and driving consumer trends.

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Hispanic women hold an essential role in the decision-making process, confidently shaping the direction of their families' futures.

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They serve as anchors in their communities, balancing their responsibilities at home, in the workforce, and broader societal roles. Even during economic hardships, they display remarkable resilience, remaining the central decision-makers in their households, where they navigate financial and health-related choices with strength and clarity.

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This resilience is underscored in the 2023 U.S. Latino GDP Report, which shows that during the COVID-19 pandemic, non-Hispanic GDP grew by only 1.5%, and Hispanic women's GDP grew by 7.7%. This highlights their strong economic participation and ability to endure hardships and drive economic recovery.

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Their impact is increasingly recognized across industries, particularly health and wellness, where their voices guide emerging trends.

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Understanding this evolving landscape is essential for brands—especially those in the health and wellness sector—that wish to build meaningful connections with Hispanic consumers.

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Despite the barriers many Hispanics face in accessing medical care—ranging from high costs to language differences and cultural attitudes—Hispanic women continually rise above these challenges. They emerge as the leaders in their families' healthcare decisions, often taking the initiative to ensure their loved ones receive the necessary care. The focus extends beyond the individual in the Hispanic community, especially among Hispanic women. A deep-rooted sense of collective responsibility drives them to prioritize the well-being of their entire family, putting others' needs before their own.

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Motivated by this cultural value, Hispanic women show extraordinary dedication as they navigate the complexities of healthcare systems to secure the best outcomes for their families. As the foundation of healthcare management in their homes, they oversee everything from scheduling doctor's appointments to managing medications and treatments, always putting their families' well-being first.

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The second part of this article will be published next week.

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^{Photo by Andrew Dawes.}