Hispanic women hold the economic power in health decisions.

Part two:

The Economic Power and Hidden Influence of Hispanic Women in Health Decisions.‍

In the ever-evolving healthcare landscape, Hispanic women have quietly emerged as the force behind crucial decisions.

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Their influence stretches far beyond what is often acknowledged, especially by brands that fail to see the depth of their role. While they continue to rise economically, their influence on health decisions remains the treasure that only some brands have tapped into.

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Hispanic women navigate an intricate balance, managing their families' health while shouldering financial responsibilities.

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These roles blend seamlessly into their daily lives, making them the core decision-makers who, time and again, ensure that their loved ones receive the best care. However, their role extends beyond just managing health-related tasks. They shape the healthcare choices for their families with quiet but formidable strength. Whether it's selecting a physician or deciding on a treatment for a chronic condition, for example,  they are the voice of authority in their homes.

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This growing influence is tied to their economic power, which has been increasing rapidly. The growth of Hispanic women's income in recent years reflects financial success and the expanded control they wield over major household decisions—including healthcare. As they continue to lead financially, their decisions on healthcare spending are more pronounced. The fact that they now make up a significant portion of the workforce with ever-growing educational attainment further cements their leadership in these areas. Yet, despite their rising economic stature, one challenge remains—the pervasive mistrust of the healthcare system.

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For many Hispanic women, the barriers they've experienced have instilled caution.

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They don't engage with healthcare providers or brands easily, and this caution makes them careful decision-makers regarding their families' health. Brands that fail to address these barriers risk losing the opportunity to build genuine connections with this crucial demographic and, more importantly, provide them with the correct information to make healthier choices.

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Health and wellness brands have the opportunity to break through here.

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Hispanic women are not simply looking for products but health solutions that consider their families' unique needs. If brands can offer more than just a sales pitch—providing education, support, and authentic engagement in language and in culture—they stand to gain long-term loyalty from this community.

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Today, the rise of digital health presents a unique opportunity for brands to connect. Hispanic women are highly engaged online, using technology to make informed health decisions for their families. The widespread use of smartphones, which the 2023 U.S. Latino GDP report highlights as prevalent in this demographic, opens a door for health brands to meet them where they already are.

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Telemedicine services, health apps, and online tools that provide resources in Spanish can offer Hispanic women the ease and access they need. But it's not just about providing these services—it's about ensuring they are user-friendly, trustworthy, and designed with cultural sensitivity.

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As the healthcare landscape becomes more reliant on technology, brands that fail to invest in digital solutions risk being left behind. Hispanic women are turning to their phones not just for research but for booking appointments, ordering prescriptions, and managing their family's health records. Health and wellness brands that invest in these digital platforms and offer resources that cater to the specific health concerns within Hispanic households will find a receptive and eager audience.

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However, for many Hispanic women, it's not just about access to care—it's about the quality of the care they receive.

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Chronic illnesses like diabetes, high cholesterol, heart disease, and cancer, among others, disproportionately affect Hispanic communities. For Hispanic women, who often bear the responsibility of caring for multiple generations, the need for targeted healthcare solutions is more pressing than ever. Brands that can offer tailored solutions for managing these chronic conditions—whether through educational programs, bilingual outreach, or community engagement—will find themselves on the right side of a growing and influential market.

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Hispanic women's influence goes beyond purchasing decisions. They are health advocates, educators, and caregivers.

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Their decisions are driven by necessity and a profound sense of responsibility to their families and communities. Brands seeking to connect with them must understand that it's not simply about providing a product—it's about offering something meaningful and trustworthy.

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The future of healthcare is entangled with the growing Hispanic population, and Hispanic women are the gatekeepers of this future. Ultimately, it's not just about selling healthcare products and, in some cases, services—it's about becoming a trusted ally in the health journeys of Hispanic women and their families. And that kind of trust isn't built overnight. It's cultivated through language, understanding, respect, and a commitment to serving the unique needs of one of the most influential and resilient groups in the U.S.

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^{Photo by Andrew Dawes.}