Santiago Solutions Group (SSG) released the second part of their report: Ten Latina Millennial Nuances, key mindsets differences between Latina Millennials and Non-Hispanic White Women, showing that the first group is more family bonded, health driven, and hyper digital, than their counterpart. The findings came after applying statistical tests to thousands of mindsets and attitudes contrasting both groups. The study found that Latina Millennial moms are more likely to establish ties with their children especially with the daughters; since staying connected with immediate and extended family is of extreme importance. They are also more health conscious than their counterpart as they are more likely to: look for healthier lifestyles, prepare home made foods, follow regular exercise routine, check nutritional labels before buying, and trying natural solutions rather than medicines. “We also found that two national movements associated with Non-Hispanics are largely led by Latina Millennials. They show higher environmental ideology, awareness on environmental issues, concerns about global warming and the kind of planet we leave to our children” said SSG in a web site post. According to the report, Latina Millennials are “masters of beauty.” To feel fully confident to succeed on their many roles, these women are more adept at studying, exploring, sharing, and carving ‘me’ time to project their best image at all times, embracing true beauty from the inside out. And also, despite near invisibility in the media, they want to find their persona, ethnic and cultural identity reflected on positive media roles by celebrities of the same background. Another feature the SSG study shows is the Latina Millennials are hyper digital. They depend even more than their counterpart on smartphones, are tech savvy, and have higher trust on Internet as the main source of information.
