Poised to increase their share of the U.S. population from 17% to 23% in the next 20 years, Hispanics, in general, will remain a major market force. At the same time, Latinas appear to be on a similar socio-economic track with their white counterparts. These women are making significant gains in education and employment. This trend gives them increasing control over the $1.2 trillion in Hispanic buying power. Marketers ignore this demographic at their own risk according to Nielsen’s Latina Report 2013.