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Latinas a critical component of the industry’s future

NEW report focuses on ‘invisibility’ and other barriers

CHICAGO  (FEBRUARY 20, 2008) -- Latinas are "one of the fastest growing groups of women in the U.S. labor force, but remain one of the least represented in top positions at Fortune 500 companies,” according to a new report from the Network of Executive Women.

The Network’s sixth Best Practices says that while Latinas represent 3.3 percent of all people employed in management, professional, and related occupations, they hold only 0.3 percent of corporate officer positions in the Fortune 500, according to Catalyst research. “Closing the gap…is an urgent issue for the consumer products and retail industry,” NEW said.

“Any company that doesn’t focus on this is missing where the growth is,” says Helayne Angelus, vice president of Global Customer Diversity for Procter & Gamble and president of the Network of Executive Women. “The challenge is how to create the right attraction vehicle” to bring Latinas into the industry and how to retain and grow senior Latinas once they’re here.

The report said “discrimination is a fact for Latinos in the United States,” quoting studies from the Pew Hispanic Center and other organizations. “The CPG/retail industry has ‘not broken the code’ on Latina women, according to Teresa Miller-Elliott, director of team sales for the Kellogg Company.”

The NEW cited a Network of Executive Women workshop for Latina executives sponsored by PepsiCo and Procter & Gamble. Participants said “invisibility, stereotypes and [forced] assimilation” were three of the most common challenges that Latinas faced in the workforce. “Many of the women spoke of not being seen, not being acknowledged, and facing stereotypes,” according to Trudy Bourgeois, CEO of the Center for Workforce Excellence and co-moderator of the NEW workshop. Some spoke of “having to deny their heritage to experience success,” and others addressed having to be “the voice of Latinas" at their companies.

Angelus said consumer products and retail industry needs to aggressively recruit Latinas. “It’s not going to be easy because they are not necessarily going to be thinking of our industry. We have to go and recruit Latinas where they are.” Once on board, companies need to provide “first-assignment mentors, high-visibility assignments, candid discussions on career-pathing, flexibility, and family-friendly policies,” she said. Family-friendly policies are especially important, according to the report. It cited surveys that showed that a strong attachment to family is evident among Latinos “generations removed from the immigrant experience.”

Nine-point action plan

Rachel Cheeks-Givan, senior manager for diversity and inclusion at PepsiCo, says a key concern for Latinas is having “role models and mentors.” That’s why PepsiCo has Hispanic Networks in New York, Chicago, Dallas and Florida and a Women of Color Multicultural Alliance that includes Latinas. PepsiCo’s diversity support also includes a Women of Color Initiative, featuring regional and national meetings focused on the attraction, development and retention of women of color. “These meetings provide the opportunity to provide a sense of community, development opportunities and networking at a high level.”

Cheeks-Givan said the industry should “provide the opportunity [for Latinas] to connect in order to get that critical mass and adequate mentoring and coaching opportunities. Understand what their unique issues are. Don't underestimate that sense of community. And provide tools to facilitate authentic relationships with managers. To me it’s more than just policies,” she says. “It is about retaining these [leaders].”

The report includes a nine-point action plan for consumer products and retail companies that includes assessment, goal setting, leadership commitment, accountability, empowerment, mentoring and outreach.

“Latina executives represent an extraordinary talent resource for the consumer products and retail industry,” the report concludes. “They are growing in numbers and standing. They bring integrity, values and dedication to work with them. They have insights into today’s multicultural communities. Latina leadership can increase the creativity and diversity of your decision-making, increase consumer loyalty, build productivity, and bring fresh insights to expanding markets”.

For a copy of “Latinas: Opening Doors to New Opportunities,” contact NEW Executive Director Joan Toth at (312) 693-5393 or email jtoth@newonline.org.

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