Fierce

Latinas Are One Of The Fastest Growing Demographics According To This Study And We’re Also Becoming Businesswomen

A recent study conducted by HOPE has found that Latinas are driving economic growth in California – and the nation as a whole. HOPE surveyed Latinas to find out a little bit about who they are and what they are doing for work. This, coupled with the growing demographic of Latinas in the U.S., has shown that Latinas will soon be a large demographic worth paying attention to.

According to the survey, there are 27.9 million Latinas living in the U.S., or about 8.7 percent of the total U.S. population.

latinas.org
CREDIT: latinas.org

In California, Latinas make up 19.2 percent of the total state’s population. Not only are Latinas a fast growing demographic, expected to represent 1 in 4 women by 2060, they are also on average 17.8 years younger than white women. The study also found that more Latinas have access to an education growing by 6.9 percent to a total of 88.3 percent furthermore securing more financially stable futures.

But, the biggest news from the survey is that the number of Latina-owned businesses in California has increased by 111 percent since 2007.

SelenaVEVO / YouTube
CREDIT: SelenaVEVO / YouTube

“We want to see Latina business owners get the support, the contracts, the capital,” HOPE executive director Helen Torres told LAWeekly. “If they have access to those, we see them growing their businesses and hiring more people.”

According to the study, there were 433,300 Latina-owned business in existence in 2016 in California alone.

Unfortunately, the increase in Latina-owned business and the growing Latina population has not translated into decreasing the wage gap.

Ain't Your Mama / Nuyorican Records
CREDIT: Ain’t Your Mama / Nuyorican Records

In fact, the study found that the wage gap has gotten worse for Latinas.

“The wage gap between Latinas and white, non-Hispanic men in California grew by nearly 5 percent between 2011 and 2015. Latinas earned less than 43 cents for every dollar earned by white, non-Hispanic men, lower than the 45 cents they earned in 2011,” the study states. “Latinas in the San Jose and Los Angeles metropolitan regions fared even worse, earning only 35.5 and 37.5 cents, respectively, for every dollar earned by a white man.”

Check out the full study here.


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Latina Actress At the Center of the Viral Peloton Ad Says She is Finding “Humor” In The Situation

Entertainment

Latina Actress At the Center of the Viral Peloton Ad Says She is Finding “Humor” In The Situation

Peloton / Youtube

It’s not every day that you see an ad for an exercise bike taking the world by storm, but this viral commercial for Peloton did just that.

Three weeks ago Peloton, the company that is well known for being an fitness empire and a media juggernaut that was being touted as the “Apple of Fitness”, posted a Holiday ad for the cult-favorite bike to Youtube. The ad seemed innocuous enough: the 30-second spot followed the fitness journey of a young wife and mother who is gifted a Peloton bike for Christmas by her husband.

As the woman’s fitness journey continues, we see her documenting her daily workouts for her husband to watch. She congratulates herself for working out “five days in a row”, asking her husband if he’s “surprised”. We see her getting up at 6am to hop on the bike, lamenting her early wake-up call. At the end of the spot, we see the young mom watching the footage with her husband in the present. “A year ago, I didn’t know how much this would change me”, she says to the camera. In the present, we see the wife looking looking nervous and fidgety as she watches her husband watch the footage. Some viewers interpreted her behavior as if she were working out for her husband’s for approval.

A few weeks after the commercial was posted to Youtube, the ad went viral–and not for the brand’s intended purpose. 

Critics immediately called out the ad for what they perceived as its sexist messaging. Not only that, some viewers interpreted Ruiz’s face throughout the advertisement as “terrified”. As one Twitter user put it, the ad tells the tone-deaf story of a “thin, gorgeous woman transforming into a still-thin, still-gorgeous woman who’s terrified her husband won’t think she’s grateful”.

Credit: @amyhoy/Twitter

After the ad seemed to take over the internet over the weekend, the identity of the “Peloton Wife” actress was finally revealed to be Monica Ruiz, a California-based actress of Latina descent. Ruiz, for her part, seems to be rather rattled by all of the negative attention aimed at the ad. 

In a statement to People magazine, she called the Peloton team “lovely to work with” and said she was “grateful” for the job opportunity. As for the the backlash, she seems to be surprised by it. “Although I’m an actress, I am not quite comfortable being in spotlight,” she said to People. “So to say I was shocked and overwhelmed by the attention this week (especially the negative) is an understatement”.

In a hilarious turn of events, Ryan Reynolds recruited Ruiz to star in a commercial for his company, Aviation Gin. The catch? She’s playing the same character as in the Peloton commercial.

In a spot titled “The Gift that Doesn’t Give Back”, Ruiz is seen at a bar surrounded by two girlfriends. They look at her warily as she stares off into the distance, nursing a martini. They tell her she’s “safe here” and that she “looks great”. Ruiz, ostensibly traumatized by her husband’s controlling behavior, can only say that the gin is “really smooth” before chugging her cocktail as well as her friend’s. 

Naturally, the Aviation Gin ad went over like gangbusters on social media, with viewers calling it “genius” and “brilliant”. As for Ruiz, she seems to be much more at peace with the entire Peloton debacle. “When Ryan and his production team called about Aviation Gin, they helped me find some humor in the situation,” she told People. “I am grateful to both Peloton and now Aviation Gin for the work and giving me the opportunity to do what I love to do”.

Of course, since the ad originally went viral on Twitter, there are no shortage of Tweets riffing on the bizarre saga of the Peloton commercial.

Honestly, you could spend hours scrolling through hilarious memes and #hottakes centered around this one 30-second commercial. Something tells us Peloton didn’t intend this sort of reaction when they were brainstorming this ad.

This person summed up the weird vibe of the commercial perfectly:

There’s something off-putting about how she seems to be embarking on this year-long fitness journey to please her husband. 

This Twitter user had to explain why people were so irritated at the tone-deaf commercial:

It’s definitely the subtext of the ad that rubs people the wrong way. 

This Latina didn’t really understand the outrage

It’s definitely true that a lot of people workout to feel strong and healthy–their appearance has nothing to do with it.

This person was highly complimentary of Ruiz’s acting skills

We definitely agree. If commercials had their own Oscars, we think there’d be no contest. 

A California City Is Being Sued Because Of Evictions Of Black And Latino Residents Considered Discriminatory

Things That Matter

A California City Is Being Sued Because Of Evictions Of Black And Latino Residents Considered Discriminatory

Thomas Hawk / Flickr

The U.S. Department of Justice (DOJ) has filed a lawsuit against the city of Hesperia and the San Bernardino County Sheriff’s Department alleging discrimination against black and Latino renters. The suit, filed earlier this month, takes aim at a 2016 Hesperia rental ordinance that requires landlords to evict tenants who had allegedly committed crimes on or near their property. 

Making matters more troublesome is that the housing law was passed at a time when Hesperia, a Mojave Desert city of just under 100,000 people located 35 miles north of San Bernardino, saw it’s Latino and African-American populations growing. Between 2000 and 2010, the number of Latinos living in Hesperia rose 140 percent, and the number of African-Americans by 103 percent, according to Census Bureau data.

The housing law, called the “Crime Free Rental Housing Program” led to the eviction of countless families, including children, for alleged criminal activity that included one tenant or even some non-tenants. This was in addition to the eviction of family members who had reported domestic violence to the police. The housing act even involved allegations from authorities of criminal activity even if the individual wasn’t arrested, charged or convicted. 

According to federal authorities, city councilmembers’ statements in creating the controversial ordinance show that it was designed to reverse “demographic” changes in Hesperia.

The suit, alleges that the housing law was put in place for one primary reason, to drive minorities out of the city of Hesperia. The DOJ is seeking to stop future similarly discriminatory housing laws and for financial compensation for those tenants that were affected by the ordinance. The housing law was put in effect from Jan. 1, 2016 to July 18, 2017.

The DOJ says that the ordinance violated the Fair Housing Act, which prohibits housing discrimination based on race, color, religion, sex, familial status, national origin, and disability. With the city’s sheriff’s department having determination in which tenants would be evicted, there was an instance when an older Latino couple was removed due to their adult son, who did not live with them, being arrested, the suit said. 

When the measure was initially being drafted, Hesperia Mayor Eric Schmidt made comments about the number of renters that were coming into the city from parts of L.A. County that were known for having large minority populations. According to prosecutors, Schmidt allegedly said that groups left L.A. County  “because it’s a cheap place to live and it’s a place to hide,” and that “the people that aggravate us aren’t from here,” they “come from somewhere else with their tainted history.”

Another questionable comment came from city councilmember Russ Blewett who allegedly said that Hesperia needed to “improve our demographic,” and that he wanted “those kind of people” that the ordinance would particularly target to get “the hell out of our town. 

“I want their butt kicked out of this community as fast as I can possibly humanly get it done,” Blewett said, according to the suit.

“The Fair Housing Act prohibits local governments from enacting ordinances intended to push out African-American and Latino renters because of their race and national origin, or from enforcing their ordinances in a discriminatory manner,” Assistant Attorney General Eric Dreiband said in the press release. “The United States Department of Justice will continue zealously to enforce the Fair Housing Act against anyone and any organization or institution that violates the law’s protections against race, national origin, and other forms of unlawful discrimination.”

As of now, the city of Hesperia has denied any and all wrongdoing in regard to the DOJ lawsuit. 

Rachel Molina, a spokeswoman for the City of Hesperia, told the Victorville Daily Press that the information presented in the DOJ lawsuit is “factually incorrect and grossly misleading.”

“First and foremost, I would like to say that Hesperia is a very diverse community,” Molina said. “We love and embrace diversity in Hesperia. At no time did the City’s crime-free ordinance discriminate against residents of any ethnicity. There are crime-free programs across the United States aimed at providing residents with safer communities — in the recent past HUD supported such programs.”

Before the DOJ filed its own lawsuit, the ACLU took legal action two years ago against the city on similar premises of housing discrimination. 

This isn’t the first time the city and it’s sheriff’s department have faced legal action over the ordinance. Back in 2016, the American Civil Liberties Union Foundation of Southern California filed a suit on the claim that the housing law restricted housing and services for those individuals who had criminal records. In retaliation, Hesperia made adjustments to the law to make the program voluntary for landlords. Just last year, the city agreed to settle with the ACLU lawsuit for $485,000 dollars. 

That lawsuit was filed on behalf of Sharon Green, who leads the Victor Valley Family Resource Center, a housing nonprofit organization. Green told the LA Times that the DOJ suit is important in regards to other cities that might be considering similar discriminatory housing laws. 

The DOJ suit will “send a strong message to cities around the country that they cannot discriminate. Our homeless numbers are far too large and there are far too many obstacles to housing already to be dealing with this kind of foolishness.”

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