Exploring the Renewal of Matriarchal Traditions: Latin Community Embracing Ancient Methods of Living at a Slower Pace
A new movement is gaining traction among younger Latines, challenging the traditional hustle culture and promoting a more balanced lifestyle. Known as the "senora era", this movement emphasizes the importance of tranquility, self-care, and working without letting work define one's identity.
The senora era movement is a response to the relentless "grind" mindset that often dominates many communities, including Latine cultures, where hustling is often idealized. Instead of glorifying overwork, the senora era embraces creating calm, peace of mind, and self-love, adopting a lifestyle that values rest and personal care as essential rather than indulgent.
City Senoras, a social club for young Latines, was created in response to this movement and hosted its first event in August. Initially met with low attendance, City Senoras found success through leveraging social media. The club aims to expand to cities across the country and support local, Latine-owned businesses.
The exact term "senora era" can also evoke images of traditional mature Latina women, but younger Latines are reclaiming it with an empowering twist—making it adorable, stylish, and symbolic of a new way of living that honors rest and intentional living over nonstop productivity.
The lifestyle blog Senora Era has attracted over 50,000 amigas seeking the slow, senora life. Meanwhile, the hashtags #SenoraEra and #SenoraTok have gained popularity on TikTok, with over 19.2M and 1.5M views respectively.
The senora era is seen as a radical resistance to the colonizing mindset that values contributions to a neoliberal, capitalist society over self-care. Tricia Hersey, founder of the Nap Ministry, emphasizes the importance of self-care in imagining a new world.
Researchers in Nogales, Arizona are investigating how social circumstances impact sleep for Latines along the U.S.-Mexico border. One in three Latines sleep less than seven hours on average, and a lack of sleep can lead to a weakened immune system, increasing the risk of developing diabetes and heart disease.
Photographer Alejandro Cartagena documented Mexican construction workers sleeping in trucks on their way to work in a series called "Carpoolers". Sleep is one of the ways in which we embody the world around us, according to Dr. Michael Grandner. As Americans lose more sleep on average each year due to climate change-induced warmer nights, technological distraction, and worsening stress levels, the senora era movement offers a timely solution.
City Senoras events have seen dozens of participants, all seeking self-care and community. The senora era is not just a trend, but a call to action for younger Latines to prioritize their well-being and reclaim their lives from the relentless demands of hustle culture.
- The senora era movement, gaining traction among younger Latines, promotes a more balanced lifestyle that challenges the traditional hustle culture, emphasizing tranquility, self-care, and identity beyond work.
- City Senoras, a social club for young Latines, was established in response to the senora era movement and has successfully leveraged social media to expand and support local, Latine-owned businesses.
- The lifestyle blog Senora Era attracts over 50,000 amigas seeking the slow, senora life, with popular hashtags like #SenoraEra and #SenoraTok gaining traction on TikTok.
- Researchers in Nogales, Arizona are investigating how social circumstances impact sleep for Latines along the U.S.-Mexico border, as a lack of sleep can lead to health issues such as diabetes and heart disease.
- Photographer Alejandro Cartagena's series, Carpoolers, documents Mexican construction workers sleeping in trucks on their way to work, highlighting sleep as a way we embody the world around us.
- The senora era is seen as a radical resistance to the colonizing mindset that values contributions to a neoliberal, capitalist society over self-care, with Tricia Hersey, founder of the Nap Ministry, emphasizing the importance of self-care in envisioning a new world.
- Climate change-induced warmer nights, technological distraction, and worsening stress levels are causing Americans to lose more sleep on average each year, making the senora era movement's focus on self-care and rest exceedingly timely.
- The lifestyle changes advocated by the senora era movement extend to various aspects of life, touching on fashion-and-beauty, business, careers, education-and-self-development, personal-growth, health-and-wellness, workplace-wellness, and art.
- The senora era movement not only offers a response to the exhausting, relentless "grind" culture but also serves as a call to action for younger Latines to prioritize their well-being, reclaim their lives, and promote a culture that values self-care, community, and intentional living.
