Shifting Hispanic Consumer Priorities: Trust Is Earned Where Safety Is Felt
Why trust, safety, and cultural alignment now define the Hispanic path to purchase
As Hispanic consumers adapt to a complex and changing America, their expectations of brands are shifting in critical ways. Trust and belonging have become central to how this segment evaluates everything from financial services to retail—especially as political rhetoric and economic uncertainty continue to shape their day-to-day lives.
At Collage Group, we’ve uncovered a clear message in our latest study: 79% of Hispanic consumers say that trusting a brand is key to their purchase decisions. But this trust isn’t easily earned—it stems from a brand’s ability to provide safety, represent values, and respond to deeper cultural needs.
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What’s Driving This Shift?
The evolving Hispanic experience is shaped by overlapping realities. Many navigate multi-generational households, encounter legal or documentation-related barriers, and live in communities where safety—both physical and emotional—is top of mind. Add rising prices and inflation, and this segment is becoming even more deliberate about who they trust and what they buy.
Key Emerging Themes
- Immigration-Linked Fear and Safety Concerns: Fear around driving or shopping in certain areas can subtly—but powerfully—influence brand engagement.
- Reevaluated Spending Behavior: Price hikes have made 69% of Hispanics feel worse about the economy. Strategic spending and value-driven decision-making are now the norm.
- Demand for Relevance Over Features: It’s not enough to just show up. Brands must speak to cultural values, debunk misinformation, and earn attention through relevance—not noise.
-
of hispanic consumers,
79%
say that trusting a brand is key to their purchase decisions
A Moment of Opportunity for Brands
This is a pivotal time for marketers aiming to earn loyalty from one of America’s fastest-growing consumer segments. Brands that can affirm safety, embody authenticity, and deliver culturally fluent messaging will gain a clear edge.
Want to understand how to build lasting brand equity with Hispanic consumers in 2025?
Get exclusive insights, consumer video excerpts, and actionable guidance in our full report: Shifting Hispanic Priorities: Trust Is Earned Where Safety Is Felt. Download the report excerpt now.