Shifting Hispanic Priorities: Why Trust Is Built on Safety, Belonging, and Cultural Relevance

With 63 million Hispanic consumers in the US, and 79% of Hispanics saying that trusting a brand is the key factor in their purchase decisions, brands have a moment in time now to act – or be seen as absent. But what does trust mean in 2025, when immigration uncertainty and economic stress loom large over daily life?

Our latest study Shifting Hispanic Priorities: Trust Is Earned Where Safety Is Felt dives into how today’s social and economic climate is reshaping Hispanic consumer behavior and emotional needs.

Safety First: Deportation Fears Shape Daily Behavior

The “chilling effect” of immigration enforcement is no longer limited to border towns or isolated stories. It’s an ambient fear that touches even those with legal status. Many Hispanics are limiting their movement and visibility—visiting stores less frequently, avoiding gatherings, and treading carefully in public spaces. From grocery shopping to eating out, travel, and going to the movies, life has changed. 

“Even if I’m a citizen, I worry for my family and friends… We don’t take chances anymore.”

This matters for brands: 53% of Hispanics want brands to support documented immigrants. Silence is not a neutral stance – it signals absence to these consumers.

Economic Uncertainty = Strategic Spending

Hispanic families are also adapting to rising costs and economic anxiety:

• 79% have already changed their shopping habits in anticipation of price hikes.
  65% feel worse about the economy than they did just one year ago.

Multigenerational households – often the norm in Hispanic communities – are responding with resourcefulness. Value matters more than ever, but so does honesty, security, and brand transparency.

Community-Led Problem Solving, Tech-Fueled Adaptation

In the face of these challenges, Hispanic consumers aren’t passive. They’re actively:

• Organizing to fight misinformation.
• Leaning on digital tools to stay safe and connected.
• Sharing advice to protect each other from fraud and scams.

Brands that want to be relevant must stop selling and start supporting. This means showing up with tools, education, and visible advocacy. Hispanic consumers also heavily influence the tastes and decisions of the market at large, like a ripple effect,, so brands must engage, authentically with respect and safety, to earn trust. 

Contact Us to learn how to lead with empathy, not just efficiency. Collage helps the world’s leading brands put cultural intelligence into action from strategy to execution on a daily basis.