Asked and Answered
Updated February 11th, 2026
Each month we pose questions to our members on hot issues.
Want to share your thoughts on our five monthly questions? Join the conversation below.
This week we asked: what is your prediction for category spending shifts, particularly among Latinos?
As brands plan for 2026, industry leaders anticipate more deliberate, value-led category spending among Latino consumers, shaped by economic pressure and evolving priorities. Essentials are expected to remain resilient, while discretionary categories face greater scrutiny.
Several respondents emphasized that Latino consumers are not pulling back entirely — they’re becoming more intentional, rewarding brands that clearly demonstrate relevance, value, and utility.
“Latino consumers are continuing to prioritize value, but that doesn’t mean they’re disengaging— it means brands have to earn their place with clearer benefits and cultural relevance,” said Randy Gudiel of Orci.
Others, like Diana Jones also of Orci, pointed to a growing divide between categories that meet everyday needs and those that rely on impulse or aspiration, underscoring the importance of understanding shifting motivations. “We’re seeing a reset in discretionary spending, with consumers making more thoughtful choices about where their dollars go,” she said.
There was also optimism that brands that stay close to culture and consumer realities can stillunlock growth, even in a cautious environment.
“The opportunity is there for brands that understand how Latino priorities are evolving and adjust accordingly,” said Nestor Perinot of Prisa Media.
Bottom line: In 2026, category spending among Latinos is expected to be measured, intentional, and value-driven — favoring brands that deliver everyday relevance and authentic cultural connection over one-size-fits-all approaches.
Last week we asked: "How do you think Hispanic and multicultural marketing budgets will change in 2026?"
According to HMC members, Hispanic and multicultural marketing budgets are expected to hold steady — with sharper scrutiny and higher expectations. While brands continue to recognize Hispanic consumers as a primary growth driver, economic uncertainty is pushing marketers to prove impact, not just intent.
“Brands know that growth is going to come from multicultural consumers, but budgets will be under pressure to prove they’re driving real business impact,” said Pedro Lerma, LERMA/.
Rather than pulling back, brands are becoming more disciplined, prioritizing strategies that demonstrate cultural fluency and measurable results.
“Hispanic marketing will be more present than ever, but brands will be more selective and intentional about how and where they spend,” said Camila Llano, Proximo Spirits.
Bottom line: Budgets may not surge in 2026, but the importance of Hispanic and multicultural marketing continues to rise — and marketers who deliver relevance, effectiveness, and ROI will be best positioned to win.
In January we asked: "What trends are you watching in 2026?" Here's what our members told us:
Technology remains front and center, particularly AI’s impact and how cross-platform behavior is evolving among Latino audiences, suggests Doug Hyde from Entravision. He’s also watching political engagement and the Latino vote’s growing influence.
Alma’s Angela Rodriguez reports they’re “closely tracking real vs reported behaviors and where the discrepancies lie between the headlines and reality.”
Others are monitoring World Cup spending patterns and the evolution of market terminology—from “Hispanic” to “Growth Market” and other emerging frameworks for multicultural campaigns.