New research from ThinkNow, presented in partnership with the Hispanic Marketing Council, reveals measurable shifts in trust, loyalty and purchase behavior as immigration raids continue to impact communities across the country. In fact, more than half of Hispanic consumers have already changed where they shop or which brands they support based on recent events.

The findings challenge marketers to think beyond products and promotions. Consumers are paying attention to how brands respond, whether they demonstrate respect for their communities, and whether their actions align with their values.

The report explores:

• How trust and loyalty are shifting among Hispanic consumers
• Generational differences in brand expectations
• What consumers expect from companies today
• Practical implications for marketers navigating a rapidly changing environment