According to new ThinkNow research featured in the newly dropped 2026 Hispanic Market Guide, 60% of Latinos are actively paying attention to how brands respond to immigration-related events, 70% believe brands should play a role during moments that impact their communities, and 57% have already changed where they shop based on recent events.

The takeaway isn’t that every brand needs to make a statement. It’s that every brand needs to act with intention.

As ThinkNow Co-Founder Roy Eduardo Kokoyachuk notes in the Guide, “Silence isn’t a neutral strategy.” Consumers increasingly expect brands to demonstrate respect, authenticity, and alignment with their values—even when the issues are complex.

The brands winning in today’s environment aren’t reacting to every headline. They’re grounded in clear values, cultural understanding, and a long-term commitment to the communities they serve.

Want the full story? Download the 2026 Hispanic Market Guide to explore all eight insights shaping the future of Hispanic marketing, along with the latest data, expert perspectives, and examples of what winning brands are doing differently.