#hispanic-consumer-sentiment

#hispanic-consumer-sentiment

Espina humorously admitted to oversleeping on a significant news day, stating, 'Breaking news, mi gente! I can't believe it.' His videos celebrated Maduro's fall but also expressed concern about the complexities of the situation.

On Ash Wednesday, 2026, two Roman Catholic priests and a religious sister entered an Immigration and Customs Enforcement facility in Broadview, Illinois, to celebrate Mass with detainees inside. It might seem like a simple, routine event: a religious service to mark the start of Lent. But the Mass represented a legal win for the Coalition for Spiritual and Public Leadership, based in Chicago.

I didn't feel included in the Latino community. I always felt left out. Las Comadres has since become a national nonprofit organization. De Hoyos Comstock, petite with a warm smile, describes Las Comadres as a 'Latina culture club.' The current political rhetoric, characterized by the most aggressive immigration enforcement in modern history, is forcing many U.S. citizen Latinos to question whether they belong.

This year has been volatile for brands. With tariffs taking effect, the job market slowing, and consumer spending barely keeping pace with inflation, it's no surprise that ad spend has slowed in tandem. Amidst economic uncertainty and an onslaught of unanswered questions, brands are increasingly looking for demonstrable ROI in their marketing and design budgets. Some may choose to invest in a costly new campaign or commit to a new brand identity, while others will default to slashing their budgets altogether.

It seems to me that there's a cover up going on,

Brands love to insert themselves into cultural conversations or piggyback on buzzy current events, a strategy sometimes called newsjacking. But it can happen without seeking, or even wanting, the attention. The borderline absurd virality of a Nike tracksuit evidently worn by Venezuelan President Nicolás Maduro as he was taken into the custody of American captors is the most high-profile recent example-but it definitely won't be the last.

I don't always drink beer, but when I do, I still prefer Dos Equis.

But we in marketing also have a certain fixation on youth. Millennials (put roughly, those born between 1980 and 2000) are the prime suspect at the minute because from where we sit in London, it seems like they're reaching their prime consumption years. They value experiences over things. They want authentic connections to brands. They want to be marketed to via a social influencer instead of a traditional ad (ha! they want to be marketed to - insert laugh/cry emoji here).

Marketers spend billions trying to persuade consumers that a product is right for them. But our research shows that sometimes the most effective way to market something is to say that it isn't for them. In other words, effective marketing can mean discouraging the wrong customers rather than convincing everyone to buy. We call this "dissuasive framing." Instead of saying a product is perfect for everyone, a company is up front about who it might not be for.