U.S. Hispanic Consumer Confidence Dips Amidst Worry Over Deportation and Shift to Online Shopping
U.S. Hispanic consumers' confidence has dipped in 2025, with 42% expressing worry about deportation. This decline, coupled with a shift towards online shopping and new brands, has been noted in the Hispanic Consumer Sentiment Index, which has fallen from 85.7 to 81.24 this year.
Several factors contribute to this change. Political and legal concerns have led to a decrease in confidence. Simultaneously, Hispanics are shopping less in person and more online, with a notable shift towards new brands and stores. Organizations like Google, Coca-Cola, and JPMorgan Chase have introduced mentorship programs for Hispanic employees to address the lack of Hispanic leadership qualities and improve resilience to challenges. These programs aim to mitigate negative work experiences and reduce turnover. However, Hispanics still hold fewer than 10% of advertising and marketing professional roles and only 6% of corporate board seats, indicating a need for further progress.
With Hispanics projected to spend $2.8 trillion in 2026 and making up 19% of the U.S. population, their consumer power is undeniable. Brands and retailers that prioritize diversity and inclusion, including mentorship programs and authentic representation in leadership roles, are more likely to retain Hispanic consumers and benefit from their spending. Conversely, those that scale back on diversity initiatives risk losing Hispanic consumers to competitors.
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