The pressure is real. So is the opportunity.
Latino consumers are engaged, aware and making decisions in real time: 60% are watching closely how brands respond to immigration enforcement news, and 57% say that news has already changed where they shop or which brands they support.
This is not passive behavior. ThinkNow’s March 2026 survey shows a consumer base evaluating brands on how they show up during moments that matter to their communities, and acting on the verdict: 70% of Hispanic adults say brands should play some role when immigration enforcement affects communities, through internal support, public support or inclusive messaging, and only 23% say brands should stay neutral.
The expectation is generational as much as cultural. In the guide, Marina Filippelli argues that younger, more diverse consumers will make social pressure on brands grow, not shrink. Positions of studied neutrality get harder to hold each year as this cohort grows.
The takeaway for brands is straightforward: if you do not know what your company stands for beyond your products and services, you need to start figuring that out now. What resonates is not volume but intent: partnering with trusted community organizations, showing up with cultural relevance and respect, and communicating in ways that feel accessible and inclusive.
Put this market intelligence to work.
Chamber members reach the businesses, media partners and civic leaders acting on these numbers across the Bay Area.
