Below The Surface: Trust is Earned, Not Assumed

💡 Insight

Two recent events expose how quickly trust can erode:

“Latino Freeze” Boycott (Feb 2025)

A viral campaign urged Latinos to boycott major brands—McDonald’s, Amazon, Target—in response to policies viewed as anti-immigrant. In one video, a woman asks, “if you need toothbrushes, soap, or bath sponges, why would you go buy them at Target when there are Latina women’s shops right there offering the same products? Why would you go to Walmart for eggs when Hispanic farmers are right there selling them by the dozen?”

Coca-Cola’s Rumor Crisis

A false TikTok claimed Coca-Cola reported undocumented workers to ICE. Despite denials, the rumor stuck. Coke’s Q1 earnings cited decreased Hispanic-region sales, attributing it to the rumor and broader distrust.

❓ Why it matters

Trust is fragile. Even unfounded rumors can fracture loyalty. Consistent, grass-roots and relational strategies are increasingly essential to weather social media storms.

Cultural intelligence begins with empathic awareness. Communities remember actions—and missteps—especially in times of stress.  Viewing Latino communities as more than a means to an end is the first step in creating meaningful gains.

Crisis reveals true values. Latino connection with a brand is earned through consistent, meaningful relationship, interaction and action—not PR spin.

C-Suite Action Plan

1. Embed trust into crisis readiness: Equip your brand with rapid, culturally credible response capabilities.  If you don’t have this competence in-house, partner to find it on the outside.

2. Invest beyond visibility: Commit to year-round, values-aligned community engagement that creates relationship—not just token marketing moments.

3. Build feedback channels—like local councils, employee groups, or surveys — to surface concerns early, before they grow into movements or crises.

Final Thought

The Latino market isn’t incremental—it’s indispensable. It’s not enough to simply market to Latino audiences. Instead, leading companies and brands must build with Latino constituents. And it’s this deep, trust-based engagement that may determine whether your brand or company will ride the wave—or be swept aside by it.

Sources

1. El País

2. OB Rag

3. Food Dive