Cross-Current: The Hidden Recession

📈 Trend

When Latinos pull back, major brands feel immediate impact.

❓Why it matters

Rising immigration enforcement and communal mistrust have prompted Hispanic households to pull back on spending—even on essential goods—yielding an immediate impact on overall brand health. As Latino consumers go, so does your brand.

Walmart & Home Depot: Retailers saw disproportionate traffic losses in Hispanic-majority ZIP codes, signaling a broader category pullback.

Coca-Cola, Keurig Dr Pepper, Colgate: Brands cited drops in Latino demand as key factors in overall North American sales declines.

Modelo & Corona: Beer shipments declined for the first time in a decade, particularly in Hispanic-heavy areas.

♟️Strategic Implication

Latino demand isn’t a niche—it’s a bellwether. When Latinos retreat, entire categories contract.

Sources

1. The Wall Street Journal

2. Financial Times

3. mitú