In 2026, Trust is the new currency in Hispanic Marketing

By Aldo Quevedo – CEO, Creative Chairman @ BeautifulBeast

In today’s political climate, marked by immigration uncertainty, economic pressure, and cultural fatigue, Hispanic consumers are paying close attention to who shows up consistently and which brands appear only when it suits them.

Trust is built through behavior.

For CMOs entering the Hispanic market for the first time, a few hard-earned truths:

• Invest in understanding before investing in media.
• Representation without respect erodes credibility.
• Short-term wins mean little without long-term commitment.
• And if your support disappears when headlines change, trust will too.

Hispanic growth remains one of the strongest opportunities in this country.

But it will only reward brands willing to earn it, slowly, honestly, and over time.

Whether you’re a Fortune 500 company, a challenger brand, or a private equity–backed business, one thing remains constant: credibility is built over time and lost in an instant.