The Impact of Immigration Enforcement on Hispanic Communities and Businesses

What We’re Seeing

When fear takes hold in a community, everyday habits shift. Consumers pull back. They may avoid public places, delay errands, or even stay home from work.  For many businesses this can impact staffing, foot traffic, and sales. A study from the Urban Institute found that Hispanic consumers reported a 15% drop in visits to retail and entertainment venues in the weeks following enforcement activity in their neighborhoods. Grocery stores have seen sales declines of up to 10% as families stock up on essentials and limit shopping trips.

Workers in sectors like retail, food service, and construction—many of whom are immigrants—may reduce their hours or stop showing up altogether. This can quietly disrupt regular business operations and negatively affect the customer experience.

Why This Matters for Brands

Immigrants are not only a big part of the U.S. consumer base—they are foundational to the fabric of this country. They power essential industries, start businesses, care for families, and contribute to communities in ways that are often overlooked. Their work and resilience are part of what drives our economy and our culture forward.

According to Nielsen Hispanic Consumer Reports, Hispanics are among the fastest-growing U.S. consumer groups. As of 2024, Hispanic households represent close to $2.5 trillion in total purchasing power annually. Despite these recent immigration enforcement actions, U.S. Hispanic market growth is not likely to slow down any time soon.

Brands that acknowledge this moment with care, consistency, and cultural relevance can build deeper trust and long-term loyalty with this community.

What Brands Can Do

1. Stay invested. Businesses and brands that have been investing in multicultural marketing (and Hispanic marketing specifically) should not walk away. Continued culture-forward campaign efforts, representation, and media investment is critical and proves your brand is committed to true community partnership (not just opportunistic transactions).

2. Reinforce inclusion.Doubling down on bilingual signage and inclusive communications across touchpoints can help Hispanic consumers feel included. When people are welcomed and treated with respect, they will be more likely to follow their usual shopping and spending habits, even during the tough times.

3. Engage with the community.Support local nonprofits and charitable initiatives—like school supply drives or health fairs—that offer practical support and visibility without being political. Organizations offering legal services, childcare, language programs, or workforce training can benefit from brand support, now more than ever.

4. Look inward.Support your employees, especially those who may be directly affected. Offer flexibility, listening, and clarity where possible.

Our Commitment

In moments like this, it’s important to lead with awareness, empathy, and respect. The way a brand shows up—internally and externally—can either build trust or erode it. Now’s the time to be thoughtful, real, and present.