I spent three days last week with Latino leaders, who gathered in New York City for the Hispanic Leadership Summit. My wife, Claudia, has organized these convenings for Hispanics working at large companies, Latino entrepreneurs, and academics through her foundation, We Are All Human. What I observe is a community bruised by the events of the last year, the presence of ICE agents in major cities, the reversal of DEI policies at corporations, and the raising of walls for immigrants. Yet one sees a steely determination to achieve the American Dream. And with Bad Bunny headlining this year’s Super Bowl halftime show, it’s clear that Latino culture is American culture.
There has been a dramatic increase in Latino awareness of their contribution to the country over the past eight years. According to the Hispanic Sentiment Study, in 2018 only 14 percent of Latinos believed they were making a big contribution; that number has risen to 77 percent in 2025. As Claudia observed in her speech last night, “The switch has been flipped. With confidence, everything is possible for the Latino community.”
The Edelman Trust Barometer’s January and July studies highlight the serious challenges facing Latinos today.
- Two thirds of the Hispanic community have experienced financial hardship, including skipping meals, accumulated credit card debt and paying bills late. This is higher than any other ethnic group in the U.S. study.
- Fear of discrimination among Hispanics has risen 11 points in a year to 64 percent, driven by concerns over prejudice and racism.
- Latinos have lost their belief in the future, with only one third feeling that the next generation will be better off.
- Trust in institutions has declined, especially in government, which now stands at 38 percent among Hispanics.
For companies and brands seeking to reach Latinos with credible information, here are three important tips:
- Latinos trust ‘my employer’ and ‘brands I use’ much more (25 points at 72 percent) than the four traditional institutions of Business, Government, Media and NGOs.
- Latinos trust peers and friends and family for information on brands. Customers like me, friends and family, and customer reviews far outpace the power of influencers. In fact, for health decisions, Latinos trust their MD and ‘my friends and family’ more than medical experts and much more than content creators.
- Brands are expected to do, not just say. Latinos want brands to help them ‘do good’ (74 percent), ‘feel good’ (70 percent), ‘give me optimism’ (67 percent) and ‘educate me’ (63 percent).
The most compelling story of the week came from Dr. Juan Andrade, Jr., a revered senior member of the Latino community, who serves as President of the United States Hispanic Leadership Institute. At the beginning of his career, he served as a teacher in a small town in Texas near the border with Mexico. His classroom was filled with Latinos. He decided to teach in Spanish so that his students could make progress in math and science. Two weeks into his tenure, he was summoned by the school principal, who informed him that it was against the law in Texas to teach in Spanish. Undaunted, Dr. Andrade worked with a local legislator on a bill that would allow teachers to instruct their pupils in Spanish if that were the most effective way of getting them ahead. The bill passed the Texas Legislature.
In a speech delivered at this year’s summit, New York Times columnist Bret Stephens said, “there's also no denying that 68 million Latinos in the United States aren't going anywhere -- nowhere except up. Try to remember the words of Bill Clinton: ‘There is nothing wrong with America that cannot be cured by what is right with America.’ The Hispanic community, in its ambition, artistry, brilliance, compassion, creativity, drive, entrepreneurship, humanity, resilience, resourcefulness, responsibility, and warmth, is what's right with America.”
This is the message to Latinos: There is always a way forward. My wife frames this as possibility. The smart business will see this as opportunity.
Richard Edelman is CEO.
