Latino Consumers Don’t Trust Marketing - They Trust People
In today’s competitive landscape, trust isn’t just a buzzword—it’s the foundation of long-term customer relationships. Nowhere is this more true than in the Latino community, where trust is built not just through services, but through connection, understanding, and cultural respect.
As a Latina business leader who’s worked with both Fortune 500 companies and Latino-owned small businesses, I’ve seen first-hand that organizations often underestimate what it truly takes to build lasting relationships with Latino consumers. This is especially important as younger, digital-savvy Latinos come of age with different expectations—but similar cultural values.
Here are three trust-building principles that matter most.
1. Community-Based Relationships Over Transactional Interactions
In Latino culture, relationships are personal before they’re professional. There’s a deep value placed on personalization—a preference for warm, respectful, and personal interactions over cold or purely transactional service.
For organizations, especially financial services, this means that trust is earned over time through human-centered service, not automation alone. Even digitally engaged Latinos – especially younger generations – still want to know there’s a real person behind the platform. They value the ability to speak to someone who understands their language and culture, whether that’s online or in a branch.
What you can do:
Combine digital convenience with human access (i.e., in-app chat with bilingual staff, real-time support, local video consultations).
Train staff to build rapport and relationships, not just solve problems.
Show up consistently in community spaces where trust is built – not just on digital ads.
2. Financial Education that Reflects Real-Life Needs
Many Latino families are managing complex financial realities: supporting family abroad, navigating first-generation financial planning, paying for immigration process expenses, launching and growing small businesses, or supporting multigenerational households.
For younger Latino consumers, especially first- or second-generation Americans, there’s a hunger for financial empowerment. But it has to come in formats that resonate: in person, mobile, accessible, authentic and culturally grounded.
What you can do:
Create bilingual content on topics like credit, homeownership, investing, and entrepreneurship—delivered via YouTube, TikTok, or Instagram Reels.
Host community-based events with Latino professionals and business owners as peer educators or ambassadors.
Use real stories and scenarios that reflect Latino family dynamics and aspirations.
3. Cultural Respect and Representation
Younger Latino consumers are bicultural and socially conscious. They can spot inauthenticity quickly. They want to see brands that reflect their values—and that reflect them. That includes who’s in leadership, who’s featured in marketing, and how their communities are represented.
Representation matters. If your boardroom, marketing creative team, or digital influencers don’t include Latino voices, that absence is noticed—and trust erodes.
What you can do:
Go beyond translation—speak in culturally relevant tones and themes.
Partner with Latino content creators and community leaders to co-create messages.
Highlight Latino leaders inside your organization—and make pathways for more.
From Compliance to Commitment
Serving the Latino market isn’t about checking boxes—it’s about building bridges. With over $2.3 trillion in buying power and a younger, digitally connected, highly entrepreneurial, rapidly growing population, the Latino market is not a niche—it’s the future.
But trust can’t be rushed. Whether it’s a Gen Z entrepreneur watching your TikTok or a millennial couple walking into your branch for a home loan – both want something real. Trust is earned through presence, relevance and respect.
So here’s the question:
What is your organization doing today to build real trust in the Latino community – both online and in person?
