Fear isn’t just influencing Latino communities anymore — it’s becoming a mainstream economic force.

In this powerful episode of The Chingona Chair, Lilia Arroyo Flores, Diana Sheehan, and Alex Garza break down brand‑new data from PDG Insights revealing that 6 in 10 Americans — across all races — now believe ICE is active in their neighborhoods, even in places with no confirmed enforcement presence.

And perception is driving real behavior change:

• Consumers are shopping in‑store less
• Switching to retailers they perceive as “safe” or “welcoming”
• Supporting local businesses intentionally
• Rerouting their spending based on values, not just price or convenience

From Chicago to LA and New York, communities are adapting on their own terms — while brands and retailers risk becoming irrelevant if they don’t keep up.

We explore:

• Why fear is reshaping foot traffic, ecommerce and retail loyalty
• How trust — not politics — is becoming the new currency of commerce
• The economic implications for small businesses, national retailers, and the U.S. economy
• What brand and business leaders must rethink right now

If you’re a retailer, CPG leader, marketer or investor, this episode is a must‑listen.

No fluff. No filters. Just real talk about the new consumer reality.