Knowing your target audience's future needs and behaviours is invaluable in order for a business to grow. Yet often, our view into the future is murky, and it is challenging to identify the most significant shifts in attitudes, values, and behaviours to determine strategies to implement. Understanding the dynamics of an influential audience like Hispanics, and an ever-changing region such as Latin America, requires a deep exploration of their past, present and future. Insights from the Cultural Pulse, a research partnership between Univision and GfK, shine a critical light on how US Hispanics and Latin Americans are navigating a complicated world. Facing an unpredictable social landscape, less than a quarter (21%) of Hispanics feel that they can trust the US government to tell them the truth.