Latino Community Calls for Boycott of Major U.S. Brands, Targeting Coca-Cola

 

A boycott movement has emerged in response to U.S. President Donald Trump’s proposal to impose a 25% tariff on Mexican imports, with Latino activists urging consumers to stop supporting certain U.S. companies. Among the most prominent targets of this movement is Coca-Cola.

Under the slogan "Freeze Latino Movement," the campaign has gained traction across social media platforms, including TikTok, Facebook, Instagram, and X (formerly Twitter). Supporters are encouraging people to avoid purchasing products from brands they believe fail to support Latino communities and immigrants.

Is Coca-Cola Aligned with Donald Trump?

Coca-Cola holds a dominant position in the Latin American market, particularly in Mexico, where per capita consumption of the soft drink is the highest in the world.

A widely shared claim on social media alleges that Coca-Cola is a Trump ally, with reports stating that the company laid off over a thousand Latino workers in Texas, who were subsequently detained and deported. While the company has not confirmed or denied these accusations, the claim has gone viral, appearing in multiple social media videos.

Another reason some perceive Coca-Cola as aligned with Trump is the former president's fondness for Diet Coke. It is well documented that he drinks up to 12 cans per day, and in 2024, the company gifted him a special edition bottle to commemorate the start of his second term.

Additionally, inside the Oval Office, there is a button specifically designed for requesting his favorite soda.

How Much Did Coca-Cola Contribute to Trump’s Campaign and the Republican Party?

A key question among boycott supporters is how much Coca-Cola and its executives have contributed to Donald Trump and the Republican Party. A review of political donation data from Good Unite Us and Open Secrets provides insight into the company’s financial contributions.

According to Good Unite Us, 50% of donations from Coca-Cola's senior employees were allocated to Democratic candidates, while the remaining 50% supported Republicans. Notable politicians receiving Coca-Cola contributions include David Scott, Dusty Johnson, Kamala Harris, Hank Johnson, and Earl Carter.

Meanwhile, Open Secrets reports that in 2024, Coca-Cola donated $50,000 to Make America Great Again Inc., a political action committee directly linked to Trump’s re-election campaign.

The company’s total Republican donations reached $110,660 (52.78%), whereas Democrats received $98,925 (47.19%). Of the Republican contributions, $14,717 was directly allocated to Trump’s campaign.

While Coca-Cola has provided financial support to both major political parties, critics argue that the company's backing of Make America Great Again Inc. and its majority contributions to Republicans in 2024 indicate implicit support for Trump’s immigration policies, which have been widely criticized by Latino activists.

Could a Latino Boycott of Coca-Cola Impact Sales?

The Latino community in the U.S. holds significant purchasing power, and past boycotts have demonstrated their ability to influence corporate decisions. Similar movements throughout history have successfully pressured global brands to modify their business strategies.

At present, Coca-Cola has not issued an official statement regarding the boycott, nor has it taken any public action to address the concerns raised by Latino consumers.

Coca-Cola’s Market Dominance in Mexico

Despite the controversy, Coca-Cola remains an industry leader in Mexico, with the following key statistics:

• Brand Recognition: 99% of Mexican consumers recognize Coca-Cola, the highest in the beverage industry.
• Popularity: 83% of those familiar with the brand consider it one of their favorites.
• Consumption: 83% of consumers have purchased Coca-Cola in the past 12 months, making it the top-ranked brand.
• Loyalty: 91% of those who have consumed Coca-Cola indicate they would buy it again.
• Media Presence: The brand appears in 86% of media and social media interactions—far surpassing competitors.

In comparison, industry averages are significantly lower:

• Brand awareness: 74% (vs. 99% for Coca-Cola)
• Popularity: 40% (vs. 83% for Coca-Cola)
• Consumption: 34% (vs. 83% for Coca-Cola)
• Loyalty: 74% (vs. 91% for Coca-Cola)
• Media presence: 27% (vs. 86% for Coca-Cola)

With Coca-Cola's unparalleled market presence in Mexico, it remains to be seen whether the boycott will significantly impact the company's performance. However, as Latino advocacy groups continue to amplify their message, brands operating in these markets may face increased scrutiny over their political affiliations and business practices.