Bridging Risk and Culture: Communicative Strategies for Encouraging Protective Behaviors in Spanish-Speaking Latina/o/x/e Communities During Extreme Weather Emergencies

Latina/o/x/e communities in the United States face disproportionate health concerns during weather-related hazards, including disruptions in water access, quality, and sanitation. Effective risk communication from public utilities is essential to promote preventive behaviors but must be culturally and structurally responsive. Guided by the reasoned action approach, this study examined how Spanish-speaking Latina/o/x/e adults and children perceive their water utility companies’ communication around preparedness. Using qualitative data from four adult focus groups (n = 25) and two child focus groups (n = 7), we identified cultural and structural barriers to action and explore the potential of dichos, culturally resonant sayings, to enhance message effectiveness. Participants expressed a willingness to take protective measures when equipped with guidance and resources (i.e., behavioral beliefs) but reported limited access to both due to socioeconomic constraints (i.e., background factors, control beliefs). Children voiced awareness of their families’ needs and emphasized the lack of Spanish-language materials. Findings underscore the importance of culturally grounded communication strategies in preparedness messaging among marginalized populations. Theoretical and practical implications for risk communication and future research directions are discussed.