Leveraging shared social identities to build trusting relationships in Latine communities: Community health workers as crisis and risk communicators

Authors: Anita Atwell Seate,Christina M. Getrich,David Liendo Uriona,Carina Zelaya,Brooke Fisher Liu,Cynthia Baur & Lahne Mattas-Curry

This study explored how Community Health Workers (CHWs) build trust when sharing information about emergencies and health risks with Latino communities. Interviews with 41 CHWs found that they used shared backgrounds, language, family ties, and experiences as immigrants to connect with community members. However, having similar backgrounds did not always guarantee trust, as differences in experiences and circumstances sometimes created barriers. CHWs worked around these challenges by adjusting how they communicated with people. The study highlights the importance of understanding community experiences and using flexible, respectful communication to build trust during emergencies and public health crises.