Opinion: Are Latinos becoming the next ‘white American’ voters?

Latino voters – now the largest minority voting bloc in America – are poised to play a decisive role in shaping the direction of our democracy. However, this growing influence presents challenges: shifting political allegiances, misinformation campaigns and the renewed focus on voter engagement by both major political parties.

For decades, Latinos – and especially Latinas – were considered a reliable voting bloc for the Democratic Party. Yet, recent trends show that many are shifting support toward Donald Trump and the Republican Party. This shift has left political analysts puzzled, as the GOP’s policies on immigration and other issues are often at odds with the interests of Latino communities. One of my biggest supporters, an immigrant Latina mother in Sunset Park, switched her support from Democrats and is now confidently standing with Trump. Understanding why this shift is happening – and what Democrats can do to address it – is essential as we look toward Election Day.

Disinformation campaigns spread through social media platforms like WhatsApp, Facebook, and YouTube target Latino voters with negative narratives designed to stoke fear and confusion. Whether false claims about the Vice President being a Communist or misleading information concerning voter fraud, they are rampant in Spanish-language media. Content moderation on Spanish-language platforms is limited, leaving harmful narratives unchecked. In 2020, for instance, Latino voters in key states like Florida were bombarded with misinformation about the pandemic, vaccines and even the integrity of the election itself.

But attributing the shift in Latino support to disinformation alone oversimplifies the issue. It risks painting Latino voters as uninformed or easily misled. We need a more nuanced understanding of this shift in support. To fully understand Trump’s appeal to Latinos, we must recognize that we are not a monolithic group. Our community spans multiple countries, cultures and socioeconomic backgrounds, differences that shape political opinions in diverse ways.

Civics and political education are key in making the case for candidates and their platforms. Too often, outreach efforts treat Latinos as a homogenous group, failing to consider the nuanced differences between Mexican-Americans, Puerto Ricans for example. 

Spanish-language media plays a crucial role, yet campaigns continue to underfund and underutilize these outlets. Investing in such local, trusted outlets can fill the void left by traditional media and push back against misinformation.

Many Latino voters, particularly small business owners, are drawn to Trump’s promises of lower taxes, deregulation and economic growth. These voters often prioritize economic issues over social ones, believing that Trump’s policies will benefit their financial stability.

Anti-socialism rhetoric resonates strongly with Latino voters in some states like Florida and Texas. Cuban and Venezuelan Americans who experienced socialist regimes see Trump’s hardline stance against leftist policies as a safeguard against similar outcomes in America. They view the Democratic Party’s progressive wing with suspicion, fearing it could lead the country toward policies they fled from.

Religious and conservative values also play a role. Significant portions of Latino voters are Catholic or evangelical and are drawn to Trump’s stance on issues like abortion, religious freedom and traditional family values. While Latino support for abortion has increased since 2008, cultural alignment often outweighs their lower support for GOP policies on immigration and healthcare.

All of this raises a crucial question: Is the modern Latino voting bloc beginning to resemble the new “white American” voter? Are younger and middle-aged Latino voters who are striving for suburban lifestyles starting to vote more like white voters? Many Latino voters I’ve spoken with believe that hateful statements from Trump and his supporters don’t apply to them.

The future of the Latino vote holds immense potential, but Democrats cannot take it for granted. The party’s failure to deliver on reforms that mattered to Latino communities a generation ago has certainly led voters to look elsewhere. As both white and Latino voters are drawn to Trump’s economic or pro-America messaging, it’s critical to address the misinformation and lack of outreach that have allowed these trends to take root. The Latino community is diverse and deeply invested in the future of this country – it just depends on whose future.