More than half of Latino voters have not been contacted by either the Democratic or Republican parties, according to a UnidosUS poll released today. With the 2024 election just two months away, this oversight could prove critical as Latinos now represent the second-largest voting population in the United States.
The survey underscores a significant missed opportunity for both political parties, with 55% of Latino voters nationwide indicating that they have not been approached by any political party or campaign about voter registration or election participation. While 23% of Latino voters reported being contacted by Democrats, only 16% said they had been approached by Republicans.
"Neither party can afford to ignore or take for granted the Latino vote; it's no longer optional," said Janet Murguía, CEO and President of UnidosUS, emphasizing the importance of the more than 17.5 million Latino voters expected to participate in the upcoming election.
Political expert Gary Segura explained the lack of outreach directed at Latino communities as a cost-related issue. "Voter registration and voter mobilization is very expensive," Segura noted. "When you have to choose between mobilizing new and existing voters, you will most likely decide to invest in existing voters."
According to the survey, 23% of Latino voters will be participating in their first presidential election in 2024, with 17% voting in a federal election for the first time.
Latino voters' preferences: Who are they supporting?
The UnidosUS survey reveals that Democrats currently hold a lead in trust among Latino voters on key issues, with 45% believing Democrats are better suited to address their concerns, compared to 27% for Republicans. However, the survey also shows that 28% of Latino voters are undecided or believe both parties are equally capable, indicating potential vulnerabilities—and opportunities for growth—for both parties.
Vice President Kamala Harris enjoys significant support among Latino voters, holding a 27-point lead over former President Donald Trump. Specifically, Harris leads Trump by 36 points among women and by 39 points among foreign-born Latinos. Some of Trump's strongest Latino supporters are men, Cubans, and U.S.-born Latinos, although Harris still outperforms him within these groups.
Top concerns for Latino voters
Segura emphasizes that both parties' success with Latino voters will hinge on how well candidates address their top priorities, which are overwhelmingly dominated by economic concerns.
The key issues, in order of importance, include inflation, job security, housing, and healthcare. Gun control, crime, and immigration also tie as a fifth major concern. "It is imperative for candidates to connect with these voters and provide concrete solutions to their concerns to gain their confidence and earn their votes," said Clarissa Martinez, Deputy Vice President for Policy and Advocacy at UnidosUS.
While a significant portion of Latino voters believe that Democrats are better equipped to address the issues they care about most, there remains a notable percentage that either trusts Republicans or sees both parties as equally capable. For instance, Latino voters tend to align more closely with Democrats on issues such as healthcare, democracy, and education, but they also show notable alignment with Republicans on entrepreneurship.
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