In Fort Lauderdale, Florida, Democratic emphasis on immigration as a central issue for Latino voters in key states like Arizona, Nevada, New Jersey, and Florida is undergoing a reevaluation. Traditionally, these states have seen many generations of Mexican, Cuban, and various Latin American immigrants establish legal roots, with immigration policy generally perceived as a significant concern among this demographic.
However, following Donald Trump’s triumph in the 2024 presidential race and the noticeable rightward shift among Latino voters, some liberal circles are reassessing these long-held assumptions. According to Patricia Campos-Medina, a labor activist and former U.S. Senate candidate from New Jersey, there is a growing realization that economic issues often outweigh immigration in terms of electoral motivation. This realization is influencing current democratic strategies, as Campos-Medina now advises U.S. Rep. Mikie Sherrill, who is among Democrats eyeing the governorship in the upcoming primary.
In light of these developments, liberal strategists and political figures are advocating for a pivot towards economic topics in campaigns aimed at Latino voters this election year, rather than a strong focus on immigration. The argument is that a universal economic pitch could resonate more effectively across the diverse Latino community, rather than efforts to segment them based on perceived cultural or political niches.
President Trump’s 2024 success saw him make significant gains in predominantly Puerto Rican districts of eastern Pennsylvania and turn South Texas’ Rio Grande Valley, as well as boosting support along Florida’s Interstate 4 corridor. His focus on economic matters and border security appeared to resonate with Latino voters. Tory Gavito, co-founder of the progressive group Way to Win, pointed out the resistance among Latino constituents against being treated as a monolithic group, following their focus group research.
In the last election cycle, inflation was a principal concern for almost half of all Latino voters, according to AP VoteCast data. Notably, almost three-quarters of Latino voters who supported Trump voiced significant concerns over housing costs in contrast to six in ten white Trump voters. Tom Perez, a former chair of the Democratic National Committee, highlighted a shortcoming in the Democratic approach, citing a lack of attention to fundamental economic issues such as the high costs of basic necessities.
Alex Berrios, from the organizing group Mi Vecino focused on Latino voter mobilization, argued that the Democrats’ strategy leaned too heavily on buzzwords and efforts to micro-target specific nationalities. This, he argued, led to the party’s messaging feeling insincere or rehearsed. Veteran Democratic strategist Chuck Rocha criticized the Democratic tendency to approach political debates with detailed policy briefs rather than directly addressing voters’ immediate concerns, emphasizing the importance of affordability.
In New Jersey, the upcoming gubernatorial primary serves as an initial testing ground for these differing Democratic strategies. Previously, Trump made notable inroads in Latino-majority areas, fueling the debate on campaign focus. Mikie Sherrill, a candidate with a strong biography and military background, ties her campaign message to reducing costs related to healthcare and housing. Her campaign manager emphasizes personal engagement with repeat Democratic primary voters in suburban counties.
Meanwhile, Newark Mayor Ras Baraka continues to vocally oppose immigration detention facilities, with his recent arrest during a protest garnering broad supportive attention. This highlights the continuing relevance of immigration within some spheres of the Democratic electorate.
The broader national picture reveals a nuanced view among Hispanic voters towards former President Trump. A May survey indicated that 38% of Hispanic adults approved of Trump’s economic management, aligned with the overall sentiment among U.S. adults. Yet, despite uncertainty from Trump’s economic reshaping efforts, some Latino voters remain cautious but open to the ongoing fiscal narrative forwarded by his administration, anticipating forthcoming tax and economic policy outcomes.
This discussion signals the shifting tides within the Democratic strategy towards a more economically focused appeal to the diverse Latino voter base, navigating the complex political and economic landscape post-2024 elections.