In Newark, New Jersey, the gubernatorial primary race is spotlighting the critical issue of regaining Latino support for the Democratic Party on a national scale. As candidates vie for the position, different strategies have emerged to capture the Latino vote, a demographic that played a significant role in decreasing the Democratic margins during the 2024 elections. Notably, President Donald Trump managed to close the gap in states like New Jersey and New York, flipping several towns with substantial Latino populations.
The primary features prominent figures such as U.S. Representatives Josh Gottheimer and Mikie Sherrill, along with local leaders like Jersey City Mayor Steven Fulop and Newark Mayor Ras Baraka. Their collective focus seems to shift from immigration issues to economic concerns, as previous tactics proved less effective among Latino voters who rank inflation as a top concern. Rep. Gottheimer emphasized that addressing economic stability is vital for appealing to these communities.
New Jersey’s loss of Latino support parallels trends seen in traditionally blue states, including the swing of Latino voters in favor of Trump in locations like Texas and Florida. According to AP VoteCast, a substantial rise in support for Trump among Dominican and Puerto Rican communities highlights the diversity of political leaning within the Hispanic electorate. This demographic information underscores the necessity for Democrats to fine-tune their voter engagement strategies to maintain their support.
Laura Matos, a Democratic National Committee member from New Jersey, emphasized the importance of not taking Latino support for granted. Despite their historical alignment with Democrats, variations in voter behavior appear significant. This presents a challenge as well as an opportunity for candidates like Sherrill, whose campaign notes the potential risk of a Republican victory in the state known for occasionally supporting GOP governors.
The focus has decidedly shifted towards economic matters among campaigners and strategists, matching the sentiment of working-class voters. Ana Maria Hill, directing SEIU Local 32BJ, noted that discussing initiatives like raising the minimum wage and rent control resonates across Hispanic communities involved in the campaigns. The disconnect between official reports of economic growth and personal economic struggles, like the high cost of essential goods, was highlighted by Hill as a factor in previous electoral losses.
Campaign events by candidates have mirrored this economic focus. Gottheimer organized a press conference at a Latino supermarket, while Sherrill’s campaign held a ‘Get Out the Vote’ event at a Colombian restaurant. Their efforts aim to engage Latino communities by addressing their direct economic concerns, apart from other pressing issues like affordable housing and business growth, as advised by labor activist Patricia Campos-Medina.
Of particular interest is Mayor Ras Baraka, whose dramatic stance on immigration caught headlines following his arrest protests at a detention center. This move places him in a distinct position addressing immigrant rights while also juxtaposing economic issues. Baraka’s tactics differ, yet he continues to emphasize a need to actively respond to federal policies adverse to immigrant interests.
Meanwhile, the Republican challenger, former state assemblyman Jack Ciattarelli, capitalizes on perceived Democratic missteps with the Latino electorate. While Trump’s endorsement might bolster his campaign, his advisor argues the Democrats’ reliance on identity politics is short-sighted in effectively engaging the Latino vote in New Jersey. As Ciattarelli competes against other candidates in the GOP primary, the state’s taxes, crime, and sanctuary city policies become focal points during campaigns characterized by Trump’s outspoken critiques.
Steve Fulop, the Jersey City Mayor, brings a contrasting perspective, noting the dynamic nature of the Latino vote. With current Governor Phil Murphy’s administration as a potential referendum topic, Fulop acknowledges that the Latino voters’ final influence on the gubernatorial race remains undetermined. Highlighting the growing and unpredictable nature of the Latino demographic, Fulop underscores a competitive political landscape without any clear frontrunner.