Forget the Salsa, Get the Votes: Why Ignoring Latino Voters Will Lead to Election Heartburn!

Prepared and written by Susana Marino, M.S.

Now that we know who the nominees are for the presidential race for the Republican and Democratic tickets, the United States 2024 Presidential election is just 90 days away, and the significance of addressing the needs of Latino voters has never been more apparent. With Latinos comprising the largest minority group in the nation, their impact on electoral outcomes and policy directions is substantial. Data underscores the importance of engaging this diverse community to shape a future that acknowledges and meets their needs.

According to the U.S. Census Bureau, Latinos make up approximately 19% of the U.S. population, totaling over 62 million people. This demographic's rapid growth means that an increasing number of Latino citizens are reaching voting age. In the 2020 Presidential election, Latinos accounted for about 13.3% of eligible voters, and this number continues to rise. Our participation was pivotal in swing states such as Arizona, Florida, and Nevada, highlighting their potential to influence critical electoral outcomes.

The next president-elect of the United States will undoubtedly impact policies related to jobs, economics, inflation, and family values, all of which significantly affect the Latino population. With the 2024 Presidential election approaching, the importance of the Latino vote cannot be overstated. This demographic's influence on the election's outcome and subsequent policy directions is critical, given the Latino community's growing size and economic contributions.

Background in Economic Contributions and Policy Impact:

The economic contributions of the Latino community are significant, with Latino-owned businesses generating over $470 billion annually. Policies that support job creation, economic growth, and small business development are essential for harnessing this potential. Addressing economic disparities and providing opportunities for entrepreneurship can lead to broader economic benefits for the entire country.

Let's examine what is relevant to Latino voters:

• Jobs and Economics

The Latino population, a substantial and vital segment of the U.S. workforce, stands to be directly affected by the new administration's job policies. A president who prioritizes job creation and economic growth will likely implement measures that benefit this demographic, such as expanding job training programs, supporting small businesses, and incentivizing industries that employ a significant number of Latino workers. Conversely, policies that neglect these areas could hinder economic opportunities for Latinos, exacerbating existing disparities.

Data from the Pew Research Center reveals that 79% of Latinos prioritize jobs and the economy when considering their vote. Therefore, presidential candidates who propose robust economic policies that include comprehensive job training programs, access to capital for small businesses, and equitable wage policies are likely to resonate with Latino voters.

• Inflation

Inflation remains a pressing concern for many Americans, including Latinos. The next president's approach to managing inflation will affect the cost of living, wages, and overall economic stability. A comprehensive strategy to combat inflation might include controlling government spending, adjusting interest rates, and implementing policies that stabilize essential goods and services prices. For the Latino community, effective inflation control means more stable household budgets and greater financial security.

According to a study done by NBC, 62% of Latinas are registered voters and 56% were active voters in 2020. Given that 7 out of 10 Latinas are in charge of household economic decisions, inflation is hitting hard right now and this will be a decisive factor when it comes time to go to the polls.

• Family Values

Family values are deeply rooted in Latino culture, and policies that support family stability and well-being are paramount. Issues such as affordable housing, childcare, and family leave policies resonate strongly within this community. Candidates who emphasize these values and propose policies that strengthen family units will likely gain substantial support from Latino voters.

• Healthcare

Healthcare and education are top concerns for Latino voters. Approximately 86% of Latinos consider healthcare a crucial issue, with access to affordable healthcare services being a primary concern. Policies that expand healthcare coverage, lower prescription drug costs, and address health disparities will be crucial in gaining the trust and support of Latino voters.

Summary and Final Thoughts:

My fear is that neither side fully understands or underscores the importance and significance of what Latinos bring to the American tapestry, thereby missing an incredible opportunity to address and, more importantly, engage this important segment of the U.S. population. Now that both sides have picked their running VPs, both presidential candidates ignored once again that Latino voters are poised to be a decisive factor in the 2024. As the largest minority group in the U.S., Latinos have the power to sway election outcomes in numerous states.

Political candidates must recognize and address the unique needs and concerns of this diverse community. Engaging with Latino voters through targeted outreach, culturally relevant messaging, and comprehensive policy proposals is essential for any campaign aiming for success. In addition, candidates must prioritize and address the issues that matter most to this critical demographic. Numbers matter, the engagement and active participation of Latino voters will help shape a future that reflects their interests and contributes to the nation's overall progress.

The next U.S. president will significantly influence policies affecting jobs, economics, inflation, and family values, with profound implications for the Latino population. We must stay engaged, informed, and active to ensure we send our message loud and clear in 2024 and beyond.