Respect Latino Electorate

Chicago Tribune, Nov 18, 2024 - As the “sleeping giant” of the Latino electorate begins to stir, it’s making people nervous. The recent shift in Latino voting patterns has sparked significant attention and debate. However, attributing this shift to a single cause is a futile attempt to oversimplify a complex issue shaped by years of overlooked needs and diverse regional concerns in Latino communities.

For far too long, political campaigns have neglected Latino voters, often assuming low turnout without analyzing the reasons behind it. Campaigns have rarely invested in meaningful outreach, leaving nonprofits such as the one I lead to bridge the gap in civic engagement. Our mission isn’t to influence voters in one direction or another but rather to encourage participation and amplify the political voice of Latino communities.

It’s time for political groups to take responsibility, acknowledge our communities’ worth and invest time and effort to connect with us authentically.

Latino voters are far from a monolithic group; we’re diverse in language, culture and concerns. Not all of us need to be addressed in Spanish, and our priorities vary across regions. Some of us have deep roots in the U.S., stretching back generations, while others are newer citizens, supporting family members through their journey to citizenship. These varied experiences shape our relationships with government, our perspectives on policy and our views of political candidates.

Our diversity makes broad messaging ineffective and often leads to our communities being overlooked or misunderstood. We deserve political conversations that acknowledge these nuances — whether through personalized outreach, targeted ads or a national narrative that includes the issues most relevant to us. Political parties must move beyond outdated assumptions or past voting trends, recognizing that Latino voters are looking for something meaningful and authentic.

It’s time for campaigns and leaders to engage with us beyond a fleeting election-season effort. True engagement means understanding our unique challenges, hearing our voices and valuing our contributions in every election cycle and beyond. Latino communities deserve interactions that affirm our role in shaping the future, ensuring that we feel seen, heard and valued — not just as votes but as integral parts of this democracy.

Our voices are growing louder, and as we rise, we’re prepared to shape the future — whether the political establishment is ready to listen or not.

— Jose Mu?oz, co-chair, Illinois Latino Agenda