Latino voters matter.

Nearly one in every five Americans is Latino, and the population grows every election cycle. Already, states like California and Texas have majority Latino populations. Sustained investments in reaching and mobilizing Latino voters is critical for Latinos to become full participants in our democracy.

As the Latino population continues to grow, our power to impact the decisions being made at all levels of government grows. According to NALEO, nearly one of every 10 voters in the 2022 midterms was Latino. Our impact is expected to be even greater in November. Even beyond California and Texas, according to Census numbers, the Latino population of the Midwest grew 28% between 2010 and 2020. It is projected that Latinos will account for more than 14% of all eligible voters in 2024.

The Latino population is increasingly diverse and deserves communication that reflects that diversity. The way political operatives talk about Latinos, the Cuban American vote is in Florida, the Mexican American vote is in California, and the Puerto Rican vote is in New York. These are antiquated ways of approaching the Latino community. At the local level, we see increasing diversity among Latino populations which are driven by many factors, including where people trace their ancestry, where they now live, and their age.