The Latino population in the United States has experienced tremendous growth in the past decade, from 16.3% of the U.S. population in 2010 to 18.7% in 2020, according to the US Census. This represents an increase of nearly 12 million individuals in the Latino community. In contrast, the white population in the U.S. decreased from 72.4% to 61.6% over the same ten-year period.

This growth over the past decade and the anticipated growth in the upcoming years indicate that the Latino population is becoming an increasingly larger portion of the country's voter base. As public servants who want to succeed in their campaigns, politicians must understand this population and how to best address their needs.

"Politicians must first recognize that the Latino community is not homogeneous. Within the Latino community, there are different nationalities, histories, and even dialects of the common Spanish language," explains Omar Ochoa, award-winning South Texan lawyer and founder of Omar Ochoa Law Firm. "It can be tricky to identify what issues the Latino community is passionate about - it really depends on regional interests."

One of the fascinating things about the Latino vote is that this population is quickly becoming one of the most important swing voter populations in every US election. The 2020 election showed that a greater percentage of Latino voters turned out in favor of Trump than was initially expected by political pundits. Politicians must recognize that the needs of the Latino community are evolving, and understand how to address them.

Issues that are important to the Latino community


Ochoa sees that one of the most common misconceptions about the Latino community is that their investment in issues of criminal justice and law enforcement is exaggerated. While assertions that the Latino population is disproportionately affected by the criminal justice system, are undoubtedly true, the root of these issues can be tied directly back to the main cause about which most Latino communities are passionate: opportunity.

Time and time again, we have seen that the Latino population is passionate about issues related to the economy and education. Even though Latinos make up a significant portion of the economic activity in the United States, they continue to face economic challenges at an alarming rate, such as lower earnings and higher percentages of unemployment. Solving these issues could, in turn, help fix other issues that the Latino population faces, as many of them are directly tied to the opportunities (or lack thereof) they receive.

Particularly in immigrant communities, this feeling of possibility is paramount. Many immigrants come to the United States in search of the "American Dream," and the way of achieving that is through economic and educational opportunities. Immigrants want to contribute to the American economy, and politicians need to recognize that by allowing them to do so, they are not only helping the Latino community - they are also helping the American economy as a whole.

In communities along the US' international borders, issues of international trade are critical. "The border community relies a lot on international trade," Ochoa says. "Just like the rest of the country, we're feeling the pinch of inflation. When you have government actions that are hurting international trade, people are really concerned about that."

Genuinely engaging with the Latino community


One of the major issues that politicians often face is finding a way to engage with the Latino community without feeling that they are pandering for their votes. If a candidate is insincere and obviously only talking about specific issues to win over the community (and clearly have no intention to deliver on their promises), Latino voters will see right through them. Politicians must make a genuine effort to connect and interact with these communities with authenticity.

"Some politicians think that translating their slogan or message or running a Spanish-language advertisement is enough to earn them the Latino vote, but it is not," asserts Ochoa. "Latinos are canny. We want to see politicians who legitimately care about our community's issues and have legitimate solutions to these problems."

Forming this direct dialogue with the community is easier than it may seem. There are numerous platforms through which politicians can interact with Latino voters, from social media to in-person town hall-style forums, allowing Latino voters to see how candidates are engaging directly with the community. For Ochoa, "The key is to engage the community directly and not shy away from being receptive to what's being said."

Targeting the Latino community is quickly becoming an essential part of any US political campaign. As the population of Latinos continues to rise in the US, the power of their vote will continue to grow along with it. Candidates must find a way to sway and attract these crucial swing voters by finding a platform that addresses the needs of this diverse demographic, and forming a genuine, caring dialogue with the community.