The Latino Vote: What Both Parties Keep Missing

Latino Voters

Latino voters are poised to play a decisive role in the next U.S. elections. Yet both Republicans and Democrats still misread this complex, diverse, and fast-growing electorate—and risk missing major political opportunities.

As former mayor of a border city in Arizona, Director of the Arizona Department of Commerce, and Chief of Staff at U.S. Customs and Border Protection, I’ve seen how policies affect Latino communities on the ground. Now, as CEO of Intermestic Partners—an international business advisory firm founded in 2011 that specializes in cross-border trade and development—I help leaders across sectors navigate the rapidly growing Latino influence in American business and politics.

The Diversity of Latino Voters

Latino voters are far from a monolith:

• Cuban-Americans in Florida may prioritize very different issues than third-generation Mexican-Americans in Texas.

• Priorities range from immigration and healthcare to small business growth, education, and economic mobility.

• Latinos have swung between parties over recent cycles—Obama captured 71% in 2012; Trump grew his share to 32% by 2020.

By 2026, Latinos will represent over 15% of eligible U.S. voters—the second-largest racial or ethnic voting bloc.

Where Republicans Fall Short

Republicans often highlight:

• Small government

• Entrepreneurship

• Religious and family values

But harsh immigration rhetoric continues to alienate many Latino voters—many of whom have direct or family ties to the immigrant experience. Without credible positions on immigration reform, healthcare, and education, the party risks leaving votes on the table.

Where Democrats Miss the Mark

Democrats generally perform better with Latinos by emphasizing:

• Social justice

• Healthcare access

• Immigration protections

Yet they often overlook Latinos’ entrepreneurial spirit and small business priorities, failing to fully engage the community's growing middle class and economic ambitions.

The Missed Opportunity

Both parties need to:

• Address public education quality

• Present serious economic mobility plans

• Speak directly to small business owners and job creators

• Show genuine cultural competence beyond symbolic gestures

Authentic engagement—not token outreach—is what will ultimately earn trust and votes.

The Stakes Are Growing

Neglecting Latino voters isn’t just a lost political opportunity—it threatens the nation’s broader cohesion:

• Latinos contribute immensely to America’s economy, culture, and workforce.

• Political underrepresentation risks fostering resentment, division, and disillusionment.

Engaging Latinos more fully strengthens both democracy and prosperity for all Americans.

The Path to Real Engagement

As the 2026 election nears, both parties must recognize:

• Latinos are not a side issue—they are central to America’s future.

• Policies must reflect both cultural respect and practical economic solutions.

At Intermestic Partners, we work with top national and international organizations to understand, engage, and empower Latino communities across business and public policy—because the future of American leadership is inherently multicultural and cross-border.

Time to Get It Right

Latino voters hold the key to many future victories. But that key will only unlock doors for parties willing to listen, learn, and lead with respect.

Partner with Intermestic Partners to build meaningful strategies that reflect America’s evolving demographic power—and drive real, lasting engagement.