How campaigns can win over young, independent Latino voters
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Nearly one-third of the 36.2 million Latinos who are eligible to vote are between the ages of 18 to 29 and form a politically independent voting bloc that candidates will need to turn out come November.
Why it matters: Winning the Latino youth vote could be crucial to political parties far in this year's election and beyond.
- It "should be extremely coveted, because of how young the electorate is," says Antonio Arellano, vice president of communications for NextGen America, a youth voter organization.
- "You're winning a base that can potentially support the party for multiple election cycles to come."
Driving the news: In a poll of nearly 3,000 Hispanic voters released by UnidosUS on Wednesday, 48% of respondents 18- to 29-years old said they had not been contacted by any party about voting in this election.
- Although that's slightly better than in past elections, it's still too many people who aren't hearing from parties or candidates, Clarissa Martinez, vice president of UnidosUS' Latino Vote Initiative, says.
- Martinez adds that 1 million Latino U.S. citizens turn 18 each year, becoming eligible to vote.
State of play: Latinos in the 18- to 29-year old age bracket tend to lean independent and are less likely to commit to a political party than some of their elders, analysts say.
- Prior research shows about 29% of Latino registered voters in that younger age range consider themselves politically independent — the highest share of every age bracket, and eight percentage points above the average for all Latino voters who are not party affiliated.
- Like most Americans, young Hispanic voters say they are most concerned about inflation; better-paying jobs; affordable housing; crime and gun violence; and health care costs, per the latest polling.
What they're saying: "They see themselves as Americans that are fighting for the issues they care deeply about, whether that's the economy, abortion, student debt, gun safety, climate change," Arellano says.
- "That's how they identify, versus political party affiliation."
The big picture: In a race with razor thin margins, campaigns are trying to tap into the Latino vote.
- Vice President Kamala Harris has yet to reach the level of support among Latinos that President Biden had in 2020.
- Arellano credits Democrats for starting digital outreach to Latinos this election cycle as early as June, which he says is unusual because Hispanic voters are usually not engaged that early in the campaign. He says the campaign has tapped into themes that resonate with young voters, such as jobs and reproductive rights.
- Nick Ahamed, deputy executive director for Priorities USA, says Democrats need to focus on positive economic messaging such as "themes of entrepreneurship and side hustles and building financial freedom" that resonate, especially with young Latino men.
The Trump campaign is zeroing in on Hispanic men.
- Trump was backed by 31% of Latino men in 2020, a jump of roughly 7 points from 2016.
Between the lines: Young Latinos' media habits are different from their older counterparts, posing different opportunities and challenges to campaigns.
- Ahamed says 87% of Latinos aged 18 to 34 use YouTube at least once a week, compared to 60% who use Facebook that often.
- They also spend a lot of time on Instagram, streaming services and gaming content, Ahamed adds.
- "From our point of view, the most important thing is that we're reaching these voters where they're spending time, and that's not watching cable news, that's not watching traditional TV — it's online."
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