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Latino and Hispanic Voters Set to Play a Significant Role in Presidential Election
In north Philadelphia, Jose Reynoso is pursuing his dream of owning a restaurant after starting with a food truck. His establishment, Alta Cocina, serves Dominican, Latin, and international cuisine. This culinary venture is part of broader efforts to engage Latin and Hispanic voters during an unprecedented election cycle where their voting power could significantly influence the outcome.
“We’re living a little bit better now,” said Reynoso about his neighborhood in mid-October. “The only thing is that the economy is a little bit shattered. Let’s see if we make a change politically to see if we can realize our dream.”
Freddy Baldera, who also works at the restaurant, shared concerns about pressing issues: “The problems that are hurting us the most: the economy, migration, and taxes are very expensive; food prices are also steep.”
Both Reynoso and Baldera expressed support for Vice President Kamala Harris. “Because in the same way Donald Trump gives us the impression that he does not get along well with immigrants,” Reynoso explained. “Right now, immigrants are the ones trying to lift up the country with their labor force.”
A poll from Florida International University indicated strong support for Harris among Latino voters in battleground states—54.7% favorability compared to Trump’s 27.7%. Key issues driving this support include inflation and economic challenges.
In Reynoso's neighborhood, volunteers from civic organizations are actively reaching out to residents to provide information on various resources related to voting and housing. “Just to get information for anything they help, voting, housing or any programs out there,” said Freddie Saz.
An October survey by the Hispanic Federation and Latino Victory Fund found that 64% of Latino voters in battleground states reported contact with campaigns and civic organizations encouraging them to vote—demonstrating more outreach from Democrats.
Saz noted that focusing on specific segments of the community reveals wider margins between candidates when considering bilingual speakers: “When you factor in bilingual Spanish-speaking English speakers, you see that margin is wider.”
The enthusiasm among Latino voters has increased following changes in the Democratic ticket; top concerns remain tied to financial matters. Pennsylvania alone has around 579,000 eligible Latino voters according to UCLA’s Policy and Politics Institute.
“We want to say that the road to the White House is through the Latino community,” stated Frankie Miranda, president and CEO of the Hispanic Federation. “This time, it may be here in Pennsylvania; the Latino vote will decide the future of the White House.”
The Asociación Puertorriqueños En Marcha (APM) has been active for decades in educating potential voters this election cycle by knocking on over 5,000 doors.
“We did a big caravan through the streets mimicking what happens in Puerto Rico—big sound systems playing jingles encouraging people to vote,” said Nilda Ruiz, APM’s CEO and president.
As Election Day approaches rapidly, both major campaigns are intensifying their efforts to appeal to Latino and Hispanic voters. Harris has rolled out her ‘opportunity agenda’ while campaigning across key locations like Phoenix and Las Vegas aimed at energizing these communities.
Additionally, she launched a new Spanish-language ad addressing offensive remarks made by a comedian at a Trump rally regarding Puerto Rico—a move aimed at resonating with Puerto Rican voters specifically. A Univision survey revealed that 70% of Pennsylvania Latinos viewed these comments as racist rather than humorous.
Ruiz emphasized how these sentiments resonate deeply within her community: “I think it woke people up. Like this will have an impact.” She added her frustration regarding disrespect towards Puerto Rican culture: “The respect for our island is just not there; we're outraged.”
In response, Trump has attempted outreach by holding roundtables with Latino leaders while continuing scheduled rallies like one in Allentown shortly after those controversial comments surfaced.
Republican allies downplayed potential fallout from such incidents but acknowledged their understanding of voter priorities: “I don't think it's going to move the needle...they're going to vote based on record and issues important to them,” said Carlos Trujillo from Trump's campaign team.
The campaign remains optimistic about garnering significant support among Hispanics across Nevada, Arizona, Pennsylvania, and Georgia: "Seeing early returns shows it could be one of our largest margins ever," Trujillo remarked.
Gloria Vasquez cast her ballot next door during Trump's rally expressing mixed feelings about recent comments but ultimately decided her choice would rely more heavily on policy than controversy: "I don't want my decision based solely on what was said." However she recognized potential repercussions for Trump stemming from public reactions toward those remarks.
The Trump campaign emphasizes its commitment towards addressing issues affecting all Americans including Latinos while blaming current administration policies as contributing factors behind ongoing struggles faced today.