The 2024 campaign season is in full swing. 30 of the 50 states will have completed primaries by the end of June—some of them breaking records for campaign spending before even getting to the general election. The national conventions will be held in July and August, and with the first presidential debate this Thursday, this election cycle is shaping up to be one of the most polarizing and competitive in recent U.S. history.

Roughly 36.2 million Hispanics will be eligible to vote in the 2024 election, so an effective engagement strategy with this community will be crucial to secure a win in the November election, which is expected to be decided by the slimmest of margins.

As we approach the 2024 election, there are a few insights I have gathered in my work with Hispanic groups and DDC Public Affairs that public affairs professionals should keep in mind:

1. Hispanics are not a monolithic group

Although Hispanics are often thought of as a solid voting bloc, it is important to recognize that this is not a monolithic group. This diverse community encompasses a wide range of national origins, cultural backgrounds, and political beliefs that shape their stances on issues.

Two factors significantly predict the ideological stances of Hispanics in the United States: (1) their country of origin and (2) their immigration journey. For instance, Cuban and Venezuelan Americans have a particular historical experience that has helped Republicans solidify a majority in the South of Florida. By contrast, Mexican Americans in Texas and New Mexico or Puerto Ricans in New York have had a significantly different immigration experience that heavily shapes their stances on issues such as immigration and healthcare reform, among others. Additionally, issues that resonate in urban areas might differ significantly from those that are of concern in rural Hispanic communities.

When developing a plan to engage with the Hispanic community, it is important to understand the historical background and cultural complexities of Hispanics in a specific geographic area to craft messages that resonate with their lived experiences and effectively earn their trust.

2. Hispanics vote for issues, not based on party allegiance

Hispanics prioritize issues over party allegiance when it comes to casting their votes. According to research by TelevisaUnivision, about 60% of voting Hispanics do not self-identify with a political party. In consequence, most Hispanics are persuadable based on policy issues, making this demographic a critical target for both political and issue-based campaigns.

Weak party partisanship among Hispanic voters represents a big opportunity for candidates who can effectively address their concerns and present compelling arguments for policies that meet the issues of their community. Capitalizing on this persuadable demographic will be a crucial component to winning any competitive race in the November election.

3. Spanish language is a must to convey trust

Despite the vast diversity within the Hispanic community, one common thread is the preference for information delivered in Spanish. According to research from TelevisaUnivision, most Hispanic voters perceive campaign messages as more trustworthy when the information is communicated in their native language, even if they are fully fluent English speakers.

Campaigns that neglect to provide Spanish-language materials or outreach may inadvertently alienate a significant portion of this influential voter bloc. Public Affairs professionals must ensure that they are engaging with Hispanic voters in Spanish, but also in a culturally appropriate manner that acknowledges and respects their linguistic and cultural heritage, to build trust and effectively convey their messages.

Final Thoughts

Hispanics are the second-biggest voting bloc in the United States, and their weak partisanship and strong issue-based behavior make them a persuadable group that all campaigns should prioritize if they want to succeed in this election cycle. 13 Senate and 45 House competitive races are expected to be decided by a smaller margin of victory than the total number of Hispanics eligible to vote in those districts. Effectively engaging the Hispanic community could mean the difference between winning and losing in 2024.

Recognizing the diversity within this demographic, prioritizing issue-based communication over party affiliation, and delivering messages in Spanish, in a culturally appropriate manner, are key strategies for gaining the trust and support of Hispanics in 2024 and beyond. And the same strategies that can engage Hispanic voters in elections apply to anyone trying to advance policy agendas in the current political environment.

Hispanic Voters: A Critical Audience for Elections and Advocacy