In a recent interview on the MeidasTouch Network, Ben Meiselas and political consultant Mike Madrid, author of The Latino Century: How America’s Largest Minority Is Transforming Democracy, explored the shifting Latino vote and its implications for both parties. Madrid, a GOP Latino consultant and Lincoln Project co-founder, offered insights based on his decade of research and experience in analyzing the Latino demographic’s evolving role in U.S. elections. He highlighted both the economic and cultural dynamics reshaping the Latino electorate, particularly a growing sense of populism over party loyalty.
Madrid began by acknowledging the frustration he’s faced trying to communicate these shifts, noting, “I don’t think people fully heard the message.” Madrid argued that Latinos aren’t trending conservative, but rather leaning towards populist messages focused on economic survival. He cited Bernie Sanders as one example of a candidate who resonated deeply with this community, not because of progressive policies per se, but due to his anti-establishment rhetoric. “There’s a lot of angst,” Madrid stated, adding that these voters feel the impact of inflation and job instability keenly, especially under a Democratic administration that may not always prioritize their immediate economic concerns.
The conversation also delved into misconceptions around Latino identity and immigration. Madrid explained that most new Latino voters are third- and fourth-generation Americans, often disconnected from the immigrant experience and thus less impacted by Trump’s anti-immigration rhetoric. Instead, they resonate more with economic policies that speak to their concerns about jobs and affordability.
Addressing what he considers a common misjudgment among Democrats, Madrid warned that viewing Latinos as a monolithic, immigration-focused demographic risks alienating an increasingly influential voter bloc. He emphasized that the key to winning back Latino voters lies in appealing to pocketbook issues, pointing out that “only 20% of Latinos [polled] said the economy was good or excellent.”
Madrid also tackled the touchy subject of machismo culture and its supposed role in Latinos’ voting patterns, especially regarding Kamala Harris’s candidacy. He dispelled this as a myth, pointing to high levels of Latino support for Barack Obama and Hillary Clinton, and data showing that Latino communities actually elect women at higher rates than any other demographic.
Summing up the discussion, Madrid emphasized that the Latino vote is “eminently gettable” for Democrats—if they focus on the right issues. His optimism rests on leaders like Ruben Gallego, Alex Padilla, and Catherine Cortez Masto, who could steer the party towards policies that resonate with Latino working-class concerns. Ending on a note of hope, he encouraged Democrats to “acknowledge a problem, learn from it, and then adapt.”
Madrid’s insights offer a wake-up call, urging Democrats to rethink their approach to the Latino vote in order to build a more inclusive and responsive political platform. As Madrid’s book warns, the stakes are high: by the next election, millions of new Latino voters will demand to be heard, and their choice could be the deciding factor.
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