Every election cycle, some political campaigns seem to rediscover the same realities about Latino voters: They are not a niche audience, they are not just a late-campaign advertising play, and they can’t be taken for granted by either political party. It’s long past time for that cycle to break.
The consultants, data experts, and media strategists interviewed for this report — from both sides of the aisle — all pointed to the same uncomfortable truth: the data needed to reach Latino voters effectively has never been more available, yet many of the assumptions driving the underlying strategy have stubbornly remained the same. Campaigns treating Latino voters as an afterthought aren’t failing for lack of information. They’re simply making the same avoidable mistakes: arriving late and leaning on stale assumptions.
Latino voters are the second-largest voting bloc in the United States and they are the youngest and fastest-growing segment of the electorate. As the last four years has demonstrated, they are genuinely persuadable swing voters whose support can singlehandedly decide a race.
This report is organized around four areas of focus for campaigns that want to truly understand Latino voter behavior in 2026.
Download the free report, Understanding the Latino Voter in 2026, by filling out the form.
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