How Trump Made Historic Gains Among Latino Voters
Political science professor Eduardo Gamarra from Florida International University appeared on America’s Newsroom to discuss Donald Trump’s potential to boost his support from Latino voters in the upcoming 2024 presidential election.
As the 2026 midterm elections approach, Ignacio Meyer, Chairman of Televisa Univision, is advocating for a reassessment of political priorities towards Latino voters, whom he describes as a “sleeping giant that never sleeps.”
Meyer remarked to Axios that, “Hispanic voters are largely sophisticated, independent-minded, and willing to be swayed by issues.” Meanwhile, Nicholas Johnston, a publisher, urged at a recent SXSW event in Texas for both political parties to “consider how they’re engaging with Hispanic voters,” emphasizing that these voters do not desire discussions rooted in partisan politics.
Meyer observed that the Latino vote is significantly contested, yet there remains a stark disconnect as various political entities, including Congress and the White House, prepare for the 2026 midterms.
While Democrats celebrated a substantial victory in the 2025 elections, they still face significant underlying challenges.
Meyer pointed out that Hispanic voters have been dubbed the “sleeping giant,” but, he insists, they’re no longer sleeping. In fact, they are an active, influential force and the fastest-growing demographic in America, affecting various realms such as culture and sports.
Trump’s policies on border security and legal immigration are resonating more with Latino voters than many Democrats expected. He won the 2024 presidential election with a surprising 48% of the Latino vote, securing victories in crucial battleground states.
He emphasized the recent Texas primary and the necessity of addressing Hispanic voters in their language, suggesting that political engagement should begin early and be constant, which Meyer feels would positively impact his network.
In the context of health care, the economy, and key voting issues, he noted that those candidates who adequately prepared succeeded, whereas those who did not lost “big.”
Meyer, though not positioning himself as a political expert, acknowledged the importance of campaign focus on Hispanic populations in pivotal races as these voters have distinct visibility and concerns that need addressing.
Meyer pointed out that Univision, the largest Spanish-language network in the U.S., serves as a vital conduit for politicians to communicate with Latino audiences “in their language,” which he feels happens too infrequently.
He questioned why public officials fail to engage with Hispanic communities in a language and cultural context that resonates with them, highlighting the complexities of being a Hispanic American and the challenges immigrants often face.
He argues that Latinos should not be treated merely as a checkbox for political campaigns. Instead, he advocates for genuine engagement, stating that success requires ongoing effort rather than a one-time expenditure.
Democratic Representative Greg Cassar from Texas echoed this sentiment, suggesting that the party’s losses among Latino voters indicate a broader disconnection regarding working-class issues. He urged a focus on economic concerns to rebuild support among this demographic.
