EL SEGUNDO, Calif. — Latino voters are the second-largest ethnic voting group in the country, but they are often misunderstood and overlooked by candidates and campaigns.
That inspired veteran political consultant Mike Madrid to write a new book, released this week, called “The Latino Century: How America’s Largest Minority is Changing Democracy.”
No, this may not be a fun book to read on a summer beach, but it is a timely and insightful look at a demographic that could make a big difference in a presidential election.
The Madrid perspective is unique.
He became a Republican at a time when the GOP was largely unrepresented among Latinos, a situation that Madrid points out is not so different from today.
“Let’s not forget that in the late ’70s we had very serious inflation, very serious concerns about the currency, extraordinary problems in the Middle East and a leadership that was perceived as weak. These are the three dynamics that are driving this upcoming election,” he said.
While Madrid is no fan of former President Donald Trump (he was part of an anti-Trump Republican group known as the Lincoln Project), the author notes that many perceive Trump as the stronger of the two candidates.
“And in times when things seem shaky, those types of people do have some support, especially among less-information voters,” he added.
But Madrid also points out that a lot has changed in recent decades, especially when it comes to Latino voters.
“The Latino voter of today and tomorrow is going to be radically different than the stereotypes we’ve had of the Latino voter for the last 30 years,” Madrid said.
He points out that many Latino voters are third or fourth generation and have very different views on issues than their parents or grandparents.
Madrid argues that for decades issues like immigration and labour have dominated the debate, but that things have changed.
“We’re witnessing a radical shift from a race- and ethnicity-based electorate to an economic and class-based electorate,” he said.
Learn more about how politicians can best engage a new generation of Latino voters and why Madrid decided to team up with Democrat and former Los Angeles Mayor Antonio Villaraigosa on his gubernatorial campaign in the book, “The Latino Century.”
