Assembly Required with Stacey Abrams

Episode 73: Here’s How Democrats Can Win Back Latino Voters
Release Date: February 24, 2026

Episode Overview

This episode dives deeply into the shifting dynamics of Latino voters in the United States—a critical group for Democrats as political power continues to rebalance post-2024. Host Stacey Abrams is joined by Chuck Rocha (Solidarity Strategies) and Clarissa Martinez de Castro (UnidosUS) to discuss why Democrats lost ground with Latino voters; how Republican approaches to economics, immigration, and voter suppression have influenced Latino political participation; and what Democrats need to do to win back trust and build lasting alliances with America’s growing Latino electorate. The conversation is data-driven, honest about hard truths, and focused on actionable steps for political operatives and concerned citizens alike.

Key Discussion Points & Insights

The Importance of Latino Voters in 2026 and Beyond

• Latino voters are pivotal swing voters, with 1 million new Latino US citizens turning 18 every year, making them a fast-growing and young electorate.

  • Clarissa Martinez: “About one fifth of Latinos who are voting... do so for the first time.” (11:53)
  • In 2024, over 16.5 million Latinos voted, but the gain was less than previous years—indicating both growing size and stagnating enthusiasm. (11:53)

• The diversity within 'Latino' and 'Hispanic'

  • Rocha explains the “melting pot” nature, noting that though 65% of US Latinos have Mexican heritage, the identities and political priorities differ widely by origin, geography, and generation. (08:27)
  • Notable Insight: Most US Latinos prefer the term “Hispanic” over “Latino”, but both are widely accepted. (09:45)

• Swing votes and party fluidity

  • Traditionally, roughly two-thirds of Latino voters have leaned Democratic, but in recent cycles, Republican candidates have made notable gains, especially among Latino men or in places like Florida and South Texas. (13:32, 20:21)
  • Younger Latinos are increasingly independent and skeptical of both parties, a trend mirrored in other cohorts. (18:20)

What Went Wrong for Democrats in 2024 & 2025

• Lack of substantive, consistent engagement

  • Rocha: “If you just leave a Latino voter… out there to make up their own mind, they're going to consume information where they can.” (21:05)
  • Historically, Democratic campaign funding and outreach have been concentrated in battleground states and white suburban communities, neglecting the majority of Latinos who live in non-swing states like Texas, California, and Illinois. (21:05)

• Republican gains driven by economic anxieties

  • Both Martinez and Rocha point out that economic discontent, not just culture-war issues, fueled Republican inroads with Latino voters, especially men. (18:20)

• Consultant and candidate blindness

  • Rocha critiqued the overreliance on polling, late outreach, and white-dominated consultant class, urging a focus on hiring staff who reflect Latino communities and understand their realities. (28:49)

  “If you hire the same old consultants, you get the same old results.” — Chuck Rocha (28:49)

What Actually Motivates Latino Voters?

• Top issues: Cost of living, jobs, housing insecurity, health care—not just immigration.

  • Immigration spikes in importance in moments of crisis or demagoguery but is not the day-to-day top concern for most Hispanic voters. (25:01)
  • Martinez: “The majority of the Hispanic community is working class...cost of living has been exacerbated by the pandemic.” (25:01)

• Aspiration and entrepreneurship

  • Latinos are the most entrepreneurial demographic, and remain highly aspirational—Democrats should appeal to “hope, housing and health care.” (36:35)

  “We still feel like we can get there. That’s why the highest demographic of entrepreneurship is with Latinos. We're starting businesses.” — Chuck Rocha (36:35)

How Democrats Can Win Back Latino Voters

1. Hire and Empower Latino Talent

• Campaign teams should reflect the voter base. Hire campaign managers, consultants, and organizers from Latino backgrounds for authenticity and message resonance. (28:49, 33:40)

2. Start Earlier, Aim Broader

• Begin campaigning well before election season; expand outreach to all potential voters, not just habitual primary voters. (28:49)
• “Start earlier than you ever think you need to start talking to people...expand your target, not to just regular primary voters…talk to everybody, knock on their door, have a conversation.” — Chuck Rocha (30:52)

3. Culturally Competent, Continuous Messaging

• Move beyond last-minute, stereotyped appeals—immigration is not the only issue.
• Meet people where they are—digitally, on Spanish-language radio, in workplaces, and in their communities. (30:52)
• Memorable Tactic: Rocha bought Spanish radio ads during the day, reaching workers listening all day, not just drive-time. (30:52)

4. Train a New Class of Latino Political Operatives

• Build a pipeline of Black, Latino, and Asian American strategists and campaign staff—reflecting the future of Democratic coalitions. (33:40)

5. Expand Fight Against Voter Suppression

• Republicans are actively suppressing Latino and Black votes through redistricting, intimidating new voters, and targeting voter registration efforts. (48:25)
• The “psychic effect” of voter suppression can be as damaging as policy changes—combatted by information, community efforts, and visible legal support. (50:01)

> “Voting can feel like a very lonely act, right? It's you and the voting booth. Our community is very social…we encourage people to go together, to be support for each other.” — Clarissa Martinez de Castro (51:40)

Immigrant Justice & The Human Rights Crisis

• ICE detention centers as humanitarian crisis

  • Abrams details the spread of ICE 'mega centers,' child detainment, and bipartisan local opposition. (04:30)
  • Communities have successfully blocked a handful of new detention centers, but the fight is ongoing—and requires increased national attention and protest. (06:30)

  “America hasn't had mass prison camps since the shameful decision to set up internment camps…we don't have to repeat our worst histories.” — Stacey Abrams (06:30)

Community Action & Homework

• Voting—individually and as a community—is the first step.

• Get involved in local advocacy against detention centers and for humane immigration policy.

• Use community organizations like UnidosUS for data, resources, and voter registration or support.

• Encourage and train new generations of political leaders and operatives from Latino backgrounds.

  “Each one puts a little grain of sand and that becomes big. That's certainly the case with voting and how we're showing up for neighbors…” — Clarissa Martinez de Castro (61:13)

Notable Quotes & Memorable Moments

• On Voter Suppression
  “ICE at the polls...is designed to specifically dissuade voters from showing up. It was even threatened during the California special election on redistricting.” — Stacey Abrams (48:25)
• On Economic Priorities
  “Hope, housing and health care. That's where Latinos are. Sure, they don't like the ICE stuff…but they need housing and they want health care and they want some hope.” — Chuck Rocha (36:35)
• On Campaign Strategy
  “Start earlier than you ever think you need to…expand your target…talk to everybody, knock on their door.” — Chuck Rocha (30:52)
• On Personal Empowerment
  “I've never been to college a day in my life, I'm a convicted felon and I was a teenage father...and I get to try to make change every day.” — Chuck Rocha, on getting involved in politics (59:51)
• On Collective Action
  “Each one puts a little grain of sand and that becomes big…how we are showing up for each other brings me hope.” — Clarissa Martinez de Castro (61:13)

Timestamps Quick Guide

• 02:03 — Introduction: framing of the episode/theme (immigration, Latino power, SOTU)
• 08:01 — Guests introduced, discussion on Latino vs. Hispanic, diversity within the electorate
• 13:32 — Electoral breakdown: who Latino voters chose post-2024, fluidity and implications
• 18:20 — Why economic frustration matters, and the Republican/Trump appeal
• 21:05 — What most campaigns get wrong; importance of intentional investment and state-level nuance
• 24:44 — Data: UnidosUS Hispanic Electorate Data Hub; reality checks on immigration/abortion priorities
• 28:49 — Concrete strategic advice for campaigns: staff, timing, outreach method
• 33:40 — Why authenticity in operatives matters; Abrams' own pipeline-building efforts
• 36:35 — What shifting allegiances actually mean for 2026 and 2028
• 44:45 — Systemic immigrant rights abuses and the political response
• 48:25 — GOP playbook for electoral intimidation and the chilling effect
• 50:01 — Proactive strategies for combatting suppression and boosting turnout
• 57:16 — New organizing strategies: digital messengers and local influencers
• 59:51 — “Homework”: what listeners can do now to help—vote, organize, build power
• 61:13 — Martinez’s closing—democracy as fragile, every grain of sand adds up

Action Steps

• Visit unidosus.org and their Hispanic electoral data hub for critical data and updates.
• Learn about and oppose ICE detention facilities in your community—call local officials, organize protests, and support affected families.
• Call detention centers (Dilley at 830-378-6500; CoreCivic at 877-834-1550) and demand humane treatment and family unity.
• Share voting information in both English and Spanish; encourage turnout and collective voting efforts, especially for primaries.
• Foster a diverse and authentic bench of political operatives and candidates—bring new voices to campaign tables in your state/district.
• Remember: participation is cumulative; every action and every new voter builds political power.

This episode shines as a comprehensive, honest, and practical roadmap for those committed to winning—not just elections, but the moral and democratic future of the country, with Latino voters front and center.