March 15, 2024

Blurred image of a woman smiling and pointing with an “I Voted” sticker on the tip of her finger in focus.

The growing influence of Hispanic and Latino voters.

And how to connect authentically with this key voter bloc in 2024 and beyond.

The body politic of the U.S. is constantly shifting.

Case in point: Hispanic and Latino voters now make up a large portion of today’s electorate and are poised to play a major role in the upcoming general election.


According to the U.S Census Bureau, the Hispanic and Latino population in the U.S. is over 63 million as of July 2022.1

Together they form one of the fastest-growing ethnic voter groups in the U.S.2

  • Hispanic voters have increased by 4.7 million since 2018.2
  • Latino voters account for 14.3% of all eligible voters.2

Those are powerful numbers. And why campaigns need to take heed—and adapt their messaging to resonate authentically.

With change comes opportunity.

Hispanic and Latino party-affiliation has varied over recent election cycles, creating more of a swing voter mentality.

37 percent

37% of Hispanic and Latino voters who voted democratic in 2018 did not vote in the 2022 midterm elections.3

What does this all mean? Voting patterns are changing—opening the gate for political campaigns on both sides of the aisle to gain traction.

So how can your campaign connect authentically with Hispanic and Latino voters?

Get to know who they are.

Understand their unique differences, culture, and backgrounds while also acknowledging the inequities they’ve faced and often still do.

For example: Be sensitive to the fact that Hispanic usually refers to people from a Spanish background, while Latino typically refers to people from a Latin American background.

Speak to their needs directly.

Share your candidate’s stance on issues most relevant to Hispanic and Latino voters, and address how they plan to solve or improve the situation.

For example: Economic equality tends to be a priority, such as access to affordable healthcare, as well as employment and higher education opportunities.

The power of direct mail to win over Hispanic and Latino voters.

Political mail is trusted. More than half of all Hispanic and Latino voters trust political mail more than TV and online ads.4

Illustration of an open envelope with a checkmark on a card sticking out.

Personalization makes a difference. 51% of Hispanic voters are more likely to read a mail piece if they receive it in Spanish.4

Illustration of a hand holding a postcard encouraging people to vote.
Screenshot of the Hispanics and Mail infographic.

Hispanics and Mail Fact Sheet

Explore the fact sheet to learn how mail can help your campaign resonate.

Get the Fact Sheet