Article originally published on Orlando Business Journal
The million-dollar question for politicians from every party is: How do we win the Hispanic vote?
According to an analysis of Census Bureau data by the Pew Research Center, there are 25.2 million Hispanics eligible to vote. That represents 11 percent of all voters nationwide. That number continues to grow rapidly and will play an important role during the 2016 presidential elections.
Hispanics make up more than 10 percent of eligible voters in three states: New Mexico 40.1 percent; Texas 27.4 percent; and New Jersey 12.8 percent.
Nationally, Hispanics tend to vote for Democrats. In 2012, 70 percent voted for Barack Obama. Even Democrats comfortably won the Hispanic vote in nearly all states that had key Senate or gubernatorial races during midterm elections. Republican candidates won more than 40 percent of the votes in some states based on a Pew Research Center analysis of National Election Pool reported by NBC news. Republicans now will take control of the U.S. Senate for the first time since 2007.
The main shift during this year’s midterm election campaign was how toxic politics have become — from slander between candidates to messages that promoted fear and aggression. These campaigns were not about the people and the problems our nation faces on a daily basis. It was more about promoting the power and control of the parties and their politicians.
Some people rejoiced and said this new wave of House and Senate representatives will take over the hill and bring an end to the President’s agenda. Others, not sharing the sentiment, wouldn’t allow people from different parties to share the same room after the election results were delivered. Politics are going through an identity crisis, not uniting people, but rather, separating them by colors and ego.
Politicians who want to win the Hispanic vote must understand the Hispanic culture and heritage, address issues that truly affect and matter to this community and the nation, and focus on issues that unite people rather than divide them. Educate and inform Hispanics about early voting, how tight the elections can be and how powerful their vote is. People will become more excited and engaged. Not necessarily for a specific candidate, but more because you are acknowledging and respecting their community. Respect is a key motivator for Hispanics.
Here are five tips for politicians to keep mind for the next election:
- Hire the experts: Hispanic consultants can help you engage more efficiently and effectively with this community. Choose someone who has a clear understanding of this market and proven results. Designate a Hispanic campaign manager to assure accuracy and the right involvement in the community.
- Speak the language: Some candidates try to speak on camera with a broken Spanish accent. The TV spot turns into a 30- or 15-second bad soap opera episode. If your running mate is Hispanic, he should be the one endorsing and delivering the message. If you don’t have a Hispanic running mate, look for key community leaders who will endorse your campaign.
- Deliver the message: Stay away from a literal translation of an Anglo campaign. Craft messages, marketing materials and speeches created by Hispanics for Hispanics. Highlight the issues that really affect their community and the nation. Empower them to vote. Recognize that they are important to your success.
- Invest in the right resources: Hispanic media is a powerful source and the bridge to connect you with the community . Partner with them, participate in their round table press conferences and be available when they need you.
- Participate in the community: Make a genuine effort. Hispanics like the face-to-face interaction. It is their way to get to know you better, and it is your way to gain their trust and respect.
Hispanics are the fastest growing ethnic segment in America expected to grow 167 percent by 2050, compared to 42 percent for the total population. They are an influential, economic powerhouse that will make or break upcoming elections. It is time for politicians to be united, communicate and respect each other. They are in the government for the people, by the people — one nation comprised of more colors and cultures than ever before.