These themes — family, military service, economic underdogs — are a mix of populist and conservative. They are also a reminder of why the Democratic Party has turned off some voters, including Latinos, with an increasingly liberal message over the past decade. That liberal message tends to downplay the country’s distinctiveness and highlight Americans’ differences rather than their similarities.
“Hispanics appear to be increasingly turned off by progressive mottos and movements,” Mike Madrid, a Republican consultant, wrote for Times Opinion.
After Latino voters shifted toward Republicans in 2020, Equis Research, a public-opinion firm focused on Latinos, spent months trying to understand why. Equis concluded that while most Latino voters did not particularly like Trump — and opposed some of his policies, like family separation and corporate tax cuts — they preferred his approach on several big issues.
Many were uncomfortable with some Democrats’ openness to socialism (and were bombarded with Republican ads about it). Many agreed with Trump about the importance of border security. Some thought the Democrats ignored actual Latino concerns (as opposed to political activists’ impression of those concerns).
Above all, many Latinos liked Trump’s emphasis on reopening the economy, Equis found. Asked if they approved of his policy of “living without fear of Covid,” 55 percent of Latinos said yes. Even now, with highly effective vaccines and treatments available, some liberal Democrats continue to favor indefinite Covid restrictions.
“I’m super Mexican, but just the way he wanted to keep jobs here, and the way he wanted to promote the economy, that was something admirable,” said a 33-year-old Texas woman who voted for Obama, skipped the 2016 election and voted for Trump in 2020.