Long forgotten: Election after election, campaigns fail to pursue the Latinx vote

As we celebrate National Hispanic Heritage Month, everyone is stating that the Latinx vote is critical to winning the presidential election.

However, I have heard this for the past several elections. It’s nothing new. Throughout National Hispanic Heritage Month, which runs from Sept. 15 to Oct. 15, I have reflected on this. Everyone wants Latinx people to vote and yet no one wants to invest the time or money in reaching eligible Latinx voters.

At minimum, more investment should be made in advertising and creating outreach campaigns that are culturally and linguistically relevant. But the more important issue is that no candidate is talking to us, no one is reaching out to us.

If you want the Latinx vote, you must engage with the community.

Our vote is key, not only in the battleground states that have a significant Latinx population, such as Nevada, Colorado and Arizona, but in Southern battleground states, such as Georgia. Consider this fact: Latinx people are the second-fastest growing group of Georgians, according to the 2020 U.S. census, after people who identify as Black. Yet, the majority of Latinx voters report limited outreach from both parties in Georgia.

The Southern Poverty Law Center is combating such neglect of our community with the voter engagement campaign Decidimos, or “we will decide.” It targets young Latinx voters and recognizes the power of Latinx voters to decide winners.

Our campaign is not solely focused on Georgia, but Alabama, Florida, Mississippi and Louisiana. The Latinx population is not only growing in these states, but the number of Latinx voters as well. Our vote and influence are important and will become significantly more important in upcoming elections. It’s just that simple.

That is why this National Hispanic Heritage Month, let’s not just celebrate the community’s wonderful cultural and historical contributions, but let’s take Latinx voters seriously and engage with them.

There still is time. We want to hear from you.

Here are three more essential actions:

• Registration.

  Efforts should be made to register eligible Latinx voters since a considerable percentage of them are unregistered. Trust and relationships must be established through door-to-door and community registration events.

• Voting.

  It’s important to empower registered Latinx voters with knowledge and confidence to cast their votes, particularly first-time voters who may face language barriers and unfamiliarity with the voting process.

• Participation.

  As of the 2020 census, Latinx people make up 19% of the U.S. population; however, we make up less than 2% of those who hold political office. If we are going to advance, we need to increase the number of Latinx people running for office at all levels of government. The state level, for example, is where much of the anti-immigrant legislation starts. It’s also where the majority of elected officials don’t reflect the communities they serve.

As we celebrate this year’s Hispanic Heritage Month, remember democracy is participatory and the largest minority group in the nation should have a greater voice. That is why I will show my power by voting, and you should, too. Let’s channel labor leader Dolores Huerta by proclaiming, “Si se puede” and get Latinx voters to the polls.

Picture at top: With Latinx populations on the rise in battleground states such as Georgia, it's long past time for candidates to engage with Latinx voters. (Credit: SPLC)