Spanish Economic Messaging for Latinos
Recognizing the massive importance of the economy to determine the results of the election, we partnered with Somos Votantes and Winning Jobs Narrative to test effective Spanish-first messaging related to the state of the economy, hoping to develop successful frameworks for messaging around the economy and other salient issues.
We found great success in talking about the economic struggles working people are experiencing in a way that reflects their values and centers them as the “heroes” of the story – focusing on the value of their work and putting the government, parties, and candidates in supporting roles. The most moving message on motivation and vote choice was centered around the idea that the economy depends on and benefits from the work of hardworking people.
Importantly, we also found that voters did not respond positively to the villainization of specific groups or people – but instead were more responsive to the calling out of villainous behaviors.
Key takeaways
- Focus on respecting/valuing hard work, personal responsibility, and self-sufficiency
- Situate working Latinos as the engine of the economy
- Villainize behaviors over groups
- Show ways Democrats care (and deliver!) for working people - in a supporting role, not as the hero or savior of the story
Read More
We work toward a more sophisticated understanding of the experiences, issue preferences, and political identities of Latino and Hispanic voters.
Category
Blog title heading will go here
Lorem ipsum dolor sit amet, consectetur adipiscing elit. Suspendisse varius enim in eros.
.png)
Election Analysis
Latino State of Play: 2025 Elections and New Equis Polling
Survey conducted 10/15 – 10/29 via phones and text-to-web with 2000 registered voters who identify as Hispanic or Latino nationally. The sample included an oversample in the following pooled competitive congressional districts (all 10%+ Latino CVAP): CA-03, CA-09, CA-13, CA-22, CA-27, CA-40, CA-41, CA-45, CA-47, AZ- 01, AZ-06, NV-03, NM-02, CO-08, TX-28, TX-34, TX-35, TX-15, NJ-07, NJ-09, NY-03, NY-04, NY-17, PA-07, PA-08. The national sample was weighted to match the composition of registered voters modeled as Latino by state, gender, age, education, and 2024 vote recall. The sample was also weighted by age, education, 2024 vote recall by gender, and geography, to match the composition of registered voters modeled as Latino in each state with a sample size of 175+ (CA, FL, TX), in the Mid-Atlantic region (DE, MD, PA, NJ, and NY) and the Southwest region (AZ, CO, NM, and NV). Language of interview, place of origin, education and other variables were monitored during the fielding. The survey was conducted in English and Spanish, according to the respondent’s preference. MoE is ~2.0 % for the full sample, ~6.0% for FL, the Mid-Atlantic, and Southwest, ~5.0% for TX, and ~4.0% for CA.
Election Analysis
Memo: Latino Voters in Arizona September 2025
This memo summarizes key findings from a statewide poll of 600 registered Latino voters in Arizona, conducted September 18-23, 2025. The poll has a margin of error of ± 4.0 pp. This research was conducted by Equis Research in partnership with Progress Arizona and the Copper State Research Consortium. Arizona has approximately 1.3 million eligible Latino voters — 25% of the state’s potential electorate — positioning Latino voters to once again play a decisive role in Arizona elections. This poll explores how Arizona's Latino voters are evaluating the current political landscape, including the state's gubernatorial race, economic priorities, immigration enforcement, and views on Trump's presidency.
Election Analysis
Memo: Summer 2025 Latino PulseCheck
This memo summarizes key findings from a national poll of 2,000 registered Hispanic voters, with an oversample in competitive congressional districts that are at least 10% Latino by eligible population. This poll was conducted July 21-31, 2025 and has a margin of error of ± 2 pp
Issues
July 2025 Poll on Latinos, Trump and the Economy
This memo summarizes key findings from a national poll of 1,614 registered Hispanic voters, conducted with Data for Progress from July 7 to 17, 2025. This poll has a margin of error of ± 2 pp.
Stay in the loop with Equis
Equis is a set of organizations working to create a better understanding of Latinos, innovate new approaches to reach and engage them, and invest in the leadership and infrastructure for long-term change and increased engagement.