Following a major shift to the right and significant losses among Latino male voters, Ruben Gallego, a Latino Democrat and senator-elect, has some pointed advice for his party's leaders and top advisers: "Go touch grass and meet real Latinos."
While speaking with CBS News, Gallego called for a shift away from a one-size-fits-all approach to engaging this crucial voter base. The Democrat defeated Republican Kari Lake in the Arizona race, spotlighting his campaign's innovative outreach to Latino communities, which he said could offer a template for Democrats.
Traditional campaigning methods often fail to resonate with Latino voters, according to Gallego. His team organized rodeos, boxing watch parties, and "carne asada" cookouts, connecting with voters in casual settings. He also reached construction shift workers directly at their job sites, bringing food to workers after early-morning shifts, rather than relying on door-to-door canvassing during hours when workers are often unavailable.
"Talk to them. And talk to them as often as possible," Gallego said. He cautioned Democrats against relying on TV ads alone to communicate with Latino voters, explaining that Latinos value face-to-face interactions and often feel overlooked by national campaigns.
Gallego also addressed how Democrats discuss immigration, saying his first Spanish-language TV ad focused on border security. He noted that many Latinos in Arizona view the border crisis as "chaos" and have grown skeptical of promises about comprehensive immigration reform. Instead, he suggested prioritizing border security to rebuild trust.
Gallego warned that economic issues, especially inflation, are a growing concern among Latino men. Reflecting on his own working-class background, Gallego said, "Growing up working class, there's nothing more hurtful than working hard and then not being able to provide for your family." He added that many men he spoke with felt they were falling behind despite their efforts, a sentiment he said Democrats must address head-on.
Although Gallego is viewed as a potential rising star within the Democratic Party, he dismissed questions about a future presidential run. When CBS's Ed O'Keefe pressed him, he replied, "Can I rule out running? I can rule out a lot of things," adding with a laugh, "Cálmate"— Spanish for "calm down."
Despite recent anti-immigration rhetoric, Republicans have made historic inroads with demographics like Latinos—who have been a target voter base for almost a decade. This rightward shift did not come as a surprise to many experts.
Gustavo Arellano, a columnist for the Los Angeles Times, coined the term "rancho libertarian" to describe Latinos who are "proud of their family's rural immigrant roots but fully of this country. Working class at heart, middle class in income." As he said, "rancho libertarians" prioritize issues like economic stability over immigration reform, aligning more closely with conservative values on economic and cultural issues.
Recently, Florida Senator Marco Rubio sharply criticized Democratic political consultants, accusing them of misunderstanding the concerns of Hispanic voters and pushing many toward the Republican Party. Rubio, an ally of Donald Trump, claimed that Democrats' strategy to reach Latino communities has been ineffective and said they need to reconsider their approach. "My free advice to Democrats is to fire all these consultants, pollsters and so-called experts that give you advice on how to reach the Hispanic vote. They don't know jack."
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