New research from TelevisaUnivision Consumer Strategy & Insights has revealed that only 3 in 10 Latinos in Florida believe the country is headed in the right direction, underscoring the need for both Democratic and Republican campaigns to engage Latino voters with culturally resonant language and messaging.
In that vein, the study also revealed that two-thirds of Florida Latinos appreciate when candidates advertise in Spanish, viewing it as a demonstration of the candidates' desire for their vote.
In regards to the study, Michele Day, Senior Vice President of the Political, Advocacy, and Government Group at TelevisaUnivision said:
"While statewide races in Florida have trended towards Republicans in recent years, Democrats cannot take Florida's Hispanic voters for granted. Engaging this critical audience early and often through Spanish language advertising will be key if Democrats are to rebuild former Democratic strongholds like Miami-Dade County. Political campaigns on all ends of the spectrum need to ensure their advertising culturally and linguistically appeals to this vital demographic, especially in a state with a high density of Hispanic voters."
According to the research, key issues for Latino voters include the cost of living, inflation, and the economy/jobs, mirroring the concerns of the broader electorate. However, the research indicates that Latinos are more concerned about affordable housing, gun control, and climate change compared to non-Latinos.
When it comes to immigration, the study found that 74% of Latino voters believe all migrants entering the U.S. should be fully vetted, a view shared by 78% of non-Latinos.
In a somewhat alarming insight, a whopping 8 in 10 Latinos find it increasingly difficult for middle-class families to prosper in the U.S., yet they remain more optimistic than non-Latinos about their personal economic future.
The study also provided insight on the closely contested Senate race between incumbent Republican Rick Scott and Democrat Debbie Mucarsel-Powell. According to TelevisaUnivision, Scott holds a narrow 2-point lead among both Latino (27% to 25%) and non-Latino voters (34% to 31%).
Furthermore, Mucarsel-Powell finds her strongest support among parents and voters aged 18-34, while Scott's support base includes men, married couples, and adults over 35. .
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