Democrats are gearing up to win back Latino voters, a crucial demographic that showed dwindling support for the party last year. However, the challenge remains to craft a campaign message that transcends simply opposing former President Donald Trump.

Recent polls sponsored by Latino voter advocacy group Somos Votantes reveal a significant drop in Trump's approval ratings among Latino voters, plummeting further after a consistent decline since early this year. Trump’s personal favorability has dipped by 26 points, with his economic management also facing disapproval—30 points underwater as reported by a GSG-conducted survey.

Melissa Morales, president of Somos, criticized Trump for not fulfilling his promises on reducing costs, a pivotal issue for many voters. "Donald Trump promised to slash prices on day one, a claim he repeatedly made but failed to deliver on," Morales stated. She emphasized the necessity for both political parties to provide a "positive economic vision" to attract Latino support.

In recent off-year elections, Latino voters have shown a renewed preference for Democratic candidates, particularly in states like New Jersey and Virginia where they played a significant role in Democratic victories. These trends suggest a potential shift back to the Democrats, bolstered by their focus on affordability and economic issues.

Morales advises that Democrats need to offer more than anti-Trump rhetoric. "The Democratic message can’t just be anti-Trump," she explained. "It has to be about providing Latino voters with a positive economic vision for the future."

Despite these insights, Republicans remain optimistic about regaining Latino support by the midterms, citing previous electoral successes and engagement efforts. Christian Martinez, from the National Republican Congressional Committee, argued that the GOP continues to appeal to Hispanic voters by promoting opportunity and security.

The polling data also highlighted widespread concern among Latino voters regarding the rising cost of living, with 64 percent expressing extreme anxiety about their financial situations. This sentiment could play a crucial role in upcoming elections, with 45 percent of Latinos blaming Republicans for economic hardships, compared to 24 percent pointing fingers at Democrats.

Pollster Rosa Mendoza noted the mismatch between Republican messaging and voter concerns. "Republicans emphasized core messages about economic security during the 2024 election, yet it seems to have fallen short of expectations," she said.

The survey conducted by Global Strategy Group from November 4 to 12 included 800 Latino registered voters and has a margin of error of plus-or-minus 3.5 percentage points. As both parties recalibrate their strategies, the Latino vote stands as a pivotal battleground in shaping future political landscapes.