Celebrating Hispanic-Latino Heritage Month 

From September 15 to October 15, Hispanic-Latino Heritage Month is celebrated as a time to honor the cultural richness, traditions, and achievements of Hispanic and Latino communities. It’s an opportunity to recognize the vital role Latino voters and leaders play in shaping our democracy. 

At DSPolitical, we’re proud to work alongside Hispanic-Latino candidates and campaigns, helping elevate their voices and connect with voters in ways that truly resonate. Learn more about some of the inspiring candidates we partnered with in 2024 here.

Reaching Latino Swing Voters Where They Are

In the 2024 presidential election, 48% of Hispanic voters supported Donald Trump, a sharp increase from 2020 that narrowed the partisan gap. But since then, the landscape has shifted. As economic and cultural challenges persist, many Latino voters are showing declining confidence in the Trump administration’s approach. 

A July 2025 Equis poll found that nearly a third of Latinos who supported Trump in 2024 are not planning to back a Republican in 2026. While many disapprove of his handling of the economy, 54% believe conditions could improve, though it’s too soon to tell—a sign of cautious optimism. Uncertainty is also on the rise: in May 2025, 8% of Latino Trump voters were undecided about which party to support in 2026; by July, that number had climbed to 20%. This volatility emphasizes how critical it is to connect with persuadable voters in ways that cut through the noise.

The best place to reach Hispanic voters is where they already spend their time—on streaming platforms. In fact, 56% of Hispanic swing voters stream content weekly, while only 38% watch cable. This shift makes CTV a critical channel for campaigns. Our report Swing Voters Stream explores this opportunity in depth, and our eBook Win the Streaming Majority offers practical guidance for building a winning CTV strategy.

For campaigns, the takeaway is clear: Latino swing voters are open to shifting their support, but only if reached with authentic, culturally resonant messaging on the platforms they trust most.

Innovating Outreach for a Diverse Latino Electorate

The Latino electorate is far from monolithic—generational, cultural, and regional differences shape how communities engage politically. Campaigns that recognize this diversity and move beyond one-size-fits-all messaging are better positioned to build trust and boost turnout.

To support that effort, DSPolitical developed the Spanish Language Preference Model in partnership with INTRVL, which identifies voters who prefer Spanish, a specific dialect, or bilingual content. Tested in a June 2024 randomized controlled trial (RCT), the model increased turnout by +1.05% overall, with even greater gains among young voters (+1.82%) and men (+1.44%).

Recognized at the Reed Awards, Polaris Awards, and Pollie Awards in 2025, our model has proven to be one of the most effective tools in modern campaigning. As the Latino electorate grows and diversifies, campaigns must invest in authentic, culturally resonant outreach to ensure every community is represented at the ballot box.

Celebrating Latino Leadership

Latino leaders across the country broke barriers and won critical races in 2024, showing the power of representation and resilience. We’re honored to have supported campaigns that are shaping a more inclusive and representative democracy.

• Ruben Gallego’s victory in Arizona marked a milestone for Latino leadership on the national stage. His campaign highlighted his record of service, healthcare advocacy, and commitment to equity, earning support from communities across the state.
• In Nevada, Cinthia Moore (2024 DSPolitical Ad Grants Recipient) championed Latinx voices and grassroots leadership throughout her campaign. Her dedication to community representation helped secure her State House victory, strengthening Latino leadership in state government.
• Vicente Gonzalez secured reelection in a competitive Texas race by building broad support among Latino voters. His victory reflects both his strong record in Congress and the growing influence of Latino communities in shaping federal policy.

Latinos today are rising through local and statewide offices with authenticity, grit, and vision. Their victories mark a turning point, expanding Latino influence in government and setting the stage for even greater progress in the years ahead.

Moving Forward 

As we celebrate Hispanic-Latino Heritage Month in 2025, we know the work is far from finished. Latino voters are the fastest-growing community within the U.S. electorate, and campaigns must continue investing in meaningful outreach that honors cultural identity, overcomes barriers, and empowers communities.