In a recent appearance on the popular political podcast Pod Save America, former Obama administration adviser Dan Pfeiffer warned that the Democratic Party must address the growing shift in Latino voter support if they are to remain competitive in future elections. According to Pfeiffer, who was a senior communications adviser during both of Obama’s presidential campaigns, the party’s inability to retain Latino voters could have far-reaching consequences for the 2024 presidential race and beyond.
Pfeiffer’s comments come on the heels of a 2024 election cycle in which Republicans made significant inroads with Latino voters, particularly in key swing states like Florida, Arizona, and Texas. While Democrats have long counted on the Latino vote as a pillar of their electoral coalition, the 2024 results showed a disturbing trend: Latino support for Republicans increased by 10% compared to the 2020 election. In 2020, Joe Biden won Latinos by a margin of 59%, but in 2024, the margin dropped to 54%.
This shift is not isolated to one region of the country. Latino voters, particularly Latino men, have become more likely to align with Republican candidates, who have increasingly catered to this demographic with messages focused on economic opportunity, national security, and family values. In Florida, Latino voters helped propel Governor Ron DeSantis to re-election, while in Texas, Latinos in suburban areas voted for Republican candidates at higher rates than in previous elections.
Pfeiffer attributes this shift to a combination of factors, including dissatisfaction with the Democratic Party’s handling of issues like immigration, economic stagnation, and crime. He argues that while many Latinos continue to identify with the Democratic Party’s values, they have grown frustrated with what they perceive as the party’s inability to address their concerns effectively.
“The Democratic Party has taken Latino voters for granted for too long,” Pfeiffer said. “We’ve assumed that Latinos will always be with us, and that’s simply not true anymore. If Democrats don’t make a concerted effort to win back this group, they’re going to lose key battleground states and eventually the presidency.”
The Latino vote is especially important in states with large populations of Mexican-American, Puerto Rican, and Cuban-American voters. In Florida, for instance, Latinos make up more than 20% of the state’s electorate, and their votes could make the difference in a tight contest. Similarly, in Arizona, where Latinos represent roughly 25% of the electorate, the state has become a critical battleground in recent years, with both parties vying for their support.
Political analysts agree with Pfeiffer’s assessment, noting that the changing demographic landscape in the U.S. requires both major political parties to pay closer attention to the concerns of Latino communities. Some have suggested that the Democratic Party should focus more on economic policies that resonate with Latinos, such as expanding access to affordable healthcare, increasing wages, and addressing rising housing costs.
In addition to economic issues, immigration remains a key concern for many Latino voters. While President Biden has made some strides in addressing immigration reform, his administration has faced criticism for its handling of the situation at the U.S.-Mexico border. The lack of comprehensive immigration reform and the continuation of harsh border policies have left many Latino voters feeling disillusioned with the Democratic Party.
As the 2026 midterms approach, the Latino vote is expected to play a decisive role in several key races. Both parties are already ramping up their outreach efforts, with Republicans trying to expand their appeal among Latinos, particularly in the West and South, and Democrats attempting to rebuild their support base.
Pfeiffer’s warning is a wake-up call for the Democratic Party. If they fail to address the concerns of Latino voters and adapt to the changing political landscape, they risk losing a vital component of their coalition for the foreseeable future.
