latinos

With less than two weeks before the primary election, Steve Hilton is leading in the polls for governor, and Los Angeles mayoral hopeful Spencer Pratt is making the city’s progressive class sweat.

If the former Fox News commentator and the reality television bad boy move on to November’s general election, they’ll be running as conservatives in a super-blue state and city where most voters loathe President Trump.

The president endorsed Hilton last month, posting on social media that he “is a truly fine man, one who has watched as this once great State has gone to Hell.” On Wednesday, Trump said he wants Pratt to “do well … I heard he’s a big MAGA person,” before claiming that California elections are rigged and that he would have won the state two years ago “if we had Jesus Christ come down and count the votes” because “I do great with Hispanics.”

Trump was right about one thing — the importance of Latino voters. If Hilton and Pratt are to pull off historic upsets, they’ll need this bloc, which has emerged as a mercurial swing vote in local, state and national elections — but only if stirred into action by anger. And if ever there was a year for Latino anger, 2026 is it.

In recent years, Latinos in California have drifted rightward as they tire of Democratic policies, from L.A. City Hall to Sacramento. Rick Caruso captured a majority of the Latino vote in his unsuccessful bid for L.A. mayor four years ago, and there are more Latino Republicans in the state legislature than ever. Some of the most Latino areas in Southern California saw the biggest shifts toward Trump from 2020 to 2024.

Hilton has held town halls in small, Latino-majority cities across a state that’s about 41% Latino. He frequently appears alongside lieutenant governor candidate Gloria Romero, a pioneer in challenging disaffected Latinos to not always vote Democrat.

Pratt has shared AI-generated salsa and merengue songs that hail him as a savior and uses Spanglish when referring to Mayor Karen Bass as “Basura” — trash. He’s starting to roll out endorsements from Latino business groups and held a block party in South L.A. this week for which a Instagram post tried to draw supporters with the promise of a taco truck.

So if the candidates know that Latinos are essential to their long-shot campaigns, why the hell aren’t they running as far and fast from Trump as possible?

Two years ago, Trump — the most anti-Latino president since James Polk — grabbed a larger share of the Latino electorate than any Republican presidential candidate ever had. GOP leaders predicted that Latinos were finally theirs. But Trump annihilated that advantage by launching his deportation deluge. Now, he has turned off even some die-hard supporters by starting a war in Iran, which has further strained an already shaky economy.

Trump annihilated the advantage the GOP had with Latinos by launching his deportation deluge.

(Manuel Balce Ceneta / Associated Press)

A New York Times/Siena poll released this month found that only 20% of Latinos support Trump — the lowest during his two terms. A Pew Research Center survey, meanwhile, found that only 66% of Latinos who voted for Trump now approve of him, compared to 81% of white Trump supporters.

Instead of running away, Hilton and Pratt seem fine with hitching their prospects to this political Titanic.

Hilton sought and received Trump’s endorsement, arguing that it’s better to have a friendly relationship with the White House than the antagonistic path California’s elected leaders have chosen.

But most voters want no part of Hilton’s kumbaya. Proposition 50, a direct rebuke of Trump’s gerrymandering efforts in other states, passed with more than two-thirds of the vote last fall. A CalMatters analysis found that Latino-majority precincts voted in bigger numbers for the ballot initiative than for Kamala Harris two years earlier.

Hilton can promise Latinos his “Califordable” agenda and eat all the tacos he wants. But our economic malaise was caused in large part by Trump, who recently said he thinks about Americans’ financial struggles “not even a little bit.”

For Hilton not to decry such cluelessness is almost as ridiculous as his recent boasts that he — the British son of Hungarian refugees who became a U.S. citizen just five years ago — is the candidate of “legal” immigrants. That’s a callback to the days of Proposition 187, when Republicans obsessed with the state’s changing demographics turned off my generation of Latinos by demonizing our undocumented friends and family. The GOP was finally starting to emerge from the political wilderness with Latinos, but Hilton cozying up to Trump will drag the party back into that weak salsa place.

Pratt has been coyer on his thoughts about Trump, but at least he seems to realize that the president might be a liability. The Republican said his party affiliation doesn’t since the mayor’s race is nonpartisan. He has portrayed himself as focused solely on improving Los Angeles, telling CBS News, “I don’t do national politics. I don’t do tribal politics.”

But for someone who says he wants to make L.A. a world-class city, Pratt seems unconcerned about Trump’s assault on us, including last summer’s unchecked immigration raids and temporary occupation by the Marines and the National Guard. Rather than denounce those moves, Pratt has instead denounced L.A.’s sanctuary city ordinance and vowed to work with ICE and other federal immigration agencies to target bad hombres if he becomes mayor, even though a majority of those rounded up in the raids had no criminal history.

It’s as if Pratt’s understanding of Latino L.A. ends with an Erewhon burrito. He continually platforms supporters who portray L.A. as a multicultural wasteland. And when another mayoral candidate, City Councilmember Nithya Raman, posted Trump’s praise of Pratt on social media, he responded with a snippet of himself making a dismissive face during a debate.

But this is nothing to dismiss. For Pratt and Hilton to win, they need Latinos to believe in them. And why would we believe anyone who hitches their wagon, even a little, to Trump?

Rhetoric dehumanizing immigrant and Latino communities may appear more open and in-your-face in the current political climate. But that has not been a barrier for Latinos seeking elective office or high-level roles in government.

Voters are choosing an increasing number of nonwhite Hispanic leaders to local elective office — and many of the leaders are the first Latinos to hold their seats. Some political science experts attribute the rise of Latino leadership to years of grassroots organizing, coupled with ongoing demonization of their communities by Trump administration officials and conservative activists.

“That’s the difference now, is that there’s this extra incentive of an unrelenting attack on Latinos across the country,” said Anna Sampaio, an ethnic studies professor at Santa Clara University who specializes in race and gender politics.

There are currently an estimated 7,700 Latino elected officials nationwide, according to data from the National Association of Latino Elected and Appointed Officials. That’s up from 6,883 officials in 2020.

Estimated to number as many as 55 million people — 16% of the U.S. population — Latinos are the largest ethnic minority in the country, with politics, interests and priorities as diverse as the national origins represented within their population. But Latinos also are underrepresented as a demographic across elective offices.

Since the beginning of President Trump’s second term, Latino communities have been a target of his hard-line immigration tactics. The feeling of attack doesn’t stop there. From memes shared from the official White House page perpetuating Hispanic stereotypes, a federally led English-only initiative and an anti-diversity, equity and inclusion push have painted a target on Latinos across the country.

It’s all led to more Latinos seeking office to defend their communities and give voice to those who may be afraid to speak out in the current political climate. As a result, legislators have proposed measures that include providing community members with protections against the U.S. Immigration and Customs Enforcement, halting the approval of ICE detention centers in their cities, and calling for a stop to ICE funding, among other actions.

Pennsylvania Latino mayor makes history

Lancaster, Pennsylvania, with a roughly 40% Hispanic population, recently elected Jaime Arroyo their first Latino mayor. Arroyo took office in January, after being elected with 85% of the vote.

“I think being the first Latino to be in this role and the first person of color to be mayor of Lancaster City has been exciting,” Arroyo told The Associated Press, adding that he finds it “extremely exciting to lead and represent our community in this role.”

With rhetoric and national policies — such as heightened immigration enforcement — hurting the Latino communities, Arroyo said, diverse representation in government is more important than ever. He also believes that the rise of elected Latino officials over the last couple of years is the result of generations of Latinos being politically active fighting for civil rights.

“We’re starting to see a lot of the fruits of that labor come to fruition,” Arroyo said. “There’s never a perfect time to serve your community, there’s the right time. And I think right now is the right time for a lot of Latinos to step up into these roles, especially with everything that is going on.”

Latino representation expanding in city councils

Many more Latinos made history when they took office in earlier this year.

In Iowa, Rob Barron was sworn in Jan. 12 as the first Latino representative on the Des Moines City Council. Antonio Pacheco was sworn on Jan. 7 to be the first Latino member of the city council in Conyers, Georgia. In Ohio, Eileen Torres became the first Mexican American women to win a city council seat in Lorain. Sabrina Gonzalez also took office there as the first Puerto Rican women to serve.

And in Michigan, Clara Martinez and Deyanira Nevarez Martinez were sworn in Jan. 1 to the Lansing City Council, making the city the first in the U.S. to have a council with majority Latino representation.

Martinez said her election, and that of Nevarez Martinez, makes a bit statement about “what people are truly open to despite the national rhetoric.”

“I think because of the rhetoric that we are having to face and some of the backlash on the national stage, I think that’s just fueled the fire for so many people,” she said.

The Salt Lake City Council also has a Latino majority, with four of seven seats, after Erika Carlsen, the granddaughter of Mexican immigrants, was sworn in on Jan. 5. Carlsen said her success is possible because of current and previous generations that put in the work to create spaces where Latinas were encouraged to take leadership positions.

“I feel like I’m building on early generations of leadership,” Carlsen said. “That’s both an honor and responsibility to improve Salt Lake City for the people who live here.”

Carlsen said even if representation at the federal level is not high or visible she said having representation at the local level can have a huge impact.

“I think that it’s critically important that we continue to build on this momentum,” Carlsen said. “The majority of change that can happen starts locally, it doesn’t start in Washington but in City Hall, school boards and neighborhoods conversations. That’s the kind of momentum I’d love to see all across the United States.”

Carolina Welles, executive director of The First Ask, an organization that supports first-time female candidates at the state level, said the reason why Latino representation is more visible at the local level is because those leaders are able to built trust with their community much easier given their proximity.

“They actually know what people care about,” Welles said. “They have a stake because they are facing similar things.”

Local level Latino leadership builds on state and federal representation

It’s not just at the local level. Latinos are making inroads at the federal level too.

The 119th Congress has 56 Hispanic or Latino members. That shakes out to 10.35% of total membership, according to the Congressional Research Service.

For comparison, there were only 14 Hispanic or Latino members and all were male in the 99th Congress, 40 years ago.

At the start of 2025, there were seven Hispanic U.S. senators. That number decreased to six when then Sen. Marco Rubio resigned to become the Secretary of State, the first Latino to hold the position.

Last year also marked a record for Latinas at the state level. Latinas held 214, or 2.9%, of seats in state legislatures, according to the Center for American Women and Politics. That was up from 192 seats in 2024.

Currently, New Mexico Gov. Michelle Lujan Grisham is the only active Latina governor in the U.S. Only two Latinas have been elected governor in U.S. history, and both were in New Mexico.

In March, Gina Hinojosa won the Democratic nomination for governor, making her the second Latina to win a major party gubernatorial nomination in Texas.

Latinos saw the biggest rise in elected officials during the Trump administration in response to attacks on their fundamental rights, said Sampaio, the Santa Clara University professor. She said that trend is likely to continue as the administration continues its attacks on immigrant communities.

“We’re likely to see more Latinos run for office at the local level, at the state level and even at the national level in response to the attack on simply their existence,” Sampaio said. “It is unwittingly both terrorizing the Latino community as well as mobilizing communities.”

Figueroa writes for the Associated Press.