It’s the economy, stupid. Less than a year into the second Trump administration, Latinos are feeling some buyers remorse. President Trump has not delivered on his promises to lower prices – in fact it has been the opposite. In a recent UnidosUS national poll of the Latino electorate, the top most important issues for Latinos were centered on costs: 53% of Latino voters said they would like their representatives to address the high cost of living and inflation; followed by jobs and the economy (36%), housing costs (32%), and health care (30%).

For everyone across the country, the economy was the most important issue in 2024 and it continues to be the case, and most Latinos now feel their situation has gotten worse. The 2024 presidential campaigns captured the saliency of this issue, winning over the electorate in promising to lower prices of everyday items. But despite these promises, voters have not felt much relief and are turning away from the president’s very own economic policies. For the Latino community, this has been no different. 

Small businesses, 14.5% of which are owned by Latinos according to the latest Census data, have struggled given the latest tariffs imposed by the Trump Administration. As costs continue to rise, it appears that Trump’s economic promises have fallen flat on the face of many who believed that he would be better for the economy. 65% of Latino voters feel that President Trump and Republicans are not focusing enough on improving the economy, according to the UnidosUS poll. Latinos across the country are feeling lied to and betrayed by his promises, and are reconsidering if they made the right choice last November. 

In 2024, Latinos made waves as they were presumed to be making big swings towards the Republican Party. Slow to feel tangible improvements from President Biden’s post-covid policies and wanting to protect their families, many Latinos gave Republicans and Trump a chance. Particularly for Latino men under 40, voters hoped that things would get better, responding to their own economic hardships and rising inflation. Trump, promising to lower costs and “put America first,” was seen as a candidate that could improve their economic outlook. 

But his campaign rhetoric went beyond the economy. Trump’s promise to increase border security spoke to many Latinos’ desire for greater safety and stability.  Latino voters have long differentiated immigration reform and border security. Latinos see the “immigration issue” as complex and nuanced, while they view border security as a necessary federal policy. Before the election, many Latinos were hopeful that Trump would increase border security while protecting hard-working Latinos, believing the rhetoric that the administration would “only deport the criminals”, but Trump’s wanton enforcement that has victimized many Latinos with citizenship and legal status has demonstrated that the economy is not the only place where Latinos are feeling betrayed. 

Latinos think the Trump administration is going too far with its harsh immigration policies, far beyond what voters asked for. Arresting Latinos at their jobs, at their places of worship, and even at their immigration appointments – the administration only seems to be focused on filling their quotas, regardless of who is picked up, including American citizens. Moreover, Trump has failed to address the issue of border security. The reality of what Latino voters are seeing in their communities is taking a toll on Latinos who fear that they will be deported next, leaving many with greater uncertainty as they are already struggling with the financial fallout of President Trump’s economic policies. 

So, what are Latino voters looking for ahead of the 2026 midterms? Historically, Latinos have been an optimistic and entrepreneurial group in the face of difficult economic situations. However, nearly half of Latino voters report having trouble meeting their expenses or are living paycheck to paycheck. Notably, recent polls indicate that Latino optimism about their personal economic situation is faltering – a troubling and concerning change deviating from a steady and long-held trend. Half of Latino voters believe that President Trump’s economic policies will make them personally worse off in the next year, while another 30% believe nothing much will change. Only about 20% believe their personal economic situation will improve. 

As Latino voters continue to struggle, their views on the current administration will continue to sour. Whether or not the administration can reverse course is still to be seen, but it is becoming increasingly clear that Latinos voting for the Republicans may have been less of a shift, and more of a hopeful response to a bleak economic outlook. Looking ahead to the 2026 midterm elections, this desire for tangible, substantial change will only continue to strengthen, and Latino voters have demonstrated that they are more than willing to look elsewhere for answers.