As the rapid growth of Latinos nationwide has reshaped America’s demographics, policymakers are focused on persuading this increasingly key group.
Latinos are now the largest ethnic group in California and New Mexico, according to the Pew Research Center, and in Pennsylvania, could be key to deciding who wins the presidential race between Kamala Harris and Donald Trump.
While Missouri’s Latino community is still relatively small, it is growing — and quickly.
That has those working on political strategy looking to Latino voters in Missouri as an increasingly influential force in future elections. But reaching and convincing Latino voters is not such a simple proposition.
Despite being typically grouped together, Latinos are a diverse population with disparate values who will vote accordingly. Community members hope to eventually see the Latino population actively shape the political space of the state.
“I would say that if you are not at the table, you are on the menu,” said Councilwoman Daniela Velázquez, the first Latina elected to office in the City of St. Louis. “And if you know anything about Latin cuisine, you want our seasoning. “You want our flavor on the table.”
Brian Munoz
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St. Louis Public Radio
Esperanza Rodríguez, co-founder of The Dance Society of St. Louis, shows off her braid and jewelry last month during an event kicking off Hispanic Heritage Month and the raising of the Hispanic flag outside City Hall in downtown St. Louis .
A changing population
The St. Louis region saw the largest growth in its Latino population last year. The region had approximately 22,000 Latinos in 1980, and the population subsequently grew to more than 100,000 in 2020, according to the United States Census Bureau.
The agency also found that Missouri’s Latino population grew by almost 62,000 in 1990 a more than 300,000 in 2020. Last year, the state added 33,000 Latinos, according to Ness Sandoval, a demographer and sociology professor at St. Louis University. The group now represents approximately 5.2% of the state’s total population. But there are concerns minority groups were underestimated in the last census.
This growth is part of a broader national trend. The Census Bureau estimates that since 2010, the Latino population has grown almost 30% — from 50.5 million in 2010 to 65.2 million in 2020. The Latino population eligible to vote has grown 40% since 2016, according to Pew Research.
“I think it’s exciting because there are a lot more people who can potentially be recruited to run for office one day,” said Velázquez, the Democratic councilwoman from St. Louis’ 6th District. “But I also think it means that […] “Elected officials and government should be more aware of demographic changes within the community.”
Despite all the growth in the region, Sandoval said the St. Louis region is lagging behind in attracting and retaining Latino families compared to cities of similar size. The region’s small Latino population, he said, is a historical outlier.
Data shows Missouri is lagging behind other Midwestern states. Approximately 5% of the state’s population identifies as Jispana or Latina compared to the 18% from Illinois, 13% in Kansas, 8.5% of Arkansas y 7% of Iowa.
“Although these figures would be seen [crecientes]this is not yet where the region needs to be if it wants to be an important player in 2040-2050,” said the demographer. “There are some people in the community who also realize […] that we have to put money behind our rhetoric and start being intentional.”
Brian Munoz
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St. Louis Public Radio
Daniela Velázquez, a Democratic councilwoman from St. Louis’ 6th District and the first Latina elected to municipal office, would like to see more Latino and Hispanic residents of the region run for office.
Not a monolith
Although Republicans and Democrats have historically treated the Latino vote as one monolithic blockthe reality is more complicated. Mexicans They constitute the largest subset of the Latino population in the United States and those with roots in other countries and territories emphasize the need for more nuance in campaign messages.
Velázquez, whose family is from Puerto Rico, said immigration may be important for a segment of the Latino population, but it is not universal.
Puerto Ricans are American citizens and have other concerns, such as colonization and the Jones Act of 1917. The law required goods shipped between U.S. ports to be transported on ships built and operated in the United States, which led to higher shipping costs and limited economic growth for the territory.
“It’s important that people don’t consider us all the same,” Velázquez said. “I think that’s particularly noticeable in politics because the cultural nuances that we know as a community are just not always recognized.”
That has also created problematic discourse about Missouri’s Latino residents and voters.
A state House committee that called for statewide testimony on immigration and crime drew criticism for being wrong about immigration policy in the United States. A woman who later testified She was charged with federal forgery crimes. after he concocted a conspiracy that Mexican-born restaurant owners were bribing local public officials to conceal their immigration status and obtain liquor licenses.
Additionally, before the August primary, Bill Eigel — the former Republican candidate for governor — was criticized for what many considered a racist television advertisement featuring a Spanish translator and Western-themed music. But immigration and the border are not necessarily the number one priority for Latino voters.
A recent UnidosUS spoke with 3,000 eligible Latino voters from several swing states. They found they were most concerned about “pocket problems,” including rising inflation, a shortage of good-paying jobs and rising housing costs. Immigration and crime were tied for fifth place.
Israel Báez, a Sedalia County commissioner who believes he may be the first Latino from Missouri to serve in that position, agrees with the survey’s findings. “They want to work. “They want to make a living,” said the Latino community. “They want to support their family. “They want to have some security in their jobs.”
Brian Munoz
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St. Louis Public Radio
Larry Parham, the Pettis County sheriff’s deputy, center, glances at Israel Baeza, the Republican Pettis County commissioner, in September 2023 after a meeting in Sedalia.
Challenges of political parties
Engaging with Latino voters and getting them to the polls is an additional challenge.
Báez, the Pettis County commissioner, said both the Republican and Democratic parties could do a better job recognizing the growing influence of the Latino community in their grassroots and reaching out to it.
“Maybe we could be a little nicer about a lot of the rhetoric that’s going on,” the Republican said. “I think Democrats are people who focus on a lot of identity politics, which aren’t necessarily at the top of the list.” ready for many Hispanics.”
Political strategists have also noted that voters are increasingly moving away from traditional party affiliations.
“Now people don’t necessarily identify with a party,” said Rosetta Okohson, executive director of MO Political Consulting, with offices in Maplewood. “People are more concerned about the issues, what’s at hand and how it affects their daily lives.” .”
Okohson emphasizes the importance of intentional engagement with Latino communities to build trust beyond election cycles. This includes translating campaign materials, hiring bilingual pollsters, attending cultural events and investing in media buys in Spanish.
“We shouldn’t be leaving anyone on the table from a broader perspective,” she said. “In this space — elected officials, people who want to run for office, politicians — they need to make a conscious effort to be part of the community before it is time to ask someone to vote for them.”
Brian Munoz
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St. Louis Public Radio
Ben Molina is the president of the St. Louis-based Hispanic Leadership Group. This nonpartisan organization has been working to increase Latino voter turnout in the St. Louis region alongside WEPOWER, a nonprofit dedicated to building political and economic power for communities of color.
Growing commitment
As strategists seek to win over Latino voters, elected leaders and nonpartisan groups are working to inspire greater civic engagement within the community.
UnitedUS reported almost 130,000 Latino voters of voting age They resided in Missouri in 2022, but only 37% of them voted in that year’s midterm elections.
The lack of engagement has caught the attention of Ben Molina, president of the St. Louis-based Hispanic Leadership Group and WEPOWER, a nonprofit organization dedicated to building political and economic power in communities of color.
“We know that the number one barrier for the Latino community is [la] lack of awareness about how government works: —how they can be a voice, how they can contribute to policies and shape policies that are affecting their lives,” Molina said. “We believe that the main method by which we will be able to achieve change It is through education.”
The Hispanic Leadership Group and WEPOWER prioritize grassroots engagement largely through voter registration drives, educational workshops, and addressing language barriers.
One misconception is that Missouri voters can’t have a translator to help them at the polls, Molina said. But, laws in Missouri allows family members to help their family vote. Assistance can range from translating for someone who does not speak English to reading a ballot for someone who is visually impaired. Non-family members can only help one person per election cycle.
Missouri Protection and Advocacy Services He recently filed a lawsuit against the state over the rule.. The group alleges one-person limit violates federal voting rights law disenfranchising voters with limited English proficiency or disabilities.
Molina said efforts to fight for voting rights, particularly in ways that impact Latino voters, are crucial to the future of the community in Missouri.
“The Latino community has a great opportunity to really raise their voice and be an active part of the decision making that will take place,” Molina said. “If we are not committed […] “We are letting other people decide how our lives will be affected and what decisions will be made on our behalf.”
