Latino voters who once backed Donald Trump are now increasingly disillusioned. Their mounting dissatisfaction, driven by rising costs, trade restrictions, and immigration policies, threatens the critical electoral gains Trump made among Latinos in 2024.
“Trump made historic gains among Latino voters last year, but polls now show their support slipping,” said Axios journalist Russell Contreras. In San Diego, George Doilez, an American of Mexican descent, voices disappointment after he and his wife were detained by border patrol agents:
“I feel shame, guilt, and anger, because he betrayed the promises he made to us,” he told NBC 7. Doilez, a Trump voter in 2020 and 2024, believed Trump’s pledge to target only “the worst criminals.”
Latinos, working largely in agriculture, commerce, and trades, are especially burdened by current economic policies. In South Texas, farmers’ incomes have dropped due to tariffs, while independent entrepreneurs face rising costs.
“Latinos who voted for Trump cared most about economic access,” said Mike Madrid, a California-based Republican consultant cited by Axios. “They have jobs, but prices are too high, and this isn’t the answer.” Prices keep rising in supermarkets, and border regions crucial to the Southwest’s economy face financial instability.
Between Immigration Crackdown and Growing Distrust
Immigration policy is another flashpoint. Axios reports masked federal agents have arrested American citizens of Mexican descent, fueling claims of racial bias and triggering protests. Trump declared “the border itself has become quiet,” a statement at odds with many in the community.
In November 2024, Trump won 48% of the Latino vote—a record for a Republican. Pew Research Center found this decisive in his victory over Kamala Harris. However, that changed after his tariff announcement in April, dubbed “Liberation Day” by supporters. Russell Contreras notes this was “when Latino trust in Trump began to erode.”
Democrats quickly responded. Two committees launched a major media campaign, spending hundreds of thousands to target Republican Monica De La Cruz in Texas. Ads titled “Dreamers & Doers” and “Some Bulls——” seek to direct voter frustration over the economy, Axios reports.
The White House seeks to reassure Latinos with promises of economic recovery, but day-to-day realities undermine these claims. Trump’s ability to keep essential Latino support is in question, while Democrats see a divided electorate as an opening to regain lost ground.
