Groundbreaking Study Dispels Myths and Reveals Power of Latino Electorate in a Key Battleground State
Latinos Make or Break Elections in Arizona. The Data Proves It.
In partnership with Data For Social Good, LUCHA presents the largest and most comprehensive study of Latino voters in Arizona—featuring groundbreaking cluster analysis, values data, and actionable insights.
Shattering the Narrative: No, Latinos Aren’t Fleeing to the GOP
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Only 19.2% identify as Republican.
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Most “disengaged” voters aren’t switching sides—they feel ignored and politically homeless.
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Top motivators for Latinos are consistently more aligned with Democratic policy proposals.
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The narrative of a Latino GOP shift is based on cherry-picked data. This study gives us the full picture—and it’s a powerful one.
Takeaway: Latinos aren’t leaving Democrats—they’re waiting for someone to show up for them.
Use LUCHA’s on-the-ground experience to lift up real and representative quotes that align with the data:
"We’ve been here for generations —this is our home and our future."
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"I vote because I want my kids to have what I didn’t."
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"We organize because that’s where our power is."
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Survey insights supporting these themes:
What Campaigns and Advocates Should Do
1. Respect the complexity and diversity of Latino experiences
2. Abandon “Latinos = immigration” messaging
4. Prioritize healthcare, housing, and wages
3. Use clusterinsights to tailor outreach
5. Use trusted messengers who reflect the community
Voters cited the cost of living as the most urgent economic pressure—and they want government action.
About the
Partners
LUCHA (Living United for Change in Arizona): LUCHA is a grassroots organization fighting for social, racial, and economic justice for working-class and immigrant communities. Through direct action, leadership development, and community organizing, LUCHA challenges corporate power and the political establishment to build a more just and democratic future for Arizona and beyond.
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Data For Social Good: Data For Social Good is a leading research firm that uses data analytics to drive social change by providing insights into the political behaviors and needs of diverse communities across the United States.
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