On Tuesday, Texas voters proved them wrong. Pulido won about 62% of the vote, shifting the recently-redrawn 15th congressional district 42 points toward Democrats compared with the 2024 presidential election, and unseating incumbent Trump ally, Rep. Monica De La Cruz.
Pulido’s overwhelming victory on election night suggests that meeting voters where they’re at and engaging with them at cultural events that are deeply meaningful is an excellent way for politicians to connect with and mobilize Latino voters across the political spectrum.
Since 2020, polling has consistently shown that affordability—concerns about prices for basic necessities, housing, and stagnant wages—are what concern Latinos most. In a 2025 Equis poll Latinos surveyed reported high levels of economic precarity, with 29% reporting they had “trouble meeting expenses” and 32% that they “could just meet expenses with nothing left over.”
Immigrant connections
When asked by pollsters what their top concerns are, Latino respondents rarely include immigration on that list, but this misconstrues the fact that immigration is a key Latino concern.
The violence around immigration enforcement has left its mark on many Latino communities. One of the most powerful images to come out of Texas on Election Day was the hundreds of “I Voted” stickers affixed to the shrine in honor of Lorenzo Salgado Araujo, a Mexican immigrant who was killed by ICE on July 7, 2026. In addition to the stickers, people wrote statements, saying they were voting for Lorenzo, for a better future, and a future without hate.
No political home
The election results from Texas’ Rio Grande Valley suggest another shift may have happened, back to the Democrats. Over 90% of the valley is Latino, and Democrats swept all Congressional districts, including those that had been drawn to favor Republicans. Again, overinterpretation is a danger, particularly the assumption that electoral shifts of this type will be durable. That remains to be seen. Latino poll respondents have long indicated that they do not trust either party; the fastest-growing party identification among Latinos is no party preference. Few candidates or party operatives, in either political party, invest the time needed to authentically engage targeted Latino voters around what matters to them. As a result, either outreach does not happen or, in the rare cases that it does, it is symbolic rather than substantive. Latino voters can tell the difference.
Latino families are struggling every day to keep food on the table and a roof over their heads. They are trying to ensure that they have access to medical care when they are sick. And they are worried their loved ones might be deported at any moment. These are grave concerns, with potentially dire consequences for families and the community if they are not addressed. Until political candidates begin to take these issues seriously and find solutions, Latino voters will continue to search for a stable and supportive political home. To build that home, the parties have a great deal of work to do.
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