Major Strategic Disconnect Today Between Elected Leaders and Hispanic Voters

TelevisaUnivision released an important new survey conducted by The Harris Poll of over 500 registered Hispanic voters in Texas showing affordability is the defining priority for 2026. The poll also vividly demonstrates a major strategic disconnect between elected leaders and Hispanic voters on several important fronts.

Fielded this week amid very competitive and highly watched primaries in Texas, the poll highlights a clear disconnect: Latino swing voters are focused on affordability, but the political messaging reaching them often fails to connect in culturally relevant ways or in Spanish, reinforcing a broader trust gap with political leaders. The findings reinforce the decisive role Hispanic voters play as a swing electorate in Texas and nationwide.

“This research shows clearly that many Hispanic voters feel invisible to their elected leaders on the issues that matter most to them,” said Daniel Alegre, CEO of TelevisaUnivision. “In Texas this week we saw that Latino voters are extremely sophisticated, very independent, and they are listening carefully. The campaigns that communicated seriously and authentically with Hispanics won, and those that didn’t lost decisively. The data clearly shows that reaching Latino voters requires a multi-faceted and sophisticated approach, and the failure to reach Latino voters in Spanish is perhaps the biggest missed opportunity in politics today.“

Affordability: What It Means for Hispanic Voters

The poll identifies affordability as the defining issue for Latino voters in Texas:

• 76% say the cost of living/inflation is a very important issue—the top concern statewide.
• 69% cite healthcare access and costs, 67% point to jobs and wages, and 65% highlight housing affordability.

When asked what comes to mind when politicians talk about “affordability,” Latino voters overwhelmingly point to grocery prices (32%), rent or mortgage payments (21%), and healthcare costs and premiums (20%) —underscoring the day‑to‑day financial pressures shaping their decisions at the ballot box.

Yet many feel elected officials are not prioritizing these issues. 50% believe representatives are falling short on addressing cost of living, and 46% say the same about healthcare.

A Powerful Electorate That Still Feels Overlooked

The survey also shows that Texas Latino voters view themselves as a decisive electoral force:

• 82% say Latino voters are a critical deciding factor in Texas elections.
• 81% believe they are a key deciding factor in elections across the country.

Despite this sense of power, many feel unseen:

• 80% agree that Latino voters are “taken for granted” by political representatives.
• 42% say candidates do not understand the needs of the Latino community in Texas.

Speaking Directly to Latino Voters—Especially in Spanish—Is a Major Missed Opportunity

The poll reveals a notable gap in voter outreach:

• 42% say they would be more likely to support a candidate who speaks directly to Latino voters in Spanish.
• 38% say they “rarely or never” saw political ads relevant to Latino voters.
• Of those who saw political ads, only 21% recall receiving them on Spanish‑language television.

This suggests substantial opportunity for campaigns to use Spanish‑language and culturally relevant messaging more effectively.

Trust and Issue Focus Drive Voter Engagement

When asked what most influences their participation in Texas elections:

• 22% say the candidate must seem trustworthy.
• 17% cite the issues candidates focus on.

Latino voters trust information from family and friends most (79%), followed by similar trust levels in elected officials, Latino celebrities/entertainers, and faith leaders (all at 57%).

Addressing cost of living and affordability is the single most powerful motivator for participation in Texas elections this year: 53% say it would increase their interest.