Who Was the Best Latino Marketer in 2024? The Republican Party

By Mario Carrasco – Co-Founder & Principal / ThinkNow

On my podcast, The New Mainstream, I’m often asked who I believe is the best marketer when it comes to engaging Latino audiences. My answer has long been Target. For years, Target has invested in Latino and multicultural consumers with consistent intent and authenticity. They do their homework, they partner with leaders and organizations within the communities they aim to serve, and they craft campaigns that resonate deeply with their target audience. This year, however, I’m giving the title of “Best Latino Marketer” to an unlikely candidate: the Republican Party.

Before I go any further, let me be clear. I personally lean left. But giving credit where credit is due is critical—especially when it comes to understanding how to reach the growing and evolving Latino electorate. The Republican Party’s efforts in 2024 to connect with Latino voters were strategic, well-researched, and, ultimately, effective. Their outreach exemplifies what brands, political parties, and organizations must do to engage this crucial segment authentically: invest consistently, align with values, and build community-driven connections.

A Legacy of Latino Outreach

The Republican Party’s engagement with Latinos is not a new phenomenon. In fact, they were the first political party to identify Latinos as a distinct electorate worth mobilizing. According to Marie Arana’s LatinoLand: A Portrait of America’s Largest and Least Understood Minority, it was the Nixon campaign in the early 1970s that coined the term Hispanic to describe the growing population of Spanish-speaking Americans. Nixon’s team recognized the political potential of Latinos, particularly in the Southwest, and launched targeted outreach efforts to court their votes.

Nixon’s strategy paid off. His administration saw success among Latino voters, and in the aftermath, he appointed the highest number of Latinos to senior positions in the federal government up to that point—a significant step toward political inclusion. This historical example underscores the importance of seeing Latinos as a vital political constituency, not as an afterthought or homogenous group.

Fast-forward to 2024, and the Republican Party has refined this playbook with even greater sophistication.

Values-Based Alignment: A Winning Strategy

One of the most critical factors in the Republican Party’s success with Latinos this year is its focus on shared values. ThinkNow’s research consistently shows that U.S. Latinos prioritize family, faith, economic opportunity, and hard work—values that align closely with conservative platforms.

Organizations like the LIBRE Initiative, a nonprofit founded in 2011 with heavy backing from the Koch network, have been instrumental in this approach. LIBRE’s mission is to advance economic freedom and opportunity within the Latino community. Instead of relying solely on traditional political outreach, LIBRE has focused on community-building: hosting events, offering educational resources, and addressing economic issues like inflation, healthcare access, and job creation—issues that directly impact Latino families.

This approach is not surface-level marketing. It reflects a deeper understanding of Latino priorities. In doing so, the Republican Party demonstrated what brands and organizations often miss – the power of connecting values to the lived experiences of the audience they aim to engage.

Learning from Mistakes: The Nicky Jam Example

The Republican Party’s Latino outreach has had its share of missteps. This year, for example, President-elect Donald Trump mistakenly referred to Puerto Rican reggaeton star Nicky Jam as a woman during a rally, saying, “She’s hot,” despite Nicky Jam being male. The blunder not only highlighted a lack of understanding of the cultural figure they were referencing but also suggested the partnership was superficial and not rooted in genuine connection.

The lesson here is critical but simple. If you’re going to use someone, you better know how they identify—otherwise, it becomes clear that the effort was just for show. Authenticity matters. Still, the attempt itself highlights the party’s willingness to take risks and experiment with culturally relevant outreach strategies—something that brands would do well to note.

The Role of Research and Investment

What sets the Republican Party apart this year is the depth of its investment. While Democrats have traditionally enjoyed the loyalty of Latino voters, the Republican Party has capitalized on complacency, particularly in battleground states.

Equis Research’s 2024 report highlights that Latino voters are highly diverse in their political beliefs, with significant variations based on geography, age, and national origin. For example, Cuban Americans in Florida are more likely to lean Republican, whereas Mexican Americans in California favor Democrats. The Republican Party’s targeted messaging, particularly in states like Florida, Texas, and Arizona, reflects a nuanced understanding of these differences.
From Spanish-language ads to outreach at churches, small businesses, and community events, the Republican Party has invested in grassroots-level engagement that resonates with Latino voters. The effort mirrors what successful marketers like Target do so well: recognize that building trust with multicultural audiences requires time, consistency, and a willingness to meet people where they are.

A Playbook for Marketers

As marketers, there’s a lot we can learn from the Republican Party’s success with Latino outreach in 2024. At its core, their strategy reflects three key principles:

1. Invest Consistently: Building trust with any audience requires a long-term commitment, not a one-off campaign.
2. Align with Values: Understand and connect with the values that matter most to your audience.
3. Engage Authentically: Go beyond surface-level partnerships. Build relationships at the grassroots level and be willing to listen, adapt, and learn.

Final Thoughts

This year, the Republican Party’s outreach to Latino voters has been a masterclass in values-driven marketing. As a left-leaning individual and a business leader, I may not agree with their platform, but I can’t deny the effectiveness of their strategy. In a political landscape where Latinos continue to shape the future of this country, the Republican Party’s efforts serve as a wake-up call to brands, organizations, and even their Democratic counterparts. Investing in Latino audiences requires more than good intentions—it demands action, strategy, and respect.
For marketers looking to engage the Latino community, start by doing your research to understand the values that matter most to them. Then, show up consistently to demonstrate genuine commitment and support for their community. The Republican Party did, and in 2024, they earned the title of the year’s best Latino marketer.