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With the recent presidential election in our rearview mirror, I’d like to say the dust has settled, but quite the contrary. The 2024 election results opened the year like Toto caught in the swirling tornado from Wizard of Oz that landed into an economic seesaw felt from Wall Street to Main Street, immigration chaos in our neighborhoods, and young voices muffled on college campuses—all impacting our nation all at once.
Perhaps this pulled back the curtain into existing beliefs on what a good businessman exemplifies and how we perceive our immigrant neighbors. People are beginning to feel the impact of job loss and the erosion of due process fearing rise to autocracy. We find ourselves at a crossroads of how Latino engagement can help influence representation at the polls because sitting on the sidelines is no longer an option.
What can we do differently?
As Latinos show up in greater numbers at the polls, it is imperative to show up often at all elections. Without consistency, we lose the momentum to grow and prosper in a way that is meaningful and impactful to ourselves and others around us. This freedom requires diligence in order to shift attitudes and beliefs, and your impact can be felt starting at the local races. Ninety-six percent of the elected races across the nation are local, so what better way to mobilize, lead, and support candidates that reflect your issues.
“When you become a candidate, your advantage is your insight and knowledge to your community and the ability to redirect the narrative.”
Diana Maldonado
Over the past decade, the Latino vote has become a growing force blending into the mainstream conversation. We boast a young electorate so this wave will only get bigger over time. In addition to voting, why not consider being a candidate for public office? Many of you are already influential thought leaders who lead communities, manage budgets, and have insight to finding solutions. These successes are skills to build your foundation to elected office.
With the current discourse at hand, the invitation is open for you to consider this opportunity given the numbers Latinos represent.
The Dismantling of the Monolith
Latinos represent nearly 15 percent of the voting population, making this “monolith” of 36.2 million eligible voters to participate in elections across the nation. For the longest time, pollsters lumped us singularly in our needs.
We have varied cultural backgrounds, education attainment, and business acumen that make our vote critical. But the last thing we are is just that—a monolith. The power of our voices rings strong at the polls, whether it is a school board seat or in the halls of Congress. As a voter, candidates must earn our trust and, just as importantly, follow through.
Alternatively, when you become a candidate, your advantage is your insight and knowledge to your community and the ability to redirect the narrative. Issues and priorities vary geographically and having representation on the local level matters.
Follow the Money
Businesses and researchers have tuned in to the Latino economic output and consumption that makes the US Latino a country in of itself as the fifth-largest economy in the world, as reported in the Latino Donor Collaborative’s 2024 US Latino GDP Report. Latinos want candidates to address their economic priorities on upward mobility and jobs that create sustainability and generational pathways to wealth.
The fact that the Latino GDP sits at $4.1 trillion is a strong reason on how Latinos are in a position to influence coming elections not only as a voter but also as a candidate for elected office and bring parity proportionate to its demographic.
“We no longer have to resign ourselves to sit on the sidelines and relinquish our responsibility to candidates and voices that do not have our interests at heart.”
Diana Maldonado
Be the Change
With the Latino population at 65 million, Census projections indicate that the Latino population is expected to continue growing, making up a larger share of the US population in the coming years. We no longer have to resign ourselves to sit on the sidelines and relinquish our responsibility to candidates and voices that do not have our interests at heart.
It is about building a channel of generational support because our families are our legacy. We sit on the shoulders of our ancestors who, through sweat equity and sacrifice, persevered for the next generation to have options and show up in ways that they could not.
We are better positioned to effect change.
Pay It Forward
When I worked in politics, managing multimillion-dollar budgets was crucial to affect policy in education, jobs, and infrastructure during my time as a school board trustee and president, which eventually led me to the pink dome of the Texas Capital as a state representative.
Looking back, my journey in politics was not the smoothest. Now that I am on the other side, my commitment remains strong to help women take the journey into public office with Candidate School. Latinas comprise 2.9 percent of all state legislators and 8.7 percent of all female state legislators in the Texas legislature, and the numbers vary across the states. The conversations I have had with women from Ohio, Montana, Colorado, and other states are truly inspiring and allow me to see the potential and ability in supporting their bid to run for office.
The midterm elections are around the corner, with 2028 not far behind. We must show up as strong candidates and not be yesterday’s “coulda, shoulda been” headline.
Imagine your name on the ballot in the next election cycle. The consistent action you’ve laid out calls for change, and it starts with you by taking the first step to a better tomorrow today.
The views expressed in this article are those of the author and do not necessarily reflect the position of Hispanic Executive or Guerrero Media.
Diana Maldonado, a respected Central Texas political figure, has built a career on achieving the “impossible” while fostering lasting relationships. As a best-selling author, she shares stories from her journey in politics, travel, and running marathons through the lens of a Latina. Her Candidate School course shares everything she wished she’d known during her own campaign journey. This ultimate resource equips professional women with the tools to become powerful, persuasive, and authentic candidates. From mastering your candidate identity to managing money, policy, and power strategically and ethically, this program helps you navigate the political arena with confidence.
