On a warm summer evening in Washington, D.C., a backyard barbecue was held at the vice presidential residence. The celebration featured carne asada tacos, mariachi music, and margaritas – a cocktail that Kamala Harris is said to enjoy.

Among the Latino leaders attending this gathering in late July, the atmosphere shifted significantly following Harris’s unexpected elevation to the top of the Democratic ticket just four days earlier.

Harris shared her mother’s journey, having immigrated from India to the U.S. at 19, and expressed the pride she felt in achieving such a significant political position in just one generation.

Pacheco noted that Harris’s tone “felt familiar,” as if she were speaking to family. By the end of the event, Pacheco was convinced to support the new Democratic candidate.

“I had to remind myself that she’s not Latina,” Pacheco remarked about the vice president.

Every year, the Latino population represents a growing segment of the American electorate. This year, an estimated 36 million Latinos are eligible to vote, accounting for 15% of the total voter base, according to the Hispanic Federation. Notably, around 25% of registered Latino voters will be casting their ballots for the first time.

Analysts suggest Harris needs to secure two-thirds of Latino votes to achieve victory, a benchmark historically set for Democrats. However, two recent surveys of self-identified Latino individuals indicate that she’s not quite there yet.

As Democrats gather for their national convention this week in Chicago, experts stress the importance of reaching this varied group of voters, whose political preferences can differ greatly based on geographic, economic, educational, and immigration backgrounds. Latinos surveyed by Univision include a diverse array of identities, such as Mexican, Mexican American, Chicano, Puerto Rican, and Cuban.

“To win Latino votes, the first requirement is genuine effort,” stated Gary Segura, a political science professor at UCLA and a pollster for BSP Research, which has worked with the Harris campaign. “Historically, candidates have not focused enough on Latino voters. I know the Harris campaign is prioritizing this due to her experiences in California.”

‘Please share with your familia’

A recent poll from the Hispanic Federation and Latino Victory indicated that almost 75% of Latino voters are “almost certain” to vote in November. Enthusiasm and motivation have increased following Harris’s recent role change, according to the survey.

The poll, which included 600 Latino registered voters nationwide, found that 59% intended to vote for Harris compared to 35% for Trump.

An additional poll by Univision, surveying 1,100 Latino registered voters across the country, reported slightly lower support for Harris: 53% favor her versus 38% for Trump.

Polls indicate that approximately one-third of Latino voters are firmly aligned with Trump.

For Harris to secure a win, she requires a larger Latino coalition, remarked Luis Miranda, board chair of Latino Victory. This need extends beyond key states like Arizona and Florida, where Latino populations are significant, to areas with smaller Latino demographics, like Georgia, North Carolina, and Pennsylvania, where victory margins are projected to be slim.

A substantial number of Latino voters included in the Hispanic Federation survey expressed a need for more clarity regarding her policy positions.

“Only 33% of respondents understand her platform,” Miranda stated, “which indicates that the Republican Party has ample time and resources to shape her image. Hence, it’s crucial for her campaign to define herself within Latino communities.”

During the Democratic National Convention this week, the Harris campaign launched new initiatives aimed at Latino outreach.

On Monday, Harris campaign manager Julie Chávez Rodriguez, granddaughter of labor leader César Chávez, introduced a bilingual WhatsApp group titled “Latinos con Harris-Walz.” She encouraged Latinos to join the group through a social media video from Chicago, presenting it as a groundbreaking effort for a presidential election.

“We hope you’ll join us today and please spread the word to your familia, your aunts, uncles, cousins – everyone,” she urged, emphasizing the importance of including all Latino voices in the campaign.

Economic concerns: inflation, jobs, and gender equality

Many Latino voters consider financial issues their primary concern.

The Hispanic Federation poll revealed that 60% of respondents highlighted inflation as their top issue in the presidential race, while 38% cited jobs and the economy. In contrast, the Univision poll showed that 53% view inflation as their primary concern, with 43% identifying jobs and the economy.

Other topics, including border issues, immigration, abortion, and climate change, garnered significantly less attention in the polls.

Jerónimo Cortina, an associate professor of political science at the University of Houston, noted that Harris’s political track record in California suggests she “understands the necessary actions.”

“She successfully ran in a statewide election in California,” he stated. “It’s not just about winning the entire Latino population; it’s also about reaching out effectively.”

It’s crucial to gather significant support for your coalition.”

Similar to other voter demographics in America, Latinos display a wide range of political views shaped by factors such as gender, national origin, and geographic location. Analysts believe that gaining the attention of various Latino voter segments will pose a challenge.

For instance, a survey highlighted that Puerto Rican voters “are already leaning towards Democrats,” with 64% backing Harris, according to Miranda. In contrast, Cuban voters, notably in Florida, historically lean towards Republicans.

According to a poll from the Hispanic Federation, around two-thirds of Latina women are in favor of Harris. However, Latino men seem less enthusiastic, with only 50% supporting Harris — reflecting a wider gender gap among voters.

The cause behind this split isn’t clear from the polling data, Miranda mentioned, but he picks up hints of possible explanations through conversations in his Latino-rich neighborhood of Washington Heights in New York City.

“I truly believe that when Latinos hear Trump speak, some feel energized instead of insulted,” Miranda expressed. “He’s straightforward and critiques freely, and that boldness probably resonates with a section of our men.”

On the convention floor

This week, approximately 50,000 Democrats have gathered in Chicago, which hosts vibrant Mexican and Puerto Rican communities.

Among the delegates was Jacob Garcia, representing Washington State for the first time. Garcia learned about becoming a delegate through his union, the American Federation of Teachers. He attended a Latino luncheon on Tuesday, where party officials discussed their outreach strategies towards Latino voters, which he found encouraging.

However, he cautioned that Democrats need to make more efforts to “get out there and ensure we are connecting” to voters where they are.

The campaign has included numerous Latino and Latina leaders in its roster of convention speakers, like Rep. Alexandria Ocasio-Cortez (D-New York) and New Mexico Gov. Michelle Lujan Grisham.

Regarding the difficulty Democrats have in persuading Latino men to vote for Harris, Garcia said he personally does not face that concern.

“I was raised differently, and issues like machismo don’t trouble me,” he remarked.

Ultimately, what all Latino voters seek to know is, “what are you doing for me?” he stated.

“What strategies are in place to reduce grocery costs? What tangible actions are being taken related to immigration?” Garcia queried. “We shouldn’t assume Hispanic or Latino votes are guaranteed.”

Party politics

At a gathering in Harris’ locale, attendees enjoyed Mexican-style popsicles known as paletas, while a DJ played Elvis Crespo’s classic merengue track, Suavemente, from the ‘90s.

Many Latino members from the Biden administration were also present, including Homeland Security Secretary Alejandro Mayorkas and Health and Human Services Secretary Xavier Becerra.

Pacheco characterizes herself as “very independent,” indicating that as a longtime advocate for immigrant rights, she’s collaborated with both Democratic and Republican parties. She heads TheDream.US, a nonprofit that funds college education for undocumented students. Pacheco, who grew up in the U.S. after being brought from Ecuador as a child, faced the challenges of being undocumented.

It’s often overlooked that former President Barack Obama, a member of the Democratic Party, holds the record for the highest number of deportations, surpassing even President Trump.

Nevertheless, the speech given by Harris in a close-knit setting last month deeply resonated with her: “It’s not an exaggeration. It genuinely felt like I was the only person present in that room.”

Pacheco became a U.S. citizen last year. She hosted a celebration in Miami that cost more than her own wedding, referring to it as her “wedding to America.” This upcoming November, Pacheco will be among the Latino voters casting their first presidential ballot.

She expressed, “Voting is what makes this nation remarkable and influential. I regard it with utmost seriousness.”