In 2020, Latinos became the second largest ethnic voting group in the United States. They make up the largest plurality of residents in the most populous states in the union, as well as the fastest-growing segment of the most important swing states in the U.S. Electoral College. Fitting neither the stereotype of the aggrieved minority voter nor the traditional assimilating immigrant group, Latinos are challenging both political parties' notions of race, religious beliefs, economic success, and the American dream. Given their exploding numbers—and their growing ability to determine the fate of local, state, and national elections—many people would think the two major political parties would understand Latino voters. After all, their emergence on the national scene is not a new phenomenon. But the parties still don’t.

Mike Madrid, veteran political consultant and author of the new book The Latino Century: How America's Largest Minority Is Transforming Democracy, says that Republicans, not because of their best efforts but rather despite them, are just beginning to see a movement of Latinos toward the GOP. Democrats, for the moment, still win a commanding share of the Latino vote, but that share is dwindling fast. Madrid draws on 30 years of research and campaign experience at some of the highest levels on both sides of the aisle to address what might be the most critical questions of our time: Will the rise of Latino voters continue to foment the hyper-partisan and explosive tribalism of our age, or will they usher in a new pluralism that advances the arc of social progress? How and why are both political parties so uniquely unprepared for the coming wave of Latino votes? And what must each party do to win those votes?

The answers will shape our democracy for years to come.

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