In the 2024 presidential election, Donald Trump's victory was significantly influenced by a growing share of the Latino vote. Latino voters accounted for 48 percent of the total vote, a notable increase from 36 percent in 2020 and 28 percent in 2016. However, recent data shows that Trump's approval rating among Latino voters who supported him has dropped sharply, from 93 percent to 66 percent by the start of his second term. This decline is attributed in part to ongoing economic challenges, such as rising costs of living and stagnant wages, which have continued since the election. Latino voters, who were previously critical of President Joe Biden and his administration, including Vice President Kamala Harris, for economic conditions, are now shifting their blame to Trump. Stephanie Valencia, co-founder of Equis Research, a political research firm specializing in Latino voters, explained that Latino voters are a key demographic in the U.S. workforce and are particularly sensitive to economic changes. She described them as a "swinging giant" in politics, meaning their support can shift dramatically depending on the economic climate. Currently, their support appears to be moving away from Trump, especially as economic issues remain a top concern for many voters. Valencia noted that political campaigns often fail to effectively reach Latino voters by simply translating English-language advertisements into Spanish without considering cultural context. Over 70 percent of Latino voters who see Spanish-language ads believe the candidate or party cares more about them, highlighting the importance of culturally relevant messaging. Additionally, research from Equis Research found that while Trump's campaign focused heavily on immigration, issues like Project 2025 and mass deportation plans were not the main concerns for most voters in 2024. Instead, economic conditions were the primary issue. Post-election surveys indicated that 62 percent of Latino voters now believe Trump wants to broadly deport undocumented immigrants, leading to disappointment among some who felt his promises were unfulfilled. Valencia observed that Trump's approval rating among Latino voters is now lower than among non-Latino voters, a significant shift in just 18 months. Factors contributing to this decline include economic dissatisfaction, the ongoing war, and immigration policies. Trump's poor performance on economic issues, particularly his failure to reduce costs as he had promised, has further alienated voters. At the same time, the Democratic Party faces its own challenges in winning over Latino voters, due to unmet promises on immigration reform and a perceived lack of focus on Latino families. Valencia warned that disappointment with Trump and the Republican Party does not automatically translate into support for the Democrats, emphasizing the need for the party to address these concerns effectively to gain broader support.