A study by the Pew Research Center found that 36.2 million Latinos will be eligible to vote in 2024, up 4 million from the 2020 election. This makes Latino voters one of the most critical voting blocs, leading both Democrats and Republicans to ramp up their efforts to tap into such potential support. In Nevada, Latinos are projected to be crucial in both the presidential race and the contest for the state’s other Senate seat, pitting incumbent Jacky Rosen (D) and against Republican Sam Brown. Ads from both parties populate platforms like YouTube — one of the three most used apps by Hispanics — trying to win over the Latino voter bloc.

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What these ads, as well as the political machine, seem to miss is that Latinos are not a monolithic group. This can lead politicians to miss out on the many different factors that shape Latino identities. Voter tendencies can vary significantly between different Latino groups — and even within Latino families.

A multigenerational perspective

Rico Cortez is a Mexican American living in northern Nevada. He was raised by a single mother, Rebecca Guerrero, and his Latino roots, along with growing up with a strong matriarch, have shaped his political views. “Women’s rights are super important to me because women raised me. Women brought me into this world,” Cortez stated.

Latinos tend to put a larger emphasis on family than that of non-Hispanics. According to the Pew Research Center,84 percent of Latinos believe that family members are more important than friends. Cortez moved back to northern Nevada five years ago to care for his aging mother because his connection to his family is so important.

Rebecca Guerrero was born in Verdi, Nev., in 1929, making her 95 years old. Despite her age, she is still civically engaged and has consistently voted throughout her lifetime. For her, it was important to pass on this civic duty to her children. Her political identity has shaped Cortez, and today, both Guerrero and Cortez represent a unique part of the Latino vote in Nevada.

As a young mother, Guerrero struggled with the cost of living in Nevada. “Well, it was no picnic. It was rough because the man that I was married to didn’t care too much. And we had to go on welfare to get my kids what they needed,” she remembers. Rising rent prices, inflation and increasing the minimum wage have become increasingly important to Guerrero and her family.

This falls in line with the priorities of other Latino in Nevada. In the state with the largest Latino middle class, the cost of living is one of the most significant issues for many Latino voters. Eighty-four percent of Latinos in Nevada agree that it is difficult for middle-class families to prosper in the United States. Republicans — like GOP Gov. Joe Lombardo — have capitalized on this by touting their ability to do things like loosen requirements for business licenses in the state and tighten immigration laws to save jobs.

Immigration is another critical issue for Latinos in Nevada, and Guerrero has her own immigration story. At 10 years old, she had to leave her dying grandfather in Durango, Mexico, to travel to live with her aunts in California. Leaving him behind was hard for her., “I had to kneel and have my grandfather do the sign of the cross and bless me. Then I crossed, he stayed on that side, and I came to this side,” she says.

While some Republicans have used immigration as a selling point to Latino voters, the Trump campaign has pushed anti-immigration rhetoric and massive amounts of disinformation, leaving some voters, like Guerrero, upset; when asked about Trump, she stated, “If you don’t have a good president, well, everything goes to pot. If we get Trump, well, Trump is an asswipe.”

According to aUnivision poll, Latino voters in Nevada favor Kamala Harris by 18 points. While both Guerrero and Cortez will be voting for Harris in November, 41 percent of Latino voters are undecided. Issues like abortion and border security are making some lean toward the former president.

Abortion is one of the most significant issues for Cortez in this election cycle. He sees reproductive rights as an essential part of supporting women, “I’ve just always been an advocate for women. I don’t want to see my little nieces having to fight for things that my mother already fought for.”

For Guerrero, abortion has been a bit of a gray area. She comes from a strong Catholic background. Catholic doctrine opposes abortion. And withCatholicism being the largestfaith amongst Latinos, it can sway values and belief systems. While Guerrero is still very religious, time and conversations with her son eventually led her to support a woman’s right to choose. Cortez and Guerrero are among the 44 percent of Nevadan Latinos who say they will vote “yes” on a ballot measure that would establish the right to abortion in the Nevadan Constitution.

The issue of abortion reflects how Latino viewpoints can differ significantly depending on factors such as age, religion and party affiliation. While the Latino vote will be crucial in Nevada and across the nation in November, it is not monolithic, and many different cultures and life experiences shape the identities and values of Latinos in the Silver State.

Regardless of the differences, Cortez is proud to be Latino and is excited to see how important the Latino vote has become in Nevada. He celebrates the sense of community he feels being Mexican American: “I love that sense of community. I think we have a strong sense of community, and we care for each other and look after each other.”

In the weeks leading to Election Day, The Fulcrum will continue to publish stories from across the country featuring the people who make up the powerful Latino electorate to better understand the hopes and concerns of an often misunderstood, diverse community.

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