No matter which candidates and political party you supported in this last election, a key takeaway that all can agree upon is that you cannot afford to alienate Hispanic voters.

Hispanic voters turned out in record numbers this year and voted overwhelmingly in favor – 71% - to reelect President Obama. Even in Florida where Republicans can usually count on the support of a large and influential Cuban-American voting bloc, Latinos still voted overwhelmingly in favor of the president - 60% to 39%. 

Republicans need to do some serious soul searching and figure out a way to become more relevant in a country that is becoming increasingly Hispanic by the day. And just to make it abundantly clear, Hispanics are multi-issue voters.  Republican strategists understand that Hispanic voters want to vote on more than just immigration reform and it should interesting to see how the Republican party modifies its platform.    

Whatever the policies debated in 2014 and 2016 may be, appealing to Hispanics is going to come down to relating to them and understanding their values, motivations, struggles, and achievements. Like I tell all our clients, it's all about understanding the cultural filter through which any engagement will be interpreted.

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AuthorZach Fishbain