Political professionals love to talk about “the Latino vote”, but that phrase hides more than it reveals. Today’s Latino electorate is younger, more varied, and harder to reach with a single message than ever before.

In this episode, Joshua Ulibarri (Partner, Lake Research Partners) and James Aldrete (President, Message, Audience and Presentation) discuss what that complexity means for campaigns: how polling methodologies are evolving to capture a more nuanced picture, how shifting media habits are changing where and how voters can actually be reached, and why one-size-fits-all engagement strategies are increasingly falling short. It’s a candid, forward-looking conversation about what it will take for campaigns to genuinely understand and connect with Latino communities over the next election cycles.