Originally published in The Latino Newsletter–reprinted with permission.
Part two of the three-part "La Voz de Mi Gente" 2024 spotlight series.
You may have heard that this is the most important election for the third presidential cycle in a row. And while that may be true, some local and national Latino groups are working on engaging Hispanic voters on an issue they believe matters not only on Election Day but to communities beyond a small number of swing states in the years to come.
COPAL, Comunidades Organizando el Poder y la Acción Latina, was established in Minneapolis in 2018 to improve the quality of life for Latino families, and a driving issue for the group is the urgency of climate change.
As a member-based group, it says the issue has risen to prominence in its advocacy due to a push from community members.
“The Latino community is the one that works outdoors, and is exposed to heatwaves. Much of the time, farmers and other workers who work outside face conditions with extreme heat,” associate executive director Carolina Ortiz told The Latino Newsletter. “With these elections, we’re considering who we vote for and making sure this issue, coming directly from workers, is top of mind in the conversations happening with our community.”
The group launched the “Energía Viva: ¡Electrifica Tu Hogar!” campaign to raise awareness among Latino communities about the climate provisions of the Inflation Reduction Act through a bilingual awareness campaign featuring digital content, 15- to 30-second educational segments, and an ad buy on Spanish-language television in Minnesota, along with an online hub with information related to accessing tax rebates and credits for energy improvements.
Ortiz shared the story of one of her members who joined the group’s environmental justice committee. Hailing from Mexico, she moved to California where she lost her home due to raging wildfires. Coming to Minnesota was a decision based on opportunity but also because she viewed it as a Midwest safe haven with clean water—a safe space. That safe space, however, diminished when Minnesota felt the effects of the Canadian wildfires.
“She freaked out. She had moved to Minnesota because she thought it would be a safe haven but was forced to relive a traumatic experience,” Ortiz said. “That’s when she decided, ‘I have to figure out how to protect myself.’”
Climate Priorities
The issue is one that resonates not only with Latino communities but also has the ability to move votes, including among Latino men who have been wary of the Democratic Party in recent cycles, new polling finds.
BSP Research and Climate Power En Acción surveyed Latinos in Arizona, Nevada, and Pennsylvania, finding that the strongest messaging frame on the issue contrasted the plans from Vice President Kamala Harris and former President Donald Trump.
Highlighting clean energy jobs messaging with Trump’s promises to end investments in clean energy increased positive views of Harris among young men aged 18-29 to 81%. Emphasizing how Trump is an ally of Big Oil and has pledged to work for them if re-elected, juxtaposed with Harris’ clean energy messaging, raised positive views among men 18-29 to 71%.
Messages about the clean energy economy performed especially well among Latino swing voters and younger men, aged 18 to 34, increasing support for Harris among young men from +28 to +40. Messaging on making houses more energy-efficient and resilient to extreme weather while lowering energy costs gave Harris a 66-point advantage with Latino men.
“This survey shows that Latinos not only care about climate change, but they also want leaders who will take action and are more likely to express support for candidates who make it a priority,” said Antonieta Cádiz, Climate Power En Acción’s deputy executive director. “This is why we are committed to ensuring climate change is front and center this election season and that those most impacted by it, especially Latinos, are part of the solutions to address it.”
Then There’s Texas
Poder Latinx, a group with a presence across five states, addressed the issue in Texas, a state that is not yet a swing state but could be in the years to come due to its growing Latino population.
Its “Nos Ayuda Vivir” campaign aims to educate Latinos about the money-saving and extreme weather-fighting provisions of the Inflation Reduction Act (IRA) and the Clean Energy Plan.
Vianey Preciado, the group’s Texas program coordinator, said Latinos have the most to gain and lose when it comes to climate change.
In the Rio Grande Valley, she said, the majority of Latino households are unaware of the benefits, rebates, tax breaks, and job creation afforded by the IRA.
“In South Texas, two of the main things we are concerned about are extreme heat and the threat of hurricanes, which pose year-round threats,” she said. “Extreme heat means the average Texas family’s electric bill is $151.36, which is a huge concern in South Texas and the RGV.”
Editor’s Note: The Latino Newsletter is a ‘La Voz de Mi Gente 2024’ grantee from the Hispanic Federation for the sole purpose of filing stories about Latino voter awareness in the 2024 election cycle. All stories published for the ‘La Voz de Mi Gente 2024’ series or that mention the Hispanic Federation are independently determined by The Latino Newsletter and its publisher, Julio Ricardo Varela. The Latino Newsletter operates with full editorial independence and creates strong firewalls, ensuring that all stories are produced solely at the discretion of its team, free from all external influence.
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