During the last decade, the Latino population in the US grew to 62.5 million.

Today, Latinos are the largest minority group in the country and represent nearly one out of every five persons in the US. Amazingly, their numbers are growing more than three times faster than the average US growth rate.

This rapidly growing Hispanic population puts them in the enviable position of having a powerful impact on commerce, government, and politics. It also provides a rich opportunity to increase their participation and impact on grassroots advocacy and political elections at the local, state, and national levels.

According to the University of California Los Angeles (UCLA) Latino Policy & Politics Institute, “Latinos had the lowest (voter) registration rate among racial and ethnic groups during the 2020 general election at 61.1%.” However, “…once registered, 88 percent of Latino voters cast a ballot.” The report goes on to claim, “Despite the increased role of Latino voters in determining elections…the mobilization of Latino votes has frequently lagged behind other major demographic groups.”

In other words, Hispanics have been slower to register to vote, but once registered, they are very likely to vote and significantly impact elections. Thus, it’s critical that we in the business community have an organization specifically dedicated to effectively educate, register, motivate, and activate this powerful Latino constituency. 

 The Latino Action Alliance (LAA) is a 501 (c)(4) non-profit advocacy group that exists to increase public policy awareness among Hispanics in specific states throughout the country, educate them on the value of civic participation in local, state, and national governments and encourage them to be engaged citizens.

To accomplish this, we will:

1. Conduct extensive research within the Hispanic Community: Produce Latino public opinion benchmarks in specific states using extensive polling and focus groups, analyze results and develop targeted messages for states and key demographic areas. 
2. Create a thriving grassroots operation and collaborate with others: Identify and recruit Regional Directors to coordinate operations in selected states, identify and evaluate existing Latino outreach programs, and work in coordination with like-minded groups to build upon and maximize efforts.
3. Execute Issue Education Campaigns: Based on research and data, create and distribute educational materials through our state and regional operations and run targeted broadcast/digital issue campaigns on policy issues to Latinos throughout the country.
4. Increase voter registration: With a Hispanic population growing three times faster than the national average, it is critical that we educate and engage Latino’s on critical issues impacting them and their families. Specifically, we must actively support existing voter registration programs to help them grow and start new ones where they do not currently exist.

LAA identifies the issues that matter most to the Latino community based on our original research, educates Latinos on the policies that shape how those issues affect them, and encourages them to get involved in their local communities.

While there is no small number of local groups engaging the Latino community, we’re the first organization to start a grassroots national movement. We’re on the frontlines state by state identifying and recruiting Regional Directors to coordinate operations and work in coordination with like-minded groups – having started in 2024 with Florida, Georgia, Ohio, New Mexico and Arizona-  our objective is to have operations in all 50 states in the years to come.

Public policy impacts us all. The LAA is educating Latinos so they can develop their own voice and become active participants in how policy impacts them and their local communities.