A Texas governor’s race is testing whether Democrats can win back Latino voters by focusing on rising living costs, education and other economic concerns after years of Republican gains among the state’s Hispanic electorate.
For Valencia Macias, a 26-year-old medical assistant and nursing student in the rural town of George West, the loss of state funding for her only available after-school programme brought politics closer to home. She later saw a TikTok video from Democratic state Representative Gina Hinojosa highlighting the cost of living and public education.
“100%, she has my vote,” Macias told Reuters.
Hinojosa is seeking to end a long Republican hold on statewide office. No Democrat has won a statewide election in Texas since 1994, and Republican Governor Greg Abbott remains the favourite despite polls showing Hinojosa within striking distance.
Hinojosa’s campaign is targeting Latino voters with messages focused on household expenses, housing and schools, including Spanish-language outreach. She argues that Latino Texans are motivated by many of the same economic concerns as voters across the state.
Abbott, who has the backing of President Donald Trump, has spent years building support among Latino voters, particularly in South Texas, with immigration, public safety and economic issues at the centre of his outreach.
Abbott has also unveiled an “affordability agenda” that includes property tax cuts, housing reforms, lower electricity costs and expanded access to low-cost health insurance. His campaign says the measures will help households cope with rising expenses.
Recent polling suggests Hinojosa has an advantage among Hispanic voters. An August Emerson College Polling/Nexstar survey found Hispanic voters favoured her over Abbott by 17 percentage points, although Abbott led 49% to 45% among all likely voters statewide.
Hinojosa faces a major financial disadvantage. Campaign finance reports show Abbott raised about $25.5 million between February and July and held $67.2 million in cash, compared with Hinojosa’s roughly $6 million raised and $3 million cash on hand.
Texas has about 6.5 million Latino eligible voters, around 1 million more than before Abbott’s previous reelection campaign. Democrats hope the growing electorate, combined with record recent primary turnout, can create momentum in November’s midterm elections.
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