Latinos represent the US electorate’s second fastest-growing voting group, with about 36.2 million Latinos expected to vote in the 2024 presidential election. Latino voters have tended to have low turnout rates in elections, but this hefty increase in that electoral pool is due to the mobilization of enthusiastic and engaged younger and US-born Latino voters. Latino voters have strong regional differences in their cultures and values and this plays out around what they care about: Entrepreneurial opportunities, abortion, voting rights, citizenship, and immigration, among other issues. Latino voters played a pivotal role in Joe Biden’s 2020 victory and they will figure prominently in a 2024 presidential race in which Donald Trump can leverage strides he’s made courting them. Maria Teresa Kumar is the CEO of Voto Latino, an influential advocacy group that mobilizes Latino voters around a range of issues.