U.S. — Pew Research Center published an analysis of U.S. Latino identity on July 9, 2026. The analysis found that Latino voters who supported Donald Trump in the 2024 presidential election were less likely to prioritize their Latino identity compared to those who voted for Kamala Harris.

Donald Trump received nearly half of Latino votes in the 2024 presidential election, marking his highest level of support among this group across his three presidential campaigns. The analysis defines Trump voters as validated voters who self-reported voting for Donald Trump, and Harris voters as validated voters who self-reported voting for Kamala Harris.

The study indicated that Latino Trump voters were less likely to state that being Latino was central to their lives. These voters were also more likely to say that being Hispanic neither helped nor hurt their ability to advance in the United States. Additionally, Hispanic Trump voters were more apt to believe that events affecting other U.S. Hispanics had minimal impact on their own lives, with 57% stating such events affected them not too much or not at all. This contrasts with 75% of Latino Harris voters, who reported a great deal or fair amount of impact.

Hispanic Trump voters were twice as likely as Latino Harris voters to primarily identify themselves as "American" rather than using terms like Hispanic or their family's place of origin. They also expressed less obligation to look out for other U.S. Latinos. These differences in identity views between Trump and Harris voters remained consistent even after accounting for factors such as immigrant generation, income, religion, age, gender, political affiliation, and state of residence.

The analysis is based on the National Survey of Latinos, conducted from October 6 to October 16, 2025. The survey included a sample of 8,046 U.S. adults, comprising 4,923 Hispanics and 3,114 non-Hispanic members from the Center's American Trends Panel. The Hispanic sample included 1,125 respondents from the American Trends Panel and 3,798 from SSRS's Opinion Panel. For the purposes of this report, individuals born in Puerto Rico were classified as immigrants.

The findings illustrate a divergence in how Latino voters who supported opposing presidential candidates during the 2024 election view their ethnic identity and its relevance to their personal lives and broader community. The observed differences persist across various demographic controls, suggesting that political choices may correlate with distinct approaches to ethnic identification within the Latino community. While differences exist between Latino Democrats and Republicans regarding identity, the study indicates these distinctions are less pronounced than those tied directly to 2024 vote choice.