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Latinos in RoofingLow Slope RoofingSteep Slope Roofing

Latinos in Roofing

Trump’s 100 Days from a Latino Perspective

Economic and immigration concerns at the top of the list for Latino voters after Trump’s 100 days

By Chris Gray
latino-worker-working-on-metal-roofing

Photo by Los Muertos Crew via Pexels.

May 9, 2025

A new survey shows U.S. Latino voters are growing increasingly concerned about the economy and immigration after President Donald Trump’s first 100 days in office.

The UnidosUS, a nonprofit, nonpartisan organization, joined with Voces Unidas, the League of United Latin American Citizens and Climate Power en Acción to survey just over 1,000 registered Latino voters nationwide. The survey was oversampled in Arizona, California, Colorado, Florida and Texas.

The survey asked voters about the economy, Trump and his administration, U.S. Congress, policies, and immigration. Overall, voters indicated issues impacting their pocketbooks dominate their concerns alongside the crackdown on immigration and border security.

Given that 30% of the roofing workforce consists of Latino workers, and 33% of roofing crews speak non-English languages — primarily Spanish — the survey provides insights into a community the roofing industry has strove to recognize and support in recent years.

“Latino voters are frustrated that their economic priorities are being ignored and that a key promise made by President Trump during the election is not being kept,” said Janet Murguía, president and CEO of UnidosUS.

Of those who took the survey in April, just over half (502) listed themselves as Democrats, while 268 identified as Republicans. Another 222 said they were independent or other.



Quick Read: 5 Takeaways

  • Latino economic concerns are high: Cost of living, job security, and healthcare are top concerns for Latino voters — critical insight for an industry where 30% of the workforce is Latino.

  • Immigration fears affect job attendance: 35% of Latino voters say employers lost workers due to fear of arrests, which may disrupt roofing project timelines and labor availability.

  • Workforce instability is rising: Deportation policies are causing labor disruptions, with nearly half of voters feeling their families and communities are at risk.

  • Support remains for legal status, not mass deportations: 54% of Latino voters support legalization for long-residing undocumented immigrants, reinforcing the need for nuanced immigration reform advocacy in roofing.

  • Latino voter disillusionment is growing: Many feel economic and immigration promises have been broken, contributing to uncertainty and lower morale.



The Economy

The economic uncertainty caused by Trump’s tariff plans has rattled the Hispanic community. The survey shows two-thirds of voters believe the tariffs will hurt the economy and lead to higher prices, while the remaining 34% believe they will increase economic opportunities.

Among the top five most important issues Hispanic voters want Congress to address, four are driven by pocketbook issues. They are:

  • Cost of living/inflation (52%), including the cost of food and basic living expenses
  • Jobs and economy (40%), like wages and job security
  • Housing (28%), including the cost of rent, utilities and home insurance
  • Health care (23%), which includes the cost of insurance and medications

“Economic struggles dominate their concerns, from rising costs to job insecurity, and immigration remains a top issue,” said Juan Proaño, CEO of the League of United Latin American Citizens. “Latinos, once seen as a battleground demographic, have become disillusioned, with many shifting their support toward Trump only to face broken promises.”


RELATED: NRCA 'Roofing Day' Lobby Effort Successful Amid Tariff Chaos


Immigration

Alongside the economic concerns listed above, immigration rounded out the top five issues at 21%. Another 12% listed border security.

Specifically, 54% want to see legalization for long-residing undocumented immigrants, while 51% want citizenship for those brought here as children. Nearly half, 46%, listed cracking down on human smugglers and drug traffickers.

Just over three-quarters (78%) of respondents believe it’s important to deport dangerous criminals. However, they believe Trump and congressional Republicans shouldn’t target long-residing, undocumented immigrants without criminal records.

In that vein, 49% of Latino voters feel the Trump administration’s deportation policies put them, their family and/or friends at risk.

When asked about the impact of immigration actions, the following issues emerged:

  • Thirty-five percent say employers lost workers because people fear they’ll be arrested if they go to work
  • Around 30% say they don’t go out to eat or shop because they’re afraid of immigration enforcement
  • Roughly 32% say their children are missing classes because their parents fear they’ll be arrested at their child’s school
  • One-quarter of voters aren’t attending religious services, worried they’ll be arrested near church
  • Around 18% say their community is safer because dangerous criminals were deported
  • Another 14% say deporting undocumented workers has freed up resources for U.S. citizens
  • Eleven percent of respondents say they or a family member are obtaining a passport in case they’re deported

“Latino voters are also alarmed and angered by what they’re seeing play out on the threats to our democracy,” said Murguía. “There continues to be a large gap between Latino voter positions and current actions, including on immigration, where Latinos reaffirm their support for legalizing the long-residing undocumented people and oppose draconian immigration measures like deporting people without due process.”

When asked what congressional Democrats should do about immigration, 60% of Latino voters agreed Democrats should “fight hard” against the current administration’s polices, while 31% say they should do more work to support Trump and his policies. Conversely, 37% said Republicans don't care that much about Latinos, versus 35% saying the same about Democrats, showing there's room for improvement on both sides of the aisle.

A total of 63% of respondents have an unfavorable view of the president, and 59% disapprove of the job he is doing. Another 59% said they disapprove of the job congressional Republicans are doing.

The survey had a margin of error of +/- 3.1%. This is UnidosUS' first poll focused on the first 100 days of a presidential administration.

KEYWORDS: economic analysis immigration Latino President Donald Trump survey workforce

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Chrisgray
Chris Gray is the editor of Roofing Contractor and Roofing Supply Pro. He has worked in the fields of journalism and copywriting for nearly 20 years, ranging from local print newspapers to the multi-media promotion of international artists.


Reach him at 248-244-6498 or grayc@bnpmedia.com.

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