On July 9, 2020, in a White House event with other Hispanic leaders, Goya Foods CEO Robert Unanue said he felt “truly blessed” to have a leader like President Trump.
Soon after, liberal Hispanic political figures like Julián Castro and Alexandria Ocasio-Cortez took to Twitter with the hashtags #Goyaway and #BoycottGoya to call for a boycott of Goya Foods. Anti-Trump Republican strategist Ana Navarro-Cárdenas also weighed in, encouraging her Twitter followers to support alternative Hispanic heritage brands like Badia and Conchita.
It is unclear what effect this will have on Goya’s popularity with Hispanic consumers or other segments; what is clear, however, is that the controversy merits a closer look at the politics of U.S. multicultural consumers.
In June 2020, Collage Group asked a nationally representative sample of over 2300 respondents where they stood on personal ideology and, for our 18+ respondents, who they intend to vote for in the presidential election this November.
And it’s the latter question that probably motivated President Trump’s meeting yesterday with Hispanic leaders like Unanue. Our research shows that multicultural consumers, including the Hispanic segment, have a decisive preference for presumptive democratic nominee Joe Biden.
Black consumers have the strongest support for Biden, with 71% intending to vote for the Democratic front-runner come November. A little over half of the Hispanic and Asian segments say they will most likely vote for Biden as well. These within-segment majorities may seem fragile, but it holds a solid lead over the mere 20 percent of Hispanic and Asian consumers who plan to vote for President Trump.