DIVERSE POLITICAL TRACKER

A month after the 2024 presidential election, Intelligence Center from My Code™ surveyed multicultural Americans to understand what issues and events impacted how they voted in 2024 and what issues continue to be top of mind as we enter Donald Trump’s second presidential term. 

Nearly 90% of all multicultural Americans surveyed claimed they voted in the November 2024 presidential election. Despite her loss, Kamala Harris was the top choice for President among the total multicultural voters surveyed by over 20 points. 

Price inflation had the biggest impact on how multicultural Americans voted in 2024, followed by healthcare, affordable housing, economic performance, reproductive healthcare, and immigration policy.

Media consumption trends show that multicultural Americans rely heavily on social media for political news, and a majority saw political ads on platforms like Facebook, Instagram, and TikTok. Other top sources for political news include TV (broadcast, cable, satellite), newspapers, friends and family, streaming TV (OTT/CTV), and podcasts.

Social media is believed to be the leading source of misinformation about politics among multicultural Americans, and 48% of them believe that misinformation significantly impacted the election outcome. Less than half of multicultural Americans trusted the accuracy of the information they received from their  primary news source during the election.

Looking ahead to the 2026 midterm elections, campaigns and candidates will need to spend the next two years addressing misinformation and focusing on the issues important to diverse populations like the economy, reproductive healthcare, and immigration policies. The path to gaining their votes will require candidates to build communication strategies tailored to multicultural Americans and their media preferences.

Intelligence Center from My Code™ has developed this research series to highlight how political actors can deepen relationships with diverse voters by understanding how cultural nuances inform their political attitudes and behaviors.

Key Findings:

• 2024 Voters: 87% of all multicultural Americans claim they voted in the November 2024 Presidential Election. Though only 64% of young multicultural Americans ages 18-24 stated they were currently registered to vote, 81% of this age group claimed to have voted in November 2024

• 2024 Presidential Race: Kamala Harris was the top choice for President among total multicultural voters by over 20 points. 

• Support for Kamala Harris: 59% of multicultural Americans voted for Harris

• Support for Donald Trump: 38% of multicultural Americans voted for Trump

• Multicultural Men: For multicultural men, Harris only received 5% more of the vote than Trump (51% Harris, 46% Trump) Young multicultural men ages 18-24 claimed to vote for Trump +30

• Multicultural Women: Multicultural women overwhelmingly voted for Harris by +37 points (67% Harris, 30% Trump)

• Issues that Impacted Voters in 2024: Price inflation had the biggest impact on how multicultural Americans voted in 2024, followed by healthcare, affordable housing, economic performance, reproductive healthcare, and immigration policy.

• Among multicultural Americans, social issues had a bigger impact on how people ages 18-24  and ages 55-64 voted, while economic issues were more important to people ages 25-54 

• Protecting Reproductive Healthcare Rights:

• Overturning Roe vs. Wade: The majority of multicultural Americans described the U.S. Supreme Court’s decision to overturn Roe v. Wade as having a strong influence on how they voted in November 2024

• Federal Abortion Law: The majority of multicultural Americans believe there should be a federal law protecting access to abortion.

• Where did you see political ads? The majority of multicultural Americans saw political advertising on social media during the 2024 presidential election. TV (broadcast, cable, satellite), YouTube, and streaming TV (OTT/CTV)  were also top sources for political advertisements

• Impact of Political Ads: 44% of multicultural Americans agree that campaign ads and messaging during the 2024 election motivated them to stay politically engaged

• Top Political News Sources: More than half of multicultural Americans learn about politics on social media.

• Frequency of Political News Consumption: 35% of multicultural Americans consumed political news about the 2024 elections at least once a day, while roughly 1-in-10 multicultural Americans did not consume any news about the 2024 elections

• Misinformation about Politics: 48% of multicultural Americans believe that misinformation significantly impacted election outcomes