With less than two months remaining until the 2024 presidential election, multicultural Americans are more motivated than ever to make their voices heard. The new configurations of the race between Vice President Kamala Harris and former President Donald Trump have reinvigorated these voters. Multicultural Americans are focused on a number of priorities, such as economic issues, reproductive healthcare rights, gun control, and immigration policy. There are great opportunities to demonstrate an understanding of multicultural voters through targeted messaging in order to earn their trust and their votes.

The nation’s economy has left many multicultural voters concerned about price inflation, while reproductive healthcare rights have emerged as a top issue for the 2024 election in the wake of the Supreme Court’s decision to overturn Roe v. Wade. By focusing on the core values and priority issues of diverse populations, we can better understand how to reach and activate these communities meaningfully.

This survey reveals that multicultural Americans are highly motivated to vote in 2024 to ensure their families have a better future and to protect civil liberties. The path to gaining their votes will require candidates to establish meaningful connections with these communities while focusing on their priority issues.

The 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

• Intent to Vote in 2024: 91% of all multicultural Americans intend to vote in November 2024. Though only 68% of young multicultural Americans ages 18-24 stated they were currently registered to vote, 86% of this age group intend to vote in November

• 2024 Presidential Race: Kamala Harris is the top choice for President among total U.S. citizens (50% Harris, 45% Trump) and total multicultural voters (63% Harris, 32% Trump)

  • Men: Kamala Harris is the top choice for President among total multicultural men with a 22 pt. advantage over Donald Trump

  • Women: Kamala Harris is the top choice for President among total multicultural women with a 39 pt. advantage over Donald Trump

  • Age Groups: Kamala Harris is the top choice for President among all age groups of multicultural Americans. Multicultural voters between 55-64 show the strongest support for Harris

• Job Performance - President Joe Biden: President Joe Biden’s approval rating has improved among multicultural Americans since Spring 2024, jumping 6 pts. with total multicultural Americans, 9 pts. with AANHPI, and 14 pts. among Black Americans

• Job Performance - Vice President Kamala Harris: The majority of multicultural Americans approve of Vice President Kamala Harris’s job performance, though roughly 1-in-10 are not sure if they approve or disapprove

  • Trending Approval Rating: Vice President Harris’s approval rating has improved among multicultural Americans since Spring 2024, jumping 17 pts. with total multicultural Americans, 23 pts. with AANHPI, 18 pts. among Black Americans, 12 pts. among Hispanic Americans, and 15 pts. among LGBTQIA+ Americans

• Job Performance - Vice Presidential Nominees:

  • U.S. Senator J.D. Vance: 23% of total multicultural Americans approve of Senator J.D. Vance’s job performance, while 36% are not sure

  • Minnesota Governor Tim Walz: 38% of total multicultural Americans approve of Governor Tim Walz’s job performance, while 38% are not sure

• Issues Impacting Voters in 2024: Price inflation will have the biggest impact on how multicultural Americans intend to vote in 2024, followed by affordable housing, gun violence, and healthcare

  • Jan 6. U.S. Capitol Insurrection: Half of multicultural Americans also stated that the Jan. 6 U.S. Capitol Insurrection will have a strong influence on how they intend to vote

  • Protecting Reproductive Rights and a Federal Abortion Law: The majority of multicultural Americans believe there should be a federal law protecting access to abortion. A 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 will vote in November 2024.

• Top Political News Sources: Digital media is the top source of political news for multicultural Americans, and 1-in-4 list TV as their top individual political news source