President-elect Donald Trump made large gains with Latinos in the November election, and a concept known as the prosperity gospel played a significant role in this, especially among Catholics and evangelical Protestants.
The trend was illustrated by a Washington Post report, which focused on Allentown, a majority-Latino city within Lehigh County, Pennsylvania. The outlet analyzed precinct data and determined that the 10 that had the highest concentration of Latino voters swung toward Trump by an average of 20 percentage points since 2020.
The county, which has Pennsylvania's highest proportion of Latino voters, also saw the overall Democratic Party's margin over Trump narrow significantly.
Quotes from people gathered at a barbershop reflected optimism about Trump's victory. They viewed him as a relatable figure—a businessman who has overcome challenges. For many, Trump's success aligns with their embrace of the prosperity gospel, a belief system emphasizing faith, hard work, and the idea that God rewards believers with wealth and success.
Christian Pion, a 31-year-old Dominican immigrant and first-time Trump voter, described his alignment with these values. He cited the president-elect's business acumen and faith-driven success as reasons for his support.
The prosperity gospel, rooted in American Pentecostalism and evangelical Protestantism, has gained prominence among Latino Christians in the U.S. and Latin America. A Pew Research survey in 2014 found that wide majorities of Protestants and Catholics across Latin America believe God grants wealth and health to those with sufficient faith. This belief system has been reinforced through the work of televangelists, missionaries, and online spiritual influencers.
Experts attribute Trump's appeal among Latino Christians to his alignment with prosperity gospel themes of personal success and faith. His rhetoric and image resonate with those seeking to achieve the American Dream, particularly immigrants who associate material success with divine favor, the outlet explained.
Other factors influencing Latino support for Trump include economic concerns, rising living costs, and cultural issues such as abortion and LGBTQ rights. Critics argue that Democratic messaging, which often focuses on poverty and systemic inequities, may appear less attractive to voters emphasizing upward mobility and personal responsibility.
The rise of the prosperity gospel can also explain why many Latino Trump supporters are not deterred by his hardline immigration policies. For some, maintaining family stability and striving for success aligns with a broader vision of the American Dream, even if it includes stricter immigration controls.
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