PASSAIC COUNTY, New Jersey — Passaic County has become a focal point in the 2024 New Jersey governor’s race, where both candidates, Democrat Mikie Sherrill and Republican Jack Ciattarelli, are seeking to prove their ability to connect with Latino voters—a demographic that previously favored Trump in 2020. The region, which has seen a significant shift in Republican support among Latinos, now stands as one of the most critical areas to monitor for the potential viability of the GOP’s gains without Trump on the ballot.
With Election Day approaching, campaigns for both candidates have faced growing concerns over a lack of engagement from Latino voters. Local leaders and campaign strategists have expressed worries that neither campaign has fully grasped the unique dynamics of mobilizing the community, resulting in a notable decline in voter turnout. This disconnection has sparked fears that the recent trend of Latino voters shifting toward the GOP might not persist, especially as the absence of Trump on the ballot could undermine the support they provided during his campaign.
Passaic County, which is home to a significant Latino population, is a key locale for this political test. The region, including cities like Paterson and Clifton, is witnessing mixed signals in voter behavior and enthusiasm. Some local leaders have noted that the political climate is causing a degree of apathy, with many voters not feeling sufficiently motivated to cast their ballots. This trend has been exacerbated by the lack of visible campaign activity and insufficient outreach efforts, particularly in underrepresented neighborhoods with strong Latino communities.
The issue is further compounded by the broader context of Latino voter engagement, which has historically been lower during off-year elections. Campaigns are struggling to navigate this complexity, as both Democrats and Republicans are vying to mobilize this critical bloc. While Sherrill’s team is focusing on local leaders and community groups to spread her message, Ciattarelli’s campaign is leveraging events and outreach to tap into the same community. However, neither seems to have fully addressed the concerns of the local voters who are feeling overlooked, with some indicating a sense of indifference from the campaigns.
Moreover, immigration remains a significant issue for many voters in Passaic County. As the campaigns continue their efforts, the upcoming election will provide a crucial indication of whether the strategies employed thus far will succeed in energizing Latino voters or if more targeted approaches are needed. As the final days approach, both campaigns will find out if their outreach has adequately prepared the community for the upcoming vote, with the potential to impact the broader political landscape of the state and the nation.