Findings are from a DDIA poll of 3,000 Latinos conducted in September 2024, the full findings of which were released in February 2025
DownloadMandated by Article I, Section 2 of the U.S. Constitution, the Census has been conducted every 10 years since 1790 and serves as a foundational mechanism for democratic governance. Beyond determining congressional representation, the Census influences how hundreds of billions of dollars in federal funding are distributed annually, for schools, hospitals, transportation, and more. It also provides critical data for public planning, business investment, and civil rights enforcement. In this way, the Census is not just a statistical exercise but a tool of visibility, accountability, and equity.
This is particularly significant because Latinos are one of the fastest-growing and most diverse populations in the United States, yet they have historically been undercounted, a pattern confirmed by the U.S. Census Bureau, which reported a 4.99% undercount for the Latino population in the 2020 Census (source: U.S. Census Bureau, Post-Enumeration Survey, 2022).
This gap in data doesn’t just distort the numbers, it has real-world consequences. Undercounting can reduce Latino communities’ political representation, diminish their share of federal funding for schools, health services, housing, and infrastructure, and lead to inequities in public planning. Inaccurate counts make it harder to identify and address community needs, perpetuating existing barriers to civic inclusion and resource access.
As the 2030 Census looms on the horizon, and immigration continues to dominate national headlines, the Digital Democracy Institute of the Americas (DDIA) has been working to better understand the interconnections between various issues that shape the lives of Latino communities, including how they perceive and engage with key democratic processes like the Census.
In partnership with YouGov, DDIA conducted a national survey in September 2024 of 3,000 Latino adults across the United States. While the poll explored broad themes like narratives, trust, media use, and artificial intelligence, this analysis highlights three questions related to public understanding of democratic participation and inclusion:
Who Latinos believe is counted in the Census
To what extent they think non-citizens should be included
This analysis aims to help funders, partners, and policymakers grasp the beliefs, knowledge gaps, and messaging dynamics that could influence Latino participation in the Census and broader policy debates.
Knowledge Gaps: Who Gets Counted?
When Latinos were asked to identify who is counted in the U.S. Census:
Only 68% correctly selected “U.S. citizens living in the United States” as a group included in the Census
Just 26% knew undocumented immigrants are counted
Fewer than 40% correctly identified newborns, homeless individuals, and incarcerated people as included
A full 24% of respondents said they were “not sure” who gets counted at all
These knowledge gaps are not evenly distributed. Young Latinos aged 18–29 (35%) and Independents (38%) were significantly more likely to respond “Not sure” when asked who is counted in the Census.
Support for Counting Non-Citizens
To measure levels of support for non-citizen inclusion in the Census, DDIA conducted a split-sample test. Each respondent saw one of the following statements:
Statement A: “Non-citizens and unauthorized immigrants deserve to be counted in the 2030 Census.”
Statement B: “Non-U.S. citizens living in the U.S. deserve to be counted in the 2030 Census."
Results:
Support increased from 45% (Statement A) to 52% (Statement B)
Strong opposition decreased from 17% to 11%, respectively
While the poll showed increased support when respondents were presented with the phrase “Non-U.S. citizens living in the U.S.” instead of “Non-citizens and unauthorized immigrants,” it’s unclear whether this is simply a wording effect or whether respondents interpret these groups as distinct. The difference in responses could suggest that the public distinguishes between types of non-citizens, such as legal residents versus undocumented immigrants, rather than responding purely to tone or framing. This distinction matters for outreach and messaging strategies aimed at building support for inclusion in the Census.
Recommendations
To strengthen democratic participation and ensure fair representation for Latino communities ahead of the 2030 Census, DDIA recommends the following approaches based on both polling data and best practices in narrative research and messaging strategy:
For Civic Educators, Journalists, and Advocacy Organizations
Clarify who gets counted in the Census, using accessible, linguistically and culturally relevant materials. Emphasize that the Census includes all residents, not just citizens, and explain why this matters for resource allocation and representation.
Pair facts with empathy. Avoid only technical explanations. Communicators should meet audiences where they are.
Ensure clarity around terms like “non-citizens,” “unauthorized immigrants,” and “undocumented people.”
For Community Leaders and Trusted Messengers
Leverage local trust. DDIA’s 2024 polling showed that neighbors were among the sources trusted across partisan lines among Latinos. Partner with churches, parent networks, barbershops, or WhatsApp group moderators to meet people in everyday spaces.
Include Census education into regular life. Host conversations during school meetings, community fairs, or food distribution events, not just Census specific activities.
For Policymakers and Funders
Invest in year round civic education. Building trust and awareness takes time. Campaigns concentrated only during Census years could be insufficient.
Fund digital and media literacy programs. These programs help Latino communities navigate conflicting or false information about the Census, immigration, voting, and others.
Support collaborative message testing. Encourage partnerships between researchers, advocacy organizations, and local media to test and share which narratives increase understanding and participation, particularly among harder to reach groups.
Highlight what’s at stake with specifics. Census data affects how federal funds are distributed annually. Messages should clearly connect this to tangible resources, like school funding, emergency services, and public health.
Download the Full Census Report:
DownloadFor additional resources about the poll, check out:
DDIA Poll Takeaways: Latinos and Narratives + Claims
DDIA Poll Takeaways: Latinos and Trust
DDIA Poll Takeaways: Latinos and Immigration