The rising cost of living, from groceries and housing to gas and healthcare, remains a major concern for Latino voters in California as they consider the state's next governor.

Marisol Velez mentally added up the items in her cart before putting them on the conveyor belt at Grocery Outlet in Livermore.

“I had to,” said Velez. “I had limited cash. Sales have been so slow and everything is so expensive now with food and high gas prices.” Velez and her husband own a small retail store in town, where they have seen business drop dramatically while merchandise costs for them have skyrocketed in the last year. “It’s been hard.”

As the 2026 midterm elections approach, voters face decisions that could shape the future of California and the nation. Among the many challenges facing Americans, the economy and the rising cost of living remain major concerns. This is particularly true for Latino voters in California, who make up about 30 percent of the state's registered electorate. A September 2026 survey of 1,250 Latino registered voters in California by the Latino Community Foundation found that cost of living and inflation topped their concerns (57%), followed by housing affordability (36%), jobs and the economy (31%), homelessness (30%) and healthcare costs (29%). But what matters most to Latino voters depends on who you ask.

For Shirley Garcia of Castro Valley, immigration is the top issue. She opposes aggressive ICE enforcement and the detention of people who are not dangerous criminals, including working people such as construction workers and teachers, as well as minors. “My family, friends and I shouldn’t feel like prisoners in our homes because of the color of our skin or our Latino surnames,” she said.

John Trujillo, a retired painter with San Francisco Local 913 Painters Union, sees the gubernatorial race as a referendum on Gov. Gavin Newsom. “It’s going to take a lot to reverse damage Newsom has done to California. This guy has a lot of new suits but the state is broke and don’t get me started on that speed train catastrophe.”

A 28-year-old Mexican American restaurant worker from Hayward, who asked not to be identified, said she and her family worry about the uncertain economy, job security and their financial future. She wants a more empathetic immigration system, greater transparency in how tax money is spent, and more funding for healthcare and education in her community.

Velez said she was grateful when her ACA healthcare subsidy expired in January unexpectedly, and Covered California stepped in to keep the price down. “Newsom has protected us in California. That is all I ask of our new governor.” 

The candidates offer different approaches.

Democrat Xavier Becerra was born in Sacramento to Mexican immigrant parents. He earned law and economics degrees from Stanford, represented Los Angeles in Congress, served as California Attorney General from 2017 to 2021, and was U.S. Secretary of Health and Human Services from 2021 to 2025.

Becerra says he would address housing, utility and insurance costs, price gouging and healthcare access. His housing proposals include finding funding for 40,000 already-approved affordable homes and expanding assistance for first-time buyers. He also supports strengthening Medi-Cal and lowering prescription drug costs.

On immigration, Becerra says he would defend California’s sanctuary laws and challenge federal actions he believes violate constitutional protections. He also supports moving away from privately owned immigration detention facilities in California. On homelessness, he proposes expanding prevention efforts, including rental assistance and other support services. He also supports clean energy investments, grid resilience and greater investment in wildfire prevention.

Republican Steve Hilton was born in England, studied at Oxford University and served as a senior adviser to British Prime Minister David Cameron from 2010 to 2012. He later worked in business, co-founded Crowdpac and hosted a Fox News program. He moved to California in 2012, became a U.S. citizen in 2021 and has never held elected office.

Hilton argues taxes and regulations have driven up living costs. His proposals include eliminating state income tax on the first $150,000 of income, reducing the gas tax, cutting utility bills, and easing regulations on businesses and housing construction. He also wants to eliminate the $800 fee for registering a company.

Hilton also proposes clearing homeless encampments, expanding recovery centers, improving education and investing in water infrastructure.

His campaign says these proposals would restore economic opportunity, improve public spaces and make government more accountable. These are campaign proposals, not guaranteed outcomes.

Trujillo supports Hilton. “I know he’s British, but I think we need a fresh take on environmental protection issues,” he said. “He’s promising to help cut utilities in half and lower gas prices to $3 a gallon. It’s important to me that he be given the opportunity because he seems determined to get it done and I believe he can.”

Jim Salinas, a former San Francisco police commissioner, former San Francisco Recreation and Parks Commission president and former Carpenters Local 22 executive officer, disagrees. A longtime Latino activist, Salinas supports Becerra and says immigration enforcement is a central concern.

“Racism is alive and well in America thanks to Donald Trump, and Hilton is his handpicked clone,” Salinas said. He praised Becerra’s past work challenging Trump administration policies and said Becerra has been accessible to Latino leaders and organizations.

California’s general election is November 3. Voters can return ballots by mail, use an official drop box or vote in person.

“I never used to vote until somebody told me if I don’t, I’m letting other people decide what happens to me and my family,” Velez said. “That scared me.” She laughed. “So now, I vote.”