A new Latino group, called "Aquí: The Accountability Movement," has emerged on the U.S. political scene with the goal of using the "buying power" of these communities in the United States to improve Latino representation and eliminate negative stereotypes. Led by executive director Sindy Benavides, this movement calls for Latinos to stop being equated with immigrants and criminals.

Although no specific boycotts have been announced, the group's actions suggest that it may consider such measures in the future. In addition, "Aquí" plans to collaborate with other Latino advocacy organizations and legislators to protest the Trump administration's recent actions. Unlike other organizations that prioritize political representation, "Aquí" emphasizes the importance of accurate representation and building a positive narrative for the Latino community, Benavides told AXIOS.COM.

This movement comes at a time when the Trump administration's immigration policies and rhetoric have generated concern among Latino leaders and activists. Increasingly harsh rhetoric about immigrants, especially from Trump and his supporters, has fueled an increase in hate speech against Latinos. Activists fear that this rhetoric is contributing to a negative public perception and an increase in violence against the Latino community.

Despite these concerns, recent elections have shown an increase in Latino support for Trump. In the 2024 election, Trump garnered 46% of the Latino vote, surpassing previous Republican candidates such as Ronald Reagan and George W. Bush. This increase in Latino support has been notable in states such as Michigan, where Trump won 58% of the Latino vote, and in traditionally Democratic counties such as Hidalgo in Texas.

For this reason, after his presentation on Capitol Hill along with other organizations to set a precedent on the position against the misguided policies against migrants, Benavides said: "Our message today is simple: at a time like this, silence is complicity. Whether you are a business manager, employee, teacher or neighbor, if you stand idly by while our community is attacked for the political gain of others, your silence allows the cruelty to multiply. It doesn't matter who you voted for. When we look back on this moment we are going to tell our children about the day we bravely stood up for our families and our neighbors. We will not bow our heads in regret that we remained silent allowing cruelty to win. We are Americans. The 'Here' movement is in this place to demand justice and to ensure that silence has no place in the fight for human dignity. We declare loudly and boldly: 'No more. No more insults, no more cruelty. In this country the Latino community is respected. We are the present and the future of this country. At that moment, silence is no longer neutrality. It is complicity.

Benavides confirmed that "Aquí: The Accountability Movement" seeks to use the purchasing power of the Latino community as a tool to influence public representation and perception. By focusing on accurate representation and building a positive narrative, the movement hopes to counter negative stereotypes and promote a more authentic image of Latinos in the United States. Collaboration with other organizations and policymakers will be key to amplifying their impact and addressing policies they deem detrimental to the community.

In addition, the movement recognizes the importance of the Latino community's political and economic participation. With significant purchasing power, Latinos have the ability to influence market and corporate decisions. By considering possible boycotts and other economic actions, "Aquí" seeks to hold accountable companies and entities that perpetuate negative stereotypes or do not adequately represent the Latino community.