One of the problems with the Latino narrative is that most assume Hispanics are indistinguishable from each other. Just because someone shares the same skin color, the same language or are from the same country does not mean that their worldview is the same. The so-called Latino vote is such a thing.

There are Latinos who voted for Donald Trump and support wholeheartedly support him. They do so because in their world view Trump solves of their problems. Then there are the Mexicans, who universally dislike Donald Trump because he denigrates Mexicans for political points.

So, when Robert Unanue recently cozied up to Trump many Hispanics called for a boycott of Goya products. Many others joined the call for the boycott, as well. But the boycott hasn’t trended because Latinos are not on the same page politically. Some, like Unanue, support Trump while the rest of us don’t.

For the record, I’m not buying any Goya products. But not many other Latinos will be joining the boycott. Some because they do not follow politics closely. They are too busy taking care of their families to keep an eye on Trump. Latinos, are also, notorious lackluster voters.

Even the Latino die-hard voters do not all see the world the same. Cubans, for example, at least in America will traditionally vote for anyone that promises to end Communism on the island. Cubans also have no empathy for Mexicans because México was one of the few countries to resist isolating the nation while the Castros were governing. Cuban-Americans have no regard for Mexicans because they feel betrayed by Mexicans in their fight for Democracy in Cuba.

Another boycott was recently called by Hispanics. It was against Home Depot for their support of Trump. But, like the Goya boycott, it gained little traction and it fizzled out.

The Goya boycott proves that Hispanics are not politically one. To think they are ignores the reality that Hispanics are among the most fragmented minorities in America because each has a different world view from the other. It is why the so-called Latino vote never materializes. This is because it assumes Hispanics vote as one. They do not.