EL SEGUNDO, Calif. — Latino voters are the second largest ethnic voting group in the country, but they are often misunderstood and overlooked by candidates and campaigns.

That inspired veteran political consultant Mike Madrid to pen a new book released this week titled "The Latino Century: How America's Largest Minority is Transforming Democracy."

No, this may not be a fun summer beach read, but the book is a timely and insightful look at a demographic which could make a huge difference in the presidential election.

Madrid's perspective is a unique one.

He became a Republican in an era when few Latinos leaned that way. Madrid notes that conditions then were not that different from what we're seeing today.

"You have to remember in the late '70s, we had very serious inflation, very serious worries about currency, extraordinary problems in the Middle East, a leader that was perceived to be weak… and those are the three dynamics that are driving this election now," he said.

Although Madrid is not a fan of former President Donald Trump (he was part of the anti-Trump GOP group known as The Lincoln Project), the author notes that many people perceive Trump as the stronger of the two candidates.

"And at a time when things seem shaky, that type of a personality has some traction, especially with lower information voters," he adds.

However, Madrid is also quick to point out that a lot has changed in recent decades, especially regarding the Latino voting bloc.

"Latino voters of today and going forward are going to be foundationally different than the stereotype of Latino voters that we've had over the past 30 years," Madrid said.

He points out how many Latino voters are third and fourth-generation, with a much different view of the issues than their parents and grandparents.

For decades, issues such as immigration and labor dominated the discourse, Madrid argues, but things have changed.

"We are witnessing a radical shift from a racial and ethnic voter to an economic and class voter," he said.

Learn more about how politicians can best woo the new generation of Latino voters and why Madrid decided to team up with Democrat and former LA Mayor Antonio Villaraigosa on his gubernatorial campaign in the book "The Latino Century."