I think that the American people are curious about who a candidate is, what their background is, who their family is, what their faith experience has been, their education, their work experience. All of those are factors that voters look at because they want to take a measure of the individual.
It is no longer socially permissible to use race, explicitly, as a justification for discrimination, exclusion, and social contempt. So we don't. Rather than rely on race, we use our criminal justice system to label people of color 'criminals' and then engage in all the practices we supposedly left behind.