Nearly seven months after Republicans swept the White House and both chambers of Congress in the 2024 elections, Democrats are engaged in deep introspection and searching for strategies to regain power in the upcoming midterm elections. The party is grappling with plummeting favorability ratings and a perception among many Americans that Democrats are weak while Republicans, particularly Donald Trump, are strong and authentic.
The Democratic National Committee (DNC), under the leadership of its new chairman Ken Martin, is conducting an extensive “postelection review” analyzing the party’s missteps, the campaign of presidential nominee Kamala Harris, and the broader Democratic ecosystem which reportedly spent over $10 billion in the last election cycle but failed to secure control of Washington.
Beyond the DNC, a multitude of multi-million dollar research projects have sprung up to dissect the party’s failures. However, some prominent Democrats are expressing concern that further consultant-driven analysis will only reinforce the perception that the party is out of touch with ordinary Americans.
Several potential 2028 presidential contenders are advocating for less academic study and more direct communication. Arizona Senator Ruben Gallego emphasized the need for Democrats to connect with voters on their level, particularly working-class individuals, using empathetic language rather than “professorial” terms. Governors Tim Walz of Minnesota (the party’s 2024 vice-presidential nominee) and Wes Moore of Maryland echoed this sentiment during speeches in South Carolina, urging the party to prioritize practical action over lengthy studies and cautious messaging.
One notable outreach effort is “Speaking with American Men” (SAM), a $20 million project aimed at understanding and winning back young men aged 18 to 29, a demographic that largely supported Trump in the last election. The project involves focus groups and digital platform analysis to counter right-wing messaging and promote Democratic views in online spaces popular with these voters.
American Bridge 21st Century, a Democratic opposition research group, has also launched a $4.5 million “Working Class Project,” conducting listening tours across 20 states. A recurring concern heard in their focus groups is the perception that “Democrats don’t care about people like me,” prioritizing other groups instead. This perception was highlighted by the effectiveness of Republican ads during the 2024 campaign that targeted Kamala Harris on transgender healthcare issues, portraying Democrats as being focused on identity politics that don’t resonate with many Americans.
Despite these challenges, Democrats see potential opportunities in upcoming gubernatorial elections and next year’s midterms. Polls indicate a decline in Americans’ confidence in the GOP’s handling of the economy, and Democrats have shown strong performances in several recent elections. DNC Chair Ken Martin pointed to successful ballot measures in conservative Missouri supporting progressive policies as evidence that the party’s platform is popular, even if the Democratic Party brand is not currently aligned with it. He expressed optimism that these perceptions can be changed.
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