This week, Semafor ran a story quoting Dem strategists who finally said the quiet part out loud: the national party’s brand is shot.
“For the last 20 years, Democrats have misunderstood how you actually win elections,” one strategist said. “The base of the Democratic Party isn’t white intellectuals in Brooklyn — it’s a 58-year-old woman without a college degree.”
They’re absolutely right. National Democrats have developed a tone and culture that alienates the people they claim to stand for.
But they’re wrong about the cure.
The party’s problem is more core than just messaging. It stopped fighting for anything that real people can actually feel.
Working people don’t need another party that empathizes with them. They need one that fights for them.
Historically, that was always the Democrats. But across the country, people who used to be the base of the Democratic party (factory workers, nurses, contractors, etc.) have drifted away at a dizzying rate.
It’s not just the white working class. It’s Hispanic voters in Texas, Black men in Georgia and service workers across the country. They haven’t become “right wing” or even right of center… they just don’t feel like Democrats can actually deliver.
In a new study by the Center for Working Class Politics, they found that when identical populist candidates were labeled “Democrat” instead of “Independent,” their support dropped 10-15 points in key swing states like Ohio and Michigan.
Ezra Klein calls this “the Democratic penalty.” When the D next to your name costs you votes before you even open your mouth.
This isn’t an ideology problem… it’s a credibility one. Most people don’t think Democrats are evil… they think they’re useless.
National Democrats talk like consultants and govern like landlords.
Trump, for all his chaos and authoritarian drift, understands something that FDR once lived by and Democrats forgot: people aren’t moved by white papers or threatening letters. You must pick fights that are real.
A political movement requires a galvanizing issue at the heart of it… something organic that unites people across class, culture and geography.
For Trump, it as immigration and the wall. For Obama, it was hope after Iraq and financial collapse. For Reagan, it was inflation and the idea that America could still win.
What do Democrats have now? Climate tax credits? Student debt cancellation? Important, yes… but abstract. Too niche and transactional.
Trump is no moderate, but he can sound be perceived as one by low propensity voters because he pairs extreme stances with selective restraint… like promising not to touch Social Security or Medicare.
He understands the emotional math. Pick some fights so big and primal that everyone knows where you stand… then blur everything else. Turning chaos into clarity.
Dems have the inverse problem: a laundry list of policies but no through-line. It feels like the message is a deck slide and not the fight.
The decline didn’t start with Trump. It started gradually as Dems stopped knowing how to talk about power.
After the financial crisis of the late 2000s, the party had a shot to rebuild around working people. Obama’s reelection campaign in 2012 actually nailed it.
The “fair shot” message that contrasted Romney’s 47% line drove the sense that Dems were on the side of working people. Then they dropped it.
The message of economic fight pivoted to a managerial tone. Democrats started talking like admins of the status quo instead of challengers to it.
Bernie’s rise in 2016 was proof that the base still wanted the fight… but the establishment wanted to play it safe.
In retrospect, it was one of the biggest own goals in recent political history.
The gap isn’t just economical anymore. It’s cultural. People who work with their hands feel like they’re being spoken at, not spoken to.
Trump sounds blunt, delivers five lies and people call it truth. Democrats sound careful and people feel it’s fake.
At some point, Democrats stopped sounding like the people they fight for.
Dems need to take on the tollbooth economy: the middlemen and monopolies that make life more expensive while claiming innovation.
Hospitals mark up drugs thirty-fold, credit card fees skim small biz and Big Tech is turning your data into currency.
Democrats talk fairness and write nice letters but haven’t made it a fight. A lot of press releases and hearings but no teeth.
This isn’t about punishing success. It’s about restoring control over people’s daily lives. Everyone, from construction workers to small business owners to parents, feels the squeeze.
The party also must fight to restore the fair shot: the basic promise that hard work and persistence should still add up to a life.
Normal people are working harder and falling behind even faster. The price of a middle-class life (with a home, childcare, health insurance) has doubled as wages have flatlined.
Trump uses economic resentment in his culture war. Dems need to leverage it to bring the country back together again.
Since 2016, the Democrats have had ambition but no narrative.
Biden governed well but softly with no presence. Harris inherited a role, not a movement… (but still struggles to handle a basic interview). They assumed Trump would self-destruct.
Whoever leads in 2028 has to sound less like a manager and more like a believer.
Someone who can make the case in a 30-second TikTok, a 3-minute cable hit or a 2-hour longform podcast… and sound like the same human in all three.
They’ll need to fight in a way that galvanizes the masses, not just checks boxes.
The report in Semafor was right. Democrats have a huge tone problem.
But tone is just a symptom. The real issue is a lack of connection with working people.
Voters aren’t looking for perfection. They want a fight that feels real.
Trump gives people clarity, even when it’s BS. Democrats give a lot of nuance, even when it’s 100% true.
To win back working Americans, the party needs to stop explaining. It’s time to fight… not for programs but for power.
Power for the basic idea that hard work and persistence should still add up to something.
Because until Dems sound like they believe that again, no one else will.
Every word is true. Dems need to sound like they actually understand “the people”. Great article!!!!
💯💯💯💯💯💯💯💯💯💯💯💯💯💯👏👏👏👏👏excellent article and may help us find a path forward.