The following stub for the article, “The Working Class Project: 2025 Report,” is cross-posted from the Executive Summary and the Summary of Research of the report:
Executive Summary
Working-class voters perceive Democrats to be woke, weak, and out-of-touch, too focused on social issues and not nearly focused enough on the economic issues that impact everyone, every day. But Democrats can win back these working-class voters, in 2026 and beyond.
Nearly one year since Trump was reelected, a solid majority of working-class voters remain frustrated, anxious, or struggling with their financial realities – and they aren’t optimistic any of that will change. They are worried about inflation, and about their paychecks keeping pace; about the price and attainability of both housing and health care; about the job market, Trump’s chaotic tariff policies, and their sense of stability. These Americans define themselves by their hard work and self-sufficiency, but feel like neither trait is rewarded in our economy. They’re angry – not necessarily at the wealthy, but at an unfair and rigged system where politicians give the rich and powerful all the breaks. And they’re disappointed Trump and Republicans aren’t helping them, viewing them as more focused on picking fights and looking out for themselves than on reducing how much everything costs.
This provides Democrats with an opening. To earn back the votes of working-class Americans, our Party needs to make clear it values people who work hard. Instead of denigrating or contrasting ourselves with Republicans, Democrats need to advocate for our own policy agenda, one that first-and-foremost rewards hard-working, fair-playing people – an agenda that helps them get ahead, not just get by; an agenda that ensures health care is affordable, homeownership is obtainable, and retirement is possible. And because the status quo feels broken, Democrats shouldn’t be afraid to acknowledge we need big, bold, aggressive changes, across the board.
There’s no one perfect model for Democrats to follow as we try to earn back working-class votes and work our way out of the political wilderness. But Democrats who are authentically relatable, clear, and respectful in how they communicate connect most with the working class.
Finally, when and where we reach these voters also matters. They still increasingly get their information from, and form their opinions on, non-traditional platforms – particularly YouTube and TikTok – and Democrats need to build up their presence on these channels.
Summary of Research
The Working Class Project conducted:
- 39 focus group discussions with nearly 400 collective working-class voters across 21 states, from February to August.
- A two-phase media consumption study among working-class voters across 21 states in the spring. This included an online survey of 7,555 voters, of whom 2,179 self-identified as working class, and media-usage diary research, in which survey respondents were asked to complete a detailed diary of their media usage over 24 hours. A total of 474 working-class voters participated in this diary research.
- Weekly longitudinal qualitative research over 13 weeks from March to June, among a fixed group of 28 self-identified working-class swing voters across battleground states who voted for Donald Trump in the 2024 presidential election. Participants responded to and discussed new questions each week, focused on Trump’s actions in office, party brands, and current events.
- Monthly longitudinal quantitative research in April, May, and June. Each wave included 1,000 interviews via an online panel among self-identified working-class voters, who were asked a series of tracking questions to measure movement, and new questions to capture reactions to unfolding national events.
- A benchmark messaging survey of more than 3,000 working-class voters across 21 states. This survey consolidated the most resonant message frames borne from focus group discussions and longitudinal qualitative boards to assess how they moved voters on a generic ballot and congressional vote. Messages covered issue areas focused on the economy and rising costs, tariffs, health care, corruption, immigration and LGBTQ+ issues, specifically focused on trans issues that continued to arise in each focus group.
- Ad testing in September and October that assessed messages that performed well in the benchmark survey, integrated into various ad treatments, and tested in Virginia as well as the remaining 20 states in which we conducted research.
