My takeaway from these conversations was that, at least at the beginning of his campaign, Biden has obvious advantages but also faces significant obstacles. Often, late in campaigns, Democratic candidates to try to use fear of the opponent as voter motivation. But that can backfire.
As Woodbury told me, his firm saw a significant erosion in turnout and Democratic support in 2022 among Black men because they “do not respond to messages of fear and loss.” Instead, he said, “they need a message of what they have gained, not what they will gain.” They respond to a message of being empowered rather than being endangered.
This messaging, which should already have been a more central part of Democrats’ overall pitch, has to start now.
