Our two main political parties are at a crossroads. Can a consumer marketing lens reveal a way forward? By Stacy Baas and Samantha Cabaluna Full text of the report available at https://www.baasstrategy.com/blog/making-sense-of-the-moment-b4tsw

1. Our two main political parties are at a crossroads.
Can a consumer marketing lens reveal a way forward?
By Stacy Baas and Samantha Cabaluna

2. Making
Sense
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Moment
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The calling of the 2020 presidential election
for Joe Biden, left us, as it probably did many Americans, with more
questions than answers. Yes, there was some clarity (though not
100% certainty) on who would be inaugurated on January 20th, but
we found ourselves circling back again and again to several
unanswered queries:
How did the Democrats barely squeak out a win, when the incumbent
was presiding over an out-of-control pandemic and the highest
unemployment rate in U.S. history?
How should the Republicans proceed in a party forever changed by
Trump, but without him in a position of power?
Is there any way to change someone’s mind in a painfully politically
divided America?
And finally, is there hope for the American Experiment?

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We weren’t satisfied with what we were hearing in the national debate…
…and the echo chambers of our own political conversations only told us a part of the story. We wanted a deeper understanding.
Having partnered together over the years building brands based on consumer insights, we set about over
the next several months to talk to over 500 Americans about their hopes and fears for America, and their
thoughts about the two major political parties.
We put on our branding hats, looking at America, the Republican
party and the Democratic party, each as its own brand.
And we looked at Americans as we would consumers, whose votes are once-every-two-year or
once-every-four-year purchases that say as much about what they want for America as they say
about who they are as individuals.
In particular, we looked more deeply at the voters
we call “Open but Unconvinced”
These are voters who called themselves “neither Democrat nor Republican” or only “slightly
Democrat” or “slightly Republican.” We wanted to understand not only the reasons behind their
votes – those functional, issues-based motivators – but also what was deepening or hindering
their loyalty and love for the political parties– those emotional connections and perceptions
that create a sense of identity and personal alignment with a brand.

4. We didn’t expect to get one clear answer (spoiler alert: we didn’t). America’s democracy is
complex and so are its people. But what we learned points to a way forward for the
political parties, and people who wish to see America thrive.

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Polarization is the primary
problem on which most
Americans can agree.
To our surprise, we actually found the most common ground
among voters in both political parties was that they both wish
for political common ground.
This is an important message for candidates and elected
officials that, base aside, hardline adherence to partisan
orthodoxy isn’t the key to winning most Americans’ hearts and
minds.
It’s underscored by the fact that nearly half of both Trump and
Biden voters agree that America needs a third political party to
“challenge the Republican and Democratic leadership.” The
move to hard corners of the political spectrum has left many
Americans wishing for a refuge of common ground – an
alternative to what both parties are offering.
70%
“…political polarization is a major problem.”
“…I’m concerned about the lack of civility in
political discourse”
“…compromise and collaboration are the best
way to make progress.”
“…good ideas can emerge from anywhere on
the political spectrum and we should keep our
minds open.”
Nearly “America needs a third political
party to challenge the Republican
and Democratic leadership.”
More than
of both Biden
and Trump
voters agree…
of both Biden and
Trump voters agree
50%

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Not surprisingly, COVID-19 was most
frequently cited by supporters of both
Biden and Trump as the biggest
challenge facing America right now.
An interesting note:
Reducing crime was an important issue for nearly the same percentage of Biden voters as was police/
criminal justice reform (40% and 44% respectively), indicating that police reform is a losing proposition,
even for Democrats, if it makes everyone less safe, rather than making everyone equally safe.
Issues of basic well-being and safety –
for ourselves and others – transcend
partisan divides.
There weren’t many issues both sides agreed on, but the ones
they did said a lot about what’s most concerning to Americans
today. Racial justice, the opioid crisis, human trafficking, aging
infrastructure, and crime reduction all had similar numbers of
Biden and Trump voters indicating it was an issue they wanted
to see America make progress on.
Our takeaway: Rather than leaders who stoke our fears to
deepen the divide, a majority of Americans are plainly asking
for leaders who will bridge the divide and solve problems that
materially contribute to the erosion of well-being in America.
Racial Justice was identified as the single most
important issue that America needs to make progress
on by more demographic and behavioral segments we
analyzed than any other issue. It was the top issue for:
• Biden voters
• Moderate voters
• Urban and Suburban voters
• Midwestern, Southern, and Northeastern voters
• Non-white voters
• Voters ages 18-35 and voters ages 35-54
Among Biden voters and Trump voters, there were
similar levels of desire to prioritize these issues:
• Opioid crisis (~2%pt difference)
• Human trafficking (~3%pt difference)
• Improving aging infrastructure (~11%pt difference)
• Reducing crime (~ 11%pt difference)

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Americans see a deep character
deficit in their political leaders.
Only 22% of American voters said
the Democratic party is ethical.
14% of American voters said
the Republican party is ethical.
The days of a campaign-sinking sex scandal seem distant and
hopelessly innocent. Character is certainly no longer essential
to getting into or even keeping office, but we wondered, does
it still count for something in American politics today?
Our quantitative research underscored the fact that the
character deficit is real. 45% of Americans say the Democratic
party puts the needs of all Americans above its own political
agenda. Only 28% say the same of the Republican party.
It’s clear that no party owns unshakeable moral high ground.
The question is, will the two major parties choose to race to
the bottom, or laboriously climb back toward the top?

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However, character still counts
for those who are
less party-aligned.
Voters who called themselves neither
Democrat nor Republican spoke passionately
about candidate character. They agreed with
conservatives on some issues and progressives
on others. But candidate character was
essentially their tie-breaker in choosing who to
vote for.
In this moment when trust in the both parties
is low, there appears to be room for a party to
build a values platform that establishes not just
their policy goals, but their character and
integrity standards, re-establishing a contract
with the American people for the expectations
they can have of their leaders. It’s a bold idea,
and extraordinarily hard to live up to. But the
high ground is there, should either party
choose to take it.
Character matters
to independent
voters…
Nearly half of Biden voters said they agreed
completely that the moral character of a candidate
is an important factor in who they vote for.
Less than one-third of Trump voters agreed
completely that the moral character of a candidate is
an important factor in who they vote for.
…and there are indications character might have been the intangible asset
that tipped the scale in Biden’s favor in the last election.

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Republicans are missing the
opportunity to win Open but
Unconvinced voters.
Open but Unconvinced is our name for the significant group of
persuadable (typically moderate) American voters who don’t
maintain deep allegiance to a particular party. The news isn’t
great for either party, but the Republicans are faring much
worse with the Open but Unconvinced.
In our research, it was evident that the Republicans are not
giving this group reasons to vote for them, much less reasons
to love them. The biggest concern this group had about the
Republican party (after responses related to Donald Trump
specifically) was that it “doesn’t care” about Americans,
followed by concerns that it is corrupt and dishonest.
The Republican party’s growth and relevance depend on these
people. They want political voices that champion conservative
values, individual responsibility, and fiscal moderation, but
they’re losing patience with policy and posturing that doesn’t
address the real issues Americans face. They want a return of
the courageous, common sense, Grand Old Party that fought
to make America a beacon of ingenuity, strength, and progress.
Will the Republicans heed them?
59% Voted for Biden 38% Voted for Trump
62% said the GOP is doing a “poor” or “terrible” job on issues
that matter to them
68% said the GOP is far from its original purpose
61% said the GOP is out of touch with the needs of people like
me
20% said the GOP puts the needs of all
Americans above its own political agenda
Only 17% viewed the
GOP as “practical”
Only 6% viewed
the GOP as “just”
OPEN BUT UNCONVINCED

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For many Open but Unconvinced voters, a ballot cast for a
Democrat was a “lesser evil” decision. Notably, within this
group, those casting a vote for Biden said they “voted against”
Trump and the Republican party rather than “for” Biden and
the Democratic party in significantly higher numbers than all
other voters.
In short, winning their votes didn’t mean the Democrats had
won their hearts.
At this unique moment in history, the Republicans have gifted
the Democrats with a chance to capture the hearts and minds
of a healthy majority of Americans.
So, who are these Open but Unconvinced voters, and what
do they care about?
Democrats gained Open but
Unconvinced votes, but not their
hearts, in the last election.
The top issues for Open by Unconvinced voters align with
Democratic priorities.
• They pride themselves on evaluating issues
and candidates on their merit rather than
voting based on party affiliation.
• More than half have changed political views
in their lifetimes.
• The see the value in both conservative and
liberal policies.
Open but Unconvinced voters
consider all sides of issues.
Better access to health care, ending hunger and homelessness, addressing
climate change, and sensible gun regulation are the top issues Open but
Unconvinced voters chose as wanting to see America make progress on. And
when we asked them to choose the one issue that was most important to them,
better access to health care, addressing climate change, and racial justice were the
issues that held this group’s top spot most often.

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The opportunity for Democrats is less
of a stretch, but they’ve got plenty of
work to do. Top traits associated with Democrats:
down-to-earth | open-minded | hard-working
compassionate | optimistic | inclusive
OPEN BUT UNCONVINCED
While the Democrats don’t win lavish praise from Open but
Unconvinced voters, we found that they get credit for more
reasons to love than their Republican counterparts.
The Democrats are at their best, according to this group, when
they are looking out for and taking care of everyone. Again and
again, the words “care” and “help” came up to describe the
Democrats’ strengths, paired with the phrases “entire country”
and “all the people.” Caring for all the people is the Democrats’
superpower. They just need to get better at doing while
exhibiting the traits voters say they are lacking: “bold,”
“innovative,” “ethical,” and “energetic.”
If the Democrats want to convince the Open but Unconvinced
they must help more justly. Care more boldly, ethically and
energetically.
Traits for which Democrats have significant
room for improvement:
just | bold | ethical
innovative | energetic | honest

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There’s a new
S-word
in America.
What is your biggest
concern about the
Democratic Party?
What would America be
like without the
Republican Party?
We never brought it up. But it came up organically from our
research participants. A lot. The word is Socialism.
The Republicans have effectively branded Democrats with
the socialist label, and certainly some Democrats have
adopted the label as well. But except for a select few in our
research who were able to parse the nuances of the word,
socialism was universally negative. The picture it painted
wasn’t one of happy, healthy Danes with universal education
and health care, but one of bread lines in Venezuela.
This is the hand grenade Democrats must handle carefully.
They’re appreciated for being the compassionate party that
cares about everyone, but when it starts to look or smell
like (or simply get positioned as) socialism, that compassion
is a bridge too far.
Socialism is not only a reason to fear the Democrats, it’s a
reason for Republican existence.

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Americans want the Land of
Opportunity back. And they
want it for everyone.
In our focus groups, voters across the political spectrum told
“bootstraps” stories about themselves, their parents, or
grandparents. The narrative of the “land of opportunity” is still a
powerful one, even as many we spoke with acknowledged the
ways systemic racism, the wealth gap, and unequal K-12 education
hinder opportunity.
In particular, Open but Unconvinced voters think both parties are
missing the point when it comes to opportunity. They saw:
• Republicans as not caring enough about the equal distribution
of opportunity.
• Democrats as not focusing enough on the individual’s role in
turning opportunity into prosperity.
This is an area where meeting in the middle is deeply desired.
Americans are capable of nuanced thinking about how
opportunity is created and distributed in America. It’s time for our
political parties to match them, and then work tirelessly to make
opportunity accessible for all.
TAKEAWAYS FOR
DEMOCRATS:
Spur opportunity while expecting
Americans to do their part to
turn opportunity into prosperity,
effectively giving a new generation
their own bootstraps stories to
tell.
TAKEAWAYS FOR
REPUBLICANS:
Acknowledge that the bootstraps
themselves aren’t as accessible for
everyone, and work toward
expanding opportunities to
anyone who is willing to work to
turn them into prosperity.

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Wanted:
A sense of our
shared humanity
During our research, when given a chance to speak freely about
their political opinions without judgment or rebuttal, our research
participants often talked their way to deeper truths, more
personal than political.
We walked away convinced that we need more conversations like
this, where listening is the point.
Our research conversations didn’t necessarily change any of our
opinions, but it deeply changed how we looked at the opinions of
others and how they arrived at them. We have a deeper sense of
the humanity of those we disagree with, and more importantly, a
deeper well of goodwill for how we address them and think of
them.
This isn’t just a job for leaders or researchers. Our research
showed that conversations with friends and family were second
only to the televised debates in their impact on who Americans
voted for. Conversations with friends and family are highly
influential, and as such, we must approach them with greater
understanding and empathy for those we disagree with.
Americans believe
Democrats and
Republicans are equally
responsible for the
increasing animosity in
political discourse.
Democrats are accused of
looking down on those who
don’t agree with their opinions,
while Republicans’ willingness to
forego the norms of civility was
frequently mentioned.
51% “hateful” 49% “critical”
18%
“hateful”
82% “critical”
Trump voters’ language to describe Democrats:
Biden voters’ language to describe Republicans:
When we asked participants what their greatest concern about the opposing party was, we categorized
their responses as either “critical” (critiques that even if intense were rooted in philosophical differences) or
“hateful” (demeaning, angry, name-calling, fear-mongering).

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Is there hope for
the American Experiment?
We think so.
Americans haven’t given up on America, but they are
concerned. Our survey participants underscored the sense of
cautious optimism and were sanguine about the work ahead.
of the voters we surveyed agree that
“the systems and institutions of
American democracy (fair elections,
representative government, peaceful
transfer of power)” are mostly
working, but under threat.
believe our institutions are solid and
working fine.
That’s a small majority (but a majority, nonetheless) of
American voters who are hopeful about our democracy.
45%
10%
61%
of voters agreed that ”as
Americans, we have more in
common than the current political
environment makes it seem.”
(69% of Democrats agreed while 57% of
Republicans agreed)

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However, we take hope in the fact that while
Americans are worried about our future and
polarized about how to address it, there’s
more agreement about what’s important than
news headlines suggest. We all want
America to survive and thrive.
How our leaders channel that shared desire
into material progress that serves Democrats,
Republicans, and the Open but Unconvinced
alike will be the true test.
We’re hopeful they live up to the challenge.
The road ahead isn’t easy,
but we all want the same thing:
a thriving America.
Given our finding that 70% of both of both Biden and Trump
voters agree that political polarization is a major problem, we’re
not the only ones wondering about how we can move from
disagreement about facts to a shared understanding of facts, even
if we disagree about what to do with them.

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About the methodology:
• Three online consumer focus groups among self-identified Democrats, Independents, and Republicans,
conducted December 2020.
• Online quantitative survey among 511 registered U.S. voters, conducted December 2020, and loosely balanced
to the census for age, region, gender and ethnicity. Fielded using Dynata’s consumer research panel.
About the authors:
Samantha Cabaluna and Stacy Baas are long-time collaborators who share a passion for helping brands
act more purposefully in the world. Samantha, formerVP Marketing at Earthbound Farm and current founder of
Unvarnished Communications + Marketing, brings in-the-trenches experience that turns strategy into action.
Stacy, founder of Baas Strategy, has spent the last two decades helping both global and hyper-local brands capture the meaning
in their brands to connect more deeply with their consumers.