Democrats are finding themselves in an increasingly perilous position heading into the 2022 midterms.
There has recently been a marked decline in overall support for President Biden and his administration, driven in large part by swing voters, who have grown increasingly negative on the administration for their perceived mishandling of the major issues facing the country.
Swing Voters are a group that tends to vote for both Republicans and Democrats from cycle to cycle — and thus, are a decisive voting bloc that Democrats need to bring into the fold before 2022.
Swing voters currently prefer Republicans over Democrats in the generic 2022 congressional vote, 45 percent to 39 percent, according to the findings of a recent poll conducted by our firm, Schoen-Cooperman Research. This is indicative of the broader, strong trend toward the G.O.P. that we isolated in our recent piece.
Ultimately, our latest analysis of swing voters further highlights and underscores the challenges Democrats face going forward and also helps answer a pivotal question facing the party: How do Democrats revive their brand and refine their messaging in order to win back these crucial swing voters before the midterm elections?
Our findings provide a cursory strategic roadmap for Democrats, and indicate that swing voters are most persuaded by pro-Democratic arguments that convey an optimistic vision for the country’s future — which the national Democratic party’s message currently lacks.
Thus, an effective Democratic message in 2022 needs to demonstrate how the party is creating a better and more prosperous future for America — rather than just focusing on negativity and partisanship.
Specifically, messaging that shows how Democrats are transforming America and moving the country forward — by investing in our country’s infrastructure to modernize our roads, bridges, pipes, ports and internet connections — is highly effective, and is convincing to more than three-quarters (77 percent) of swing voters.
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