The 2024 election has come to a close, marking a significant political shift as Donald Trump secured both the electoral and popular votes, unseating Kamala Harris in her bid to continue the Biden administration’s legacy. One of the most notable dynamics in this election was the number of 2020 Biden voters who chose not to back Harris, instead casting their ballots for Trump or third-party candidates. Understanding why these voters flipped provides crucial insights into the changing priorities and sentiments within the electorate.
Who Are the Flipped Voters?
Resonate data identifies an audience of 6M people who voted for Joe Biden in 2020 but voted for either Donald Trump or a 3rd Party candidate instead of Kamala Harris in 2024.
Demographically, this group of flipped voters spans several key segments:
- 31% are Millennials, suggesting a surprising shift from their previous support for Biden.
- 30% are Boomers, indicating a return to conservative tendencies that may have been set aside in 2020 to vote against Trump.
- 26% are Gen X, highlighting a significant portion of this generation seeking change from the status quo.
Racially, this group was quite diverse:
- 59% are White, forming the majority of this defecting group.
- 21% are Hispanic and 17% are Black, signaling that some key minority voters who supported Biden did not extend that support to Harris.
- 5% are Asian, a smaller segment but one that still reflects important electoral shifts.
Political Leanings and Ideologies
Most of these voters are not entrenched Republicans:
- 56% identified as Democrats, indicating a substantial level of discontent within the party.
- 31% are Independents, a critical group whose swing ultimately influenced the election outcome.
- Only 11% identified as Republicans, showing that the flip wasn’t driven by traditional GOP voters but rather by disillusioned Democrats and Independents.
Ideologically, they are primarily centrist, especially on fiscal issues:
- 50% identified as fiscally moderate, while 24% leaned conservative and 28% leaned liberal.
- On social issues, a plurality (47%) are socially liberal, but 36% are moderates, and 18% are conservatives.
These insights suggest a blend of progressive social values paired with moderate or conservative fiscal preferences, indicating a desire for a different approach to economic policy.
Key Issues That Drove Their Decision
Examining their issue priorities sheds light on why these voters shifted away from the Democratic ticket. When observing the platforms most important to them:
- 53% pointed to healthcare policy, a traditional Democratic stronghold but one where voters perhaps felt Harris did not offer new solutions.
- 43% focused on crime and law enforcement, a topic where Trump’s tough-on-crime stance may have resonated.
- 40% are concerned with entitlement policies like Medicare and Social Security, reflecting anxiety over economic security.
- 34% cited tax policy, showing ongoing concerns about the economy and the cost of living.
Their top issues of passion reveal a mix of progressive and centrist concerns:
- 35% prioritized reducing climate change, showing strong environmental leanings.
- 34% supported enacting gun control, aligning with Democratic priorities but potentially doubting Harris’s effectiveness.
- 33% are focused on pro-choice issues, yet this wasn’t enough to secure their vote for Harris.
- 31% wanted improved prescription drug safety and costs, indicating frustration with the pace of healthcare reform.
A Vote of No Confidence in Harris?
Resonate data suggests that many of these voters wereskeptical of Harris’s candidacy as a continuation of the Biden administration:
- 43% were persuadable but not firmly supportive of the Biden administration.
- Only 42% expressed outright support, while 14% opposed the administration.
This lukewarm reception highlights a lack of enthusiasm for Harris, which may have been influenced by her association with Biden’s policies rather than a fresh or distinct vision for the future.
Economic Concerns and the Decision to Flip
A significant factor in this voter shift was the economic anxiety many faced:
- 23% are struggling to pay for necessities, pointing to economic hardships and dissatisfaction.
- 49% are getting by, covering basic needs but with little to spare.
- 28% are living comfortably, a minority whose financial stability may have made them less concerned about immediate economic policies.
This dissatisfaction was mirrored in whom they trusted more to handle key economic issues:
- On jobs and the economy, trust was split evenly, with 36% for Harris and 36% for Trump.
- On immigration, Trump led significantly, with 41% trusting him compared to 31% for Harris.
- On taxes and spending, Trump again had an advantage, with 40% trusting him over 33% for Harris.
The stark division on these critical issues underscores why many Biden voters might have decided to switch their support in favor of Trump or third-party candidates, seeing him as a stronger or more decisive figure on economic matters.
Reasons Behind the Flip
Several key themes emerged from the data, explaining this voter behavior:
- Economic Dissatisfaction: With many voters expressing concerns about their financial situations, Trump’s promises of economic reform and tough stances on issues like taxes resonated more than Harris’s continuation of Biden’s policies.
- Desire for Strong Leadership: Harris’s association with the Biden administration, combined with ongoing economic challenges, may have led voters to seek a more assertive and distinct leader. Trump’s reputation as a business-oriented candidate likely appealed to those frustrated by rising costs and economic uncertainty.
- Shift Toward Centrist Policies: The mix of fiscal conservatism and social liberalism among these voters suggests they were looking for a candidate who could address their centrist priorities. Harris may have been seen as too aligned with progressive policies without addressing their moderate economic concerns.
- Policy Misalignment: Despite passion for issues like climate change and gun control, these voters were not convinced that Harris would effectively address these concerns. They may have felt that the Democratic platform did not align closely enough with their broader priorities, especially around economic stability and law enforcement.
The defection of these voters signals a critical challenge for the Democratic Party as they prepare for future elections. Winning back this segment will require not just a deeper understanding of their economic anxieties but also a sharper focus on targeting voters based on the issues they care about most—whether that’s healthcare, crime, economic policy, or climate change.
Resonate’s real-time data provides unparalleled insights into voter priorities, enabling campaigns to go beyond broad demographic categories and connect with voters on the issues that truly drive their decisions. With the political landscape shifting, the ability to precisely target and activate voters based on their values and concerns will be essential for success in 2028.
