Introducing the Persuadable Progressives
Leveraging the industry’s most advanced machine learning models, our 2020 Voter Landscape has surgically divided the U.S. Electorate into seven voter segments based on their online behavior. We removed human bias from the equation and let the math do the talking.
On the left side of the Voter Landscape, meet the Persuadable Progressives, voters who share a personal bond with Bernie Sanders and remain wary of being forgotten by a party that now needs their support. Let’s take a deeper look at this segment.
Meet the Persuadable Progressives: The Bernie Democrats
The Persuadable Progressives are an online audience of 27 million U.S. voters who Joe Biden and other establishment candidates will have to work a little harder to connect with. Their trust and votes don’t come easy.
This majority millennial progressive voter segment represents Bernie Believers who are now 36% more likely to be unexcited about voting in the presidential election, compared to your average voter.
This ambivalence should put Democratic campaigns on notice. Just four short years ago, many of these voters believed that the party turned their back on them, failing to give Bernie Sanders, a fair shot at the nomination. They didn’t forget it in November.
The Persuadable Progressive is more likely to be Hispanic (a demographic Bernie has been known to galvanize) and they’re more likely to fall on the lower end of the household income scale. This is also an audience that is more likely to have student loans and eliminating that debt is a top policy priority for them.
How can Democratic campaigns get through to these voters in the final days and make sure they show up come November (67% of this audience plans to vote in-person on Election Day)?
For starters, our analysis shows this audience is primarily motivated by removing Trump from office. For Democratic campaigns at the top of the ticket down, the message to motivate this audience is simple: the party needs your vote to remove Trump and other Republicans from office. If you stay home, you risk another 4 years of Trump’s policies.
Moving beyond just a political message, when it comes to resonating with the Persuadable Progressives on the issues that matter most, campaigns should focus on:
- Promoting race, gender, and LGBTQ equality
- Drawing attention to human rights issues
- Aggressively combating climate change
When compared to your average voter, the Persuadable Progressive is:
- 43% more likely to support decreased military funding
- 25% more likely to support the Dream Act
- 22% more likely to support gun control measures
For Democratic campaigns that need to win millennials and Hispanics, targeting the Persuadable Progressive audience provides a great opportunity as we close in on November 3.
These are voters that will respond to candidates who are best able to channel their grievances and speak to them on an individualized human-level, with a message worthy of their vote.
Interested in learning more about the Persuadable Progressives? Download Resonate’s 2020 Voter Landscape.
Ready to target and win this unique voter segment? Request a demo or contact us or by phone at 855-855-4320.
