Academy of Management

Election Loss Lessons for Democrats

By Daniel Butcher

Leading up to the 2024 U.S. election, Democratic candidates needed to do a better job of keeping their fingers on the pulse of American voters and taking their concerns about jobs and the high cost of living seriously, rather than insisting on painting a rosy picture of the economy, according to Academy of Management Scholar Tim Pollock of the University of Tennessee, Knoxville.

Pollock noted a disconnect between Democratic politicians’ messages and what swing voters wanted to hear.

“People are saying, ‘I’m upset about this. This is what I see in my daily life,’ and Democrats talked at a more general, abstract level, saying, ‘It’s really not that bad because of this, that, and the other thing,’ and voters think, ‘Yeah, that’s nice, but that’s not my reality,’” Pollock said. “And so if you really want to influence somebody, especially when they’re having a really strong, visceral, negative emotional response, you have to try to understand where they’re coming from, acknowledge their pain, and talk about where they’re at.

“Even if you can’t come up with a perfect solution or what you’re proposing isn’t going to really be feasible, people are going to feel better if they think they’re acknowledged and recognized,” he said. “That’s similar to what we founding the research study we did about social-media influencers, who are effective at talking about people, saying ‘you’ not ‘me,’ using language that conveys an understanding of where their audience is coming from, and talking to them about their issues—that’s what people want.

“They want to feel seen and heard.”

Author

  • Daniel Butcher is a writer and the Managing Editor of AOM Today at the Academy of Management (AOM). Previously, he was a writer and the Finance Editor for Strategic Finance magazine and Management Accounting Quarterly, a scholarly journal, at the Institute of Management Accountants (IMA). Prior to that, he worked as a writer/editor at The Financial Times, including daily FT sister publications Ignites and FundFire, Crain Communications’s InvestmentNews and Crain’s Wealth, eFinancialCareers, and Arizent’s Financial Planning, Re:Invent|Wealth, On Wall Street, Bank Investment Consultant, and Money Management Executive. He earned his bachelor’s degree from the University of Colorado Boulder and his master’s degree from New York University. You can reach him at dbutcher@aom.org or via LinkedIn.

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