Global Strategy Group partnered with the Campaign for a Family Friendly Economy (CFFE) PAC to conduct new research. What it found was that Democratic candidates who speak authentically about caring for children, aging parents, and loved ones can build voter trust and strengthen support among key voter audiences. The research also found that Democrats gain a clear electoral advantage when they center the cost of care within a broader affordability message.
Based on our national survey data and focus groups with caregivers, we found that personal caregiving stories outperform traditional economic messaging alone, helping candidates appear more relatable, authentic, and in touch with the challenges families face today.
Successful messaging should:
- Frame caregiving within the broader affordability challenge families are facing to reinforce that it’s part of the same affordability conversation as grocery, energy, housing, and health care costs.
- Talk about caregiving as both a universal experience and a shared moral responsibility to make the stakes personal.
- Elevate real stories and personal experiences with caregiving to boost credibility and perceptions that Democrats “get it.”
- Reflect voters’ frustration with the increasing difficulty of caring for a family and explicitly identify politicians, government, and the political system as the villain who is both responsible for the status quo and for taking action to change it.
Read all our takeaways and learn more by downloading the full memo.