A couple of months ago, I posted a blog about what I thought the Democrats needed to do to defeat Trump. That post was based on my career in marketing and proposed how certain marketing best practices could be employed by the DNC to strengthen their overall campaign against Trump. While writing the post, I knew it was lacking a specific course of action. However, I was interested in gaining feedback from others to further my thinking on the topic. To that end, I pushed the blog out via several channels—LinkedIn, Facebook, Twitter—and as of this writing, it’s had over 500 views. (I think this is a solid number, considering it was posted to a brand-new blog I had created—one with no existing followers, SEO or paid marketing behind it.)

Given our contentious political climate, I expected lots of push-back from my post, but I didn’t get any comments from Trump supporters. This was disappointing, since I was interested in understanding their perspective. My social following tends to include many like-minded people (what Republicans would call the DNC Echo Chamber), so it’s not surprising that I did hear from numerous liberals. They nearly all agreed with my overall assessment of the situation and expressed a similar feeling of helplessness about how to reason with people who were supporting 45 in light of so much damning evidence against him.

An outsider’s inside view

However, the most interesting exchange I had on the topic was with a good friend of mine who is a 40-something white, male executive. This demographic is much maligned among liberals, but I think it’s an important group to understand because they still hold the most power in this country. I was particularly interested in my friend’s view because 1) He was born/raised outside the US where he experienced being a racial/religious minority firsthand, 2) he’s been in the US for long enough to be very informed about both politics and business and 3) he’s not a citizen, so therefore didn’t vote in the 2016 election. This gives him a uniquely objective viewpoint on what’s happening in our country.

We had a very spirited conversation via text. At one point in our conversation, I texted, “…I have no respect for Trump supporters for backing someone who is 1) so stupid and 2) destroying our democracy by ignoring the Constitution and colluding with foreign powers.”

His response to that really made me think. And truthfully, after reflecting on it overnight, it caused me to reframe the problem I identified in my earlier blog. He responded (paraphrased a bit for clarity), “The difference between you and them is that they also value not having a stupid president. They also value no collusion with foreign governments, they also value the Constitution, but they value all of those things secondary to the other values, like ensuring a conservative court, etc.” His opinion was that I likely had more in common with Trump supporters than I’d like to admit. But because they placed a higher value on certain issues, and then voted based on those priorities, we now found ourselves on opposite sides of a growing chasm.

It seems elementary in hindsight, but this discussion around priorities was really a revelation to me. My friend’s view, that perhaps Trump voters didn’t endorse his full agenda but just one or two key issues that drove their voting, gave me a glimmer of hope that our country may not be as divided as I had previously thought. After all, we all prioritize in that way. In a world with too many problems to solve, we all pick and choose which battles we want to fight. It just seems that when it comes to Republicans and Democrats, we view each other’s choices very differently.

The varying levels of commitment to a cause

Let’s begin by acknowledging that there are multiple ways to support any cause and that each requires a different level of commitment. For example:

• Vocalizing your support or opposition of an issue in conversations with peers
• Voting for policies that support certain causes
• Donating money toward supporting a cause
• Volunteering time or energy toward supporting a cause
• Taking action in their personal life related to the cause

Let’s dive into a specific example—animal rights. Personally, I like animals, both
domestic and wild. I’ve had dogs, bunnies, birds and even a hermit crab for pets. I would never personally intentionally harm an animal and I don’t like for other people to harm animals. Yet, I’ll admit that I’m not a vegetarian. I eat meat regularly (as long as it comes from what I consider to be ethical farming practices). At the same time, I’m conflicted about hunting. I don’t personally hunt or like hunting. However, I don’t object to others who hunt (because the deer or duck hunters I know use the meat and it would be hypocritical of me to condemn that when I eat meat myself. However, I am disgusted by trophy hunting, which I classify as strictly killing animals for sport. Yet, while I profess to care about animal welfare, I will readily admit that I don’t regularly donate to animal rights charities because I prioritize other causes ahead of them.

You can see from this example that, although I believe in animal rights, my level of commitment to that cause is all over the place. And while I have friends who are much more dedicated to animal rights than me—they provide foster care for shelter animals and contribute time and money to related charities—I still get along fine with them. That is, they don’t condemn me for my relative lack of support of their cause.

The fact is, it’s human nature to prioritize issues that affect us or our loved ones personally. For example, I have a husband with a disability and a daughter who was adopted and is both gay and Asian. Because these people are precious to me, I tend to prioritize issues around Parkinson’s Disease, adoption, healthcare, minorities, immigrants and LGBTQ people more highly than I do many other equally worthy causes.

I think we all inherently understand that others have to prioritize their beliefs. You could take any issue Democrats collectively care about: immigration, healthcare, climate change, gun control, etc., and you would find the same varying levels of support and prioritization among voters. For example, it makes sense that the face of climate change, Greta Thunberg, is a 16-year-old activist. Her generation will have to live with devastation that won’t as directly impact your average retiree.

Liberals regularly extend slack to each other about which causes they throw their time and money behind, so long as they are all voting blue.

Yet, as a whole, Democrats don’t grant this same dispensation to Trump voters.

I’ll admit, I am 100% guilty of this. From my anti-Trump perspective, I believed that anyone who voted for Trump agreed with everything he stood for. Even though I personally have never agreed with every issue on either party’s platform but nonetheless have voted in every presidential election since I was 18.

How shared values can diverge in the real world

When my friend pointed out that, in all likelihood, Trump supporters were only concerned with one or two specific issues that they were prioritizing above all others (e.g., a strong economy or adding conservative justices to the Supreme Court), a light bulb went off. If Republic voters weren’t necessarily toeing the whole party line, then maybe there was hope?

I remembered a conversation from last spring when a Republican-voting relative of mine was diagnosed with cancer and debating where to go for treatment. His note included a little slam for his more liberal relatives: “Isn’t healthcare choice wonderful? Single payer? WTH?”

I was taken aback by his attitude, because when my husband had been given a devastating medical diagnosis years before, we had the opposite reaction. We, too, were grateful to have good insurance and choices in how to pursue treatment. But it drove home to us how awful it would be to face a similar diagnosis as one of the 27.9 million nonelderly individuals without health insurance.  

In other words, my relative and I both shared the belief that “good healthcare is important.” However, he prioritized his desire to keep his affordable employer-provided insurance above the right of everyone else to have even a basic level of insurance coverage (assuming that extending insurance to everyone would result in higher costs or decreased options for him personally). Whereas I considered us fortunate to have good employer-provided insurance for my husband—and viewed that as a privilege that shouldn’t come at the cost of others being uninsured—he considered it critical to his personal survival and worth fighting for.

In voting for Trump, Republicans may believe that “the end justifies the means,” while liberals will argue that these same individuals have “sold their soul to the Devil.” However, once I wrapped my head around the idea that most Trump voters probably don’t support everything he stands for, it changed my view of the challenge facing Democrats.

Branding is what other people think, not what “the brand” thinks

Since this started as a conversation about marketing, I want to explain a fundamental principle of branding. That is, a brand only exists in the minds of the public. It’s the sum of everything a person knows about a company: its products, its services and its messaging about itself. Most companies spend lots of money to carefully craft a brand identity that will be embraced by their customers, but ultimately, the consumer is the one who will determine whether they are successful. If the company aligns to its brand in ways that extend beyond the marketing message, chances are good that the public’s perception of the brand will be close to the company’s intention. But if there is inconsistency, the consumer will put more store in the company’s actions—what they know to be true—than in its marketing message.

And the same applies to both Republicans and Democrats.

For example, while Democrats brand themselves as the compassionate party—the ones who are tolerant and care about others—many Republicans reject that branding because it goes against what they have experienced in their conversations at Thanksgiving Dinner or while scrolling through their Facebook feed. They see widespread condemnation of anyone who voted for Trump and consider the Democrat’s self-branding as the caring, tolerant party to be the height of hypocrisy.

Right or wrong, most Americans believe they are “good people”

Psychologists are aware of something called the “self-enhancement effect” which is people’s tendency to rate themselves “above average” when comparing themselves to others. While we generally cast ourselves in a positive light relative to our peers, above all else we believe that we are more just, more trustworthy, more moral than others. Consider the implications of this: If a Republican’s self-concept is that they are NOT racist, greedy or a white nationalist, how do you suppose they will react to the angry remonstrations of their family and acquaintances? In my experience, they will respond with bitter accusations of their own. The least likely reaction is that the Republican will undergo an immediate self-analysis and conclude, “Gee, you’re right. I AM awful for voting for Trump. I’m going to make amends by voting blue in 2020!”

Yet, most Democrats are just so darn angry about the situation our country is in that we WANT to blame everyone who helped put Trump in office. It makes us feel better in the short-term. However, to succeed in defeating Trump, I’m going to suggest another approach. Don’t engage in political discussions that appear to judge someone else’s priorities (even if you vehemently disagree with them). In other words, we need to resist from bashing Trump supporters. Instead, place all of your focus and attention on those who are being marginalized and help uplift them. Flip the conversation so that you’re appealing to your opponent’s self-concept of being a good person. For example, if there’s a new story that triggers your political ire, don’t launch into a diatribe blaming your brother-in-law and the other idiot voters who elected Trump. It might feel good in the moment, but it will only cause those individuals to further entrench themselves in their position. Rather, bring them into the conversation about how we as Americans can help those who are hurting.

We all prioritize our friends and neighbors—what’s happening in our own communities—above the suffering of others. It’s a human coping mechanism that allows us to function despite the many injustices in the world. But it’s also harder to ignore the plight of others when you begin to know them as fellow human beings. So, use that knowledge to get Republicans to see how Trump’s policies are harming others by personalizing the struggles of those who are negatively affected.

After all, if we’re going to live in a democratic society, we have to trust in the process. That means sometimes Democratic priorities will move forward and other times Republican priorities will prevail. At the same time, we still have a duty to protect the democratic process—so keep the spotlight on Trump’s impeachable offenses and on the victims of his policies. But do it without implicating or condemning those who—in their minds—were just choosing the lesser of two evils when they voted him into office. Even if you believe they deserve that condemnation, it simply won’t move us toward the end game of getting rid of Trump. So, with the new election year just a couple of short weeks away, we need to ask ourselves: Is it more important to get Trump and his minions out of office or is it more important to “punish” family and acquaintances that voted for him?

I believe that continuing to direct anger at Trump supporters is likely to make things worse for Democrats, not better. And despite my personal feelings on the issue, that’s a chance I’m no longer willing to take. Many recent polls have found that Americans on both sides of the political spectrum are troubled by how divisive our country has become, so let’s focus on fixing that problem…together. I believe that a new leader—one who doesn’t thrive off the chaos they’ve created—will naturally emerge as a result of all of us choosing to prioritize kindness and unity in 2020.

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Postscript: As a strong believer in personal redemption, I wanted to suggest in this message that reframing the current political situation would allow those reading this to put aside their differences and once again reunite with estranged friends and family members this holiday season (visions of “A Christmas Carol” dancing in my head). However, I think the damage to our country— and to our individual relationships—is deeper than that and will take longer to heal. Still, much like Ebenezer’s nephew who invites Scrooge to Christmas dinner year after year, only to hear “Bah Humbug!” in response, I’ll keep trying. After all, eventually Scrooge said yes!

 God Bless Us Everyone!