New Democratic candidate must focus on key issues to appeal to Independents, never-Trumpers

It’s been an extraordinary 20 days since the disastrous June 27 debate performance by President Joe Biden.

That event, followed by the assassination attempt on former President Donald Trump, set off a flurry of calls for the president to step aside in the 2024 presidential race. He made that decision Sunday, so now the focus is on who the Democrats will nominate and support in a short four months before the November election. And, if they have a chance of winning.

Vice President Kamala Harris is considered the top candidate to win the Democratic nomination, addressing the need for a younger candidate to appeal to young Democrat voters who were unenthused about Biden. However, Harris ranked low among 2020 Democratic presidential hopefuls. She has name recognition, but she hasn’t established a substantial resume as vice president.

Despite this change, the election will remain close. While MAGA supporters are all in for Trump and most registered Democrats will support Harris, Independents, who make up 40-45% of voters, will play a crucial role. Additionally, around 15-20% of Republicans, identified as never-Trumpers, are critical of Trump, further complicating the race.

Democrats will have to be careful to craft a campaign that can appeal to these voters. Here are what I consider winning messages for this group.

1. Economic policies for the middle class. The Democrats’ record under Biden is mixed/mostly negative as we have seen inflation soar under this administration, and costs and expenses remaining high. Promoting policies that support economic growth, job creation and the well-being of the middle class have appeal for a broad spectrum of voters. Their plan must address reducing inflation dramatically and quickly.
2. Protecting democracy and the rule of law. The best argument for the Democrats is Trump’s behavior on January 6, 2021 as well as his bombastic rhetoric and character during his first term. Democrats must emphasize a commitment to protecting democratic institutions, upholding the rule of law and making sure fair elections can resonate with never-Trumpers and Independents. As a former prosecutor, look for Harris’ message to consistently be about “prosecuting the case” against Donald Trump.
3. Healthcare and social safety nets. Health care access has become a huge issue, including affordable prescription drugs and securing social safety nets that can attract voters who are concerned about their future financial security.
4. Comprehensive immigration reform. Democrats must step up big time in advocating for a comprehensive reform package that strengthens the border and holds illegal immigration activity to account, but forges a clear path forward for citizenship. Immigration has been a huge weakness for the Democrats, and they must turn that around.
5. National security and global leadership. The Democrats have to emphasize a strong, strategic approach to restoring U.S. leadership on the global stage. Wars in Ukraine and Gaza are challenging the U.S. on a clear and strategic scale in these matters.

These five issues are key in the minds of most voters who are not already completely aligned with one candidate or party.

Reproductive rights are an important issue to most women; however, the Democrats must be careful to acknowledge that most people don’t support unlimited or completely unrestricted abortions. If they want to win on this issue, they must construct a reasonable federal abortion access policy that protects women in need of reproductive health care.  

There are some losing messages; however, Harris and the Democrats must be careful not to lean too much into their past liberal agenda if they hope to sway these unaffiliated voters.

While social justice is important to the Democratic base, these issues are not as much of a priority in the minds of these voters. They must be careful that their messaging on this issue does not promote more divisiveness.

Excessive or punitive regulations on businesses is also a losing issue. Climate change regulation has been a big issue for Democrats, and again, they must craft their platform to appeal more broadly to the electorate on this issue. Most voters embrace new technology and all-of-the-above energy approaches; however, they also don’t want severe restrictions on oil and gas development. These voters want to see stable and reasonable energy policies that protect their pocketbooks.

It will be a dramatic four months before the November election. Democrats are way behind due to the mishandling of Biden’s quest for a second term; however, by focusing on reasonable and bipartisan messages, the Democratic Party can appeal to the never-Trumpers and Independent voters who are seeking a stable, competent and principled alternative to the Trump-led Republican Party.