In 2020, a whirlwind of change has gripped the U.S. voter. From the coronavirus pandemic to racial tensions, voter sentiment has been shifting rapidly.What does this mean for campaigns? How should you communicate with voters that aren’t sure what’s coming next?
Resonate’s Brent Waddington, Director of Research, recently answered these questions during an AAPC webinar where he took a deep dive into Resonate’s insight-packed Wave 3 report, Reopening America: Up-to-the-Moment U.S. Voter Sentiment During the Pandemic. He also analyzed vital survey points across March, April and May data.
Check out the key lessons from the webinar below, and listen to the recording for even more expert insights.
This webinar has been archived for playback. AAPC members can click here to view all webinar archives.
Key Lessons from the Webinar
- What people are most worried about: With so much turmoil and change happening on a daily basis in the U.S., it’s important to understand what voters are most worried about. While the number of respondents concerned about health and economic consequences of COVID-19 have slightly decreased, still 78% of respondents are concerned (moderate to extreme extent) about health issues, and 90% concerned (moderate to extreme extent) about financial hardships related to COVID-19.
- Changing voter values: 73 million U.S. adults reported that their values have significantly changed since the pandemic began. At the beginning of the pandemic, security, safety and duty significantly increased as more important than before. Today, they are still higher than normal, but have actually dropped since the beginning of the pandemic. Values that are seen as more important now than before COVID-19 include self-enhancement, achievement, influence and pleasure. This is likely due to people feeling less engaged or stimulated throughout quarantine and social distancing.
- Political implications: Since March of 2020, Resonate’s data shows that 33% of voters say their trust in the federal government has decreased, while trust in state and local governments has increased. Additionally, over 20% of voters have stated that they have changed their opinion on who to vote for in the November presidential election since March.
Access the full recording to hear additional tips from our panelists.