The Dubious Theory That Working-Class Voters Want Candidates Who "Look Like Them"

Like many other center-left parties across the Western world, the Democratic Party has experienced a significant decline in support among working-class voters over the past two decades or so—whether class is measured by household income, occupational status, or educational attainment. This trend has confronted Democrats with a particularly acute electoral challenge in parts of the country where blue-collar white citizens constitute a majority of the voting population, including much of the Midwest and interior West as well as small towns and rural areas across most of the nation.

This partisan realignment is primarily driven by the rising salience of cultural conflicts, Compared to citizens with socioeconomic advantage, working-class voters are more patriotic, nationalistic, traditionalist, and skeptical of social change; they also consistently hold more conservative preferences on subjects like abortion, LGBT rights, gun control, environmentalism, and immigration. As the public image of the Democratic Party has become more associated with cultural liberalism, it has lost its formerly durable popular reputation as primarily concerned with representing the political interests of the working class.

If winning a greater share of the working-class vote in the future requires the party to become more moderate on cultural issues, liberal Democrats would be forced into an unappetizing choice between ideological purity and electoral success. But if another path exists to reverse the party’s growing unpopularity among this key voting bloc, such a dilemma might be happily avoided. Thus an alternative hypothesis has attracted considerable acceptance among progressive activists and primary voters in recent years: Democrats can appeal to blue-collar Americans by nominating performatively “working-class” candidates who nonetheless champion progressive issue platforms.

This idea has a long history, but its most prominent recent manifestation was the Senate campaign of Pennsylvania lieutenant governor John Fetterman in 2022. Fetterman became nationally famous for dressing casually and speaking plainly, with his tattoos, hooded sweatshirts, and running shorts featuring prominently in press coverage of his candidacy as supposed authentication of his Everyman identity. To some observers, especially supporters on the left, Fetterman’s victory served as proof of concept for the claim that liberalism in a Carhartt wardrobe was a formula for success in a critical battleground state.

Unfortunately. it’s very difficult to analytically isolate Fetterman’s presentation of self from the other factors that might have contributed to his election in 2022; he faced a weak carpetbagging opponent, and Democrats nationwide performed better than the president’s party usually does in a midterm election (probably due to the Supreme Court’s unpopular Dobbs ruling issued that summer). But another test of the theory arrived two years later with Kamala Harris’s selection of Minnesota governor Tim Walz as her vice presidential running mate. Democratic supporters and sympathetic media figures celebrated Walz as a “regular midwestern dad” who wore flannel shirts, went pheasant hunting, and had coached high school football, and was therefore an ideal ambassador to blue-collar and rural voters.

It didn’t work. The Harris-Walz team was the worst performing presidential ticket in rural America in modern history, receiving just 32 percent of the total vote in non-metropolitan counties nationwide. Vice presidential nominees usually don’t matter much to electoral outcomes, and this was likely true in 2024. But it’s fair to say that Walz did not electrify the campaign trail or dominate in his debate against J. D. Vance.

This year, Graham Platner is the leading test case for the dress-down-and-win hypothesis. Platner’s profile as a bearded and tattooed military veteran turned oyster farmer with a sharp-edged speaking style and strongly progressive political views attracted early support from Bernie Sanders and several labor unions. While his actual “blue-collar” credentials are somewhat arguable (he attended two private prep schools and has received regular financial assistance from his attorney father), Platner’s candidacy caught fire among Maine Democrats. He succeeded in driving Maine’s sitting governor Janet Mills from the primary race and now stands as the presumptive opponent to five-term Republican incumbent Susan Collins. But the relative political novice has had some skeletons emerge from his closet since he declared his candidacy; even the tattoos turn out to be a bit of a problem.

While we wait to find out whether Platner’s flaws render him unacceptable to the Maine general electorate, it’s worth considering how much of the strategic argument for candidates like him is founded on assumptions that working-class voters respond very powerfully to superficial signals of “blue collar” identity (like personal appearance or language style), and that nominating candidates with these attributes is a more effective path than ideological repositioning on substantive policy matters to winning elections in competitive constituencies. After all, the most popular politician in our lifetimes among small-town Americans is a super-wealthy business tycoon from New York City who only takes off his neckties when he’s playing golf on the courses that he owns.

A common touch is surely an asset in politics; this is one reason why Elizabeth Warren underperforms other Democratic candidates in Massachusetts elections. But it’s not the only thing that’s important to voters, even those of modest social status. We should be suspicious of the implication that working-class citizens care more about vibes than policy, especially when such suggestions come from well-educated white-collar activists who themselves hold very strong ideological commitments. Whether or not it’s offensive condescension in the guise of sympathy, there’s just not much evidence that it’s true.

One person who has come to agree is John Fetterman himself. Fetterman has continued to insist on maintaining his casual fashion style while serving in the Senate, but he responded to Donald Trump’s 2024 victory in Pennsylvania by starting to break with other Democrats on multiple issues. His constituents have noticed, now perceiving him as significantly more moderate than the rest of his party. This reinvention may doom Fetterman in the 2028 primaries—if he indeed runs for a second term as a Democrat—but it’s a tried-and-true method for winning general elections in a competitive state. Just ask Susan Collins.