Is There a Way to Change the Discourse Around Identity?

There's this weird thing where the people who basically have the most negative interpretation of the United States are also those who think we should double down on identity politics. And that seems to me to be strange because supposedly there's an emerging non-white majority in the electorate that's going to take 30 years. So if you think that in the end, it's all about racial groups voting their own self-interest, then the more you make politics about race and ethnicity, the more you should think that you keep losing for the next 30 years.