This Voter Segment Is RESHAPING Elections | Ep 627

Jan 13, 2026

Brent Buchanan, the President and founder of Cygnal Polling and author of America's Emotional Divide, dives into the dynamics of the 'ticked-off young diverse working class' voter segment that feels disenfranchised. He discusses how affordability, particularly related to inflation and healthcare, dominates voter concerns. Brent highlights the fragmentation of media leading to disagreement on basic facts and explores how exposing institutional failures resonates with younger voters, shaping their political motivations and choices.

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INSIGHT

Voter Class Seeking Systemic Change

A new voter class — the "ticked-off young, diverse, working class" — rejects ideology and wants systemic change, not incremental fixes.
They prioritize empathy and fighters who promise to disrupt institutions that block opportunity.

INSIGHT

Affordability Drives Voter Perception

Affordability is the umbrella: inflation, healthcare costs, and perceived government waste all feed pocketbook anxiety.
Visible everyday prices (groceries, gas, rent) drive perception more than headline inflation metrics.

ADVICE

Lead With Empathy Then Add Details

Start messaging with clear empathy: "I know it sucks and I know it's expensive."
Back empathy with concrete details about institutions causing the pain to build credibility.

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President Trump delivered a message about reviving the American automobile industry today in Detroit called Make Driving Great Again. Domestic manufacturing is up as new vehicles are the highest they've been since 2019 as new investments in domestic automobiles come pouring in. Brent Buchanan is here to share the latest from Cygnal polling. Brent's newest book America's Emotional Divide: Navigating the Powerful Decision-Making Forces Impacting Politics, Policies & Personal Choices has identified a voter class that is outside of party lines. The young ticked-off diverse working class is a voting segment that has has the American dream stolen from them. In a country that has become unaffordable in most categories they want a fighter, some that is in their corner everyday. They know the system sucks and they want to burn it all down. This same group can just as easily vote for President Trump and newly elected NYC mayor Zohran Mamdani. As President Trump takes home run swings at broad sweeping issues, inflation and the economy is still the number one issue among those polled. Healthcare and government waste are major issues for voters and it all comes down to affordability. Interestingly enough, Cyngals polling revealed that Americans can't even agree on facts, so many different news sources with so many biased opinions have created differing opinions. Brent is here to break it all down and more.

Featuring:

Brent Buchanan

President & Founder | Cygnal Polling

https://www.cygn.al/

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