Post 2024 wake up call: Democrats launch SAM project to understand young men. What is it all about?
US former vice president Kamala Harris
After their loss in the previous presidential election, it appears the Democrats are determined not to repeat the same mistake and have begun planning accordingly.
In the last election, the Democrats were criticised for not understanding young American men.
Speaking with American Men project came up in the $20 million (171.68 crore) budget spanning two years for studying young men's perspectives, and their initial findings revealed widespread disillusionment.
The results of an initial round of research shared exclusively with POLITICO — including 30 focus groups and a national media consumption survey — found many young men believe that 'neither party has our back,' as one Black man from Georgia said in a focus group.
Participants described the Democratic Party as overly-scripted and cautious, while Republicans are seen as confident and unafraid to offend.
The SAM project, despite becoming a target of criticism, positions itself as a research centre focusing on young men, who shifted towards Donald Trump in 2024. The initiative's leadership includes former NARAL president Hogue, Gen Z specialist pollster John Della Volpe, and former Texas Representative Colin Allred.
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Research revealed young men experiencing significant stress about modern masculinity in 2025. They expressed concerns about post-pandemic isolation and financial pressures, with traditional achievements appearing increasingly unattainable.
Survey data showed only 27% of young men viewed Democrats favourably, compared to 43% for Republicans. The 2024 election saw Kamala Harris securing merely 42% of male votes, with particularly significant losses among Latino and Black men.
Focus group participants highlighted contrasting perceptions: Democrats were associated with emotional sensitivity, whilst Republicans represented traditional provider roles. A Las Vegas participant criticised Harris's celebrity-focused campaign, preferring Trump's economic messaging.
The project advocates for enhanced digital engagement through platforms like Discord and Twitch, suggesting Democrats must adapt their communication methods. However, critics argue messaging alone cannot address fundamental issues affecting men's relationship with the Democratic Party.
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