America’s two-party political system provides clarity to voters and can make it easier to identify candidates who align with each constituent’s values. These benefits are particularly prevalent at the local and state level.
However, the upcoming presidential election has illustrated the cultural and societal differences of various regions of the United States. Finding a candidate who appeals to a majority of American voters has proven increasingly difficult for both the Democratic and Republican parties.
The polarizing nature of the current race for the White House has led to a rise in “double negative” voters. Here’s a look at what that means for your campaign.
What’s a “Double Negative” Voter?
“Double negative” voters are individuals who don’t really like either political party or candidate. Some individuals in this camp may feel disdain toward a specific pair of opposing candidates, such as the presidential nominees.
Others might feel negatively about the entire Democratic and Republican parties. This sense of disillusionment could lead them to sit out the election entirely, vote for independents, or make last-minute decisions based more on opposition to a candidate than a genuine understanding of the issues.
These individuals are typically swing voters. They can decide the fate of an election. That’s why you need to identify and connect with as many “double negative” constituents as you can if you want to set your candidate up for success.
How Many “Double Negative” Voters Are There?
It’s tough to obtain an accurate estimate of how many voters actually fall into the “double negative” camp. That’s because the majority of Americans identify themselves as left or right-leaning, even if they aren’t officially affiliated or registered with one of the two main parties.
The partisan identification of registered voters is almost identical. Forty-eight percent of registered voters are Republicans or lean toward that camp, while 49% of registered voters are Democrats or lean toward that party.
However, those figures can be a bit misleading. While 97% of registered voters identify themselves as leaning toward conservative or liberal values, an increasingly large percentage of Americans are independents.
A September 2024 poll suggests that about 40% of Americans consider themselves as “Independent,” even if they have left or right-leaning tendencies.
Common Characteristics of Double Negative Voters
While “double negative” voters are diverse, many share some common characteristics.
Frustration With Politics in General
Voters in this demographic often feel that the system is broken and that neither major party offers solutions to the issues they care about. They may have a sense of cynicism or distrust toward politicians.
Both candidates may hold an unfavorable stance on at least one issue that the “double negative” voters are passionate about. Topics like women’s rights, gun control, and same-sex marriage can be polarizing.
Individuals in the middle of the political spectrum may hold traditionally conservative views on one of these issues and traditionally liberal views on another. As a result, they may struggle to relate to either candidate.
Skeptical of Mainstream Candidates
“Double negative” voters are often skeptical of career politicians or those seen as part of the political establishment. They may be drawn to outsiders or candidates who promise change but remain wary of rhetoric that feels too good to be true.
You’ll need to position your candidate as a force for change to overcome these apprehensive sentiments. To do that, you’ll need to speak to each audience’s unique pain points and address their apprehension head-on.
Indecisiveness or Last-Minute Voting
One of the biggest concerns associated with “double negative” voters is that they can be incredibly unpredictable. Just when you think your candidate has a particular neighborhood or region secured, undecided and disillusioned voters can turn the tide.
Because they don’t feel strongly about any candidate, “double negative” voters tend to make decisions late in the election cycle. They may skip debates and traditional campaign messaging, making it harder to engage them early on.
Unreliable Voter Turnout
Some “double negative” voters may opt out of voting altogether. Others may vote begrudgingly, choosing what they see as the lesser of two evils.
You must do your best to mobilize constituents, even if they are thinking about not casting a vote. Every person you win over can support your cause and help your candidate achieve victory. The question is, how do you connect with people who are feeling disconnected from the political system?
How to Reach “Double Negative” Voters
There aren’t any one-size-fits-all approaches to reconnecting with disillusioned voters. You’ll need to use a multifaceted approach, which begins by acknowledging their frustration.
Simply showing your candidate understands their concerns and feelings of powerlessness can open the door for candid conversations and make the constituents more receptive to campaign messaging.
Next, craft messaging that speaks to their disillusionment in a respectful and empathetic way. Avoid dismissing their views as cynicism or apathy. Instead, acknowledge the problems they see with the current political system and offer solutions or changes.
Let’s say your candidate is running on a platform of reform. Highlight how their policies specifically address systemic issues. Double-negative voters are often looking for something different from the status quo. Give it to them.
Get Out the Vote With Aristotle
Aristotle provides campaigns with timely, accurate, and ethically acquired data to fuel outreach efforts. Schedule a demo of our solutions and learn how Aristotle can help you reconnect with “double negative” voters in your jurisdiction.
