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Trump Brand Has Tanked
(Editor’s note: Kristen Soltis Anderson is an American Republican pollster, speaker, author and media commentator. She is the author of “The Selfie Vote: Where Millennials Are Leading American (and How Republicans Can Keep Up). She has a piece in today’s New York Times.)
In 1992, James Carville’s famous refrain — “It’s the economy, stupid” — compressed into four words what it might have taken a political scientist 400 words to explain: When family budgets feel tight, voters often go shopping for a new party to run things.
So as we approach the 2026 midterm elections, it’s hardly a unique insight for a pollster like me to say the election will hinge on the issues of our fragile economy and the high cost of living. Arguably, pocketbook issues led Donald Trump back to the White House for a second term: Poll after poll in 2024 showed the economy as the top issue and tended to show him with a significant advantage on who was more trusted to handle it.
Today, President Trump and Republicans haven’t merely lost that advantage; they’re underwater on the cost-of-living issue by an eight-point margin. And this year a second issue has been rising in my polling, ranking below the cost of living but ahead of other concerns. It’s not just the economy: “It’s the corruption,” too.
Voters don’t think the economy is working for them, and they think it’s being rigged more and more in favor of a precious few who are cozied up to our nation’s leaders. The combination of these two worries is putting Mr. Trump and Republicans in a terrible position on the eve of an election.
It’s also eating away at the winning brand that Mr. Trump cultivated over many years.
When Gallup asked Republicans back in 2016 what made Mr. Trump appealing, one in six alluded to his experience as a businessman. This was a product of his years in the public eye as a real estate mogul and as the star of “The Apprentice.” The top response? Mr. Trump was an “outsider.” A decade ago, that branding was understandable: He had never held elected office and was quite obviously not beloved by the G.O.P. establishment. His brand was so strong that in 2023, more than six years after he first took the oath of office, he was still considered an “outsider” by nearly seven in 10 Republicans.
Some of his voters are wondering if that’s still true. Robert, one of the Trump-voting Texas swing voters in a recent Times Opinion focus group for which I was a moderator, put it this way: “You used to think that you could count on the Republicans to be able to help out with the economy.” Now, he said, it feels as if “it’s going to be the top class or the certain friends that are getting the benefit of the economy, not the general folks.”
In my own polling, nearly two-thirds of voters say “most politicians are corrupt or just looking out for their own interest.” To borrow a phrase Mr. Trump used to be particularly fond of, voters think there’s a swamp that needs a lot of draining. Republicans howled, rightly, when President Bill Clinton was alleged to have traded stays in the Lincoln Bedroom for campaign contributions. They raised hell over Hunter Biden’s unseemly income streams during his father’s vice presidency.
For years, Mr. Trump got a lot of mileage out of his supporters thinking of him as a singular figure — a tycoon who put his glitzy life on hold in order to fix a broken Washington. Today, they see headlines about memecoin scams, inexplicable pardons and the enormous wealth that the president’s family and close associates are accumulating, and some of them are beginning to draw a different conclusion.
It would be one thing if Americans thought Mr. Trump were focused on fixing the economy and just hadn’t had enough time to deliver results. Sometimes voters give points for effort: In 2012, my research on young voters found that though they felt President Barack Obama’s economic record was lackluster, they still gave him credit for “trying.”
In January 2025, I asked voters what they hoped Mr. Trump would focus on in his second term, and they were clear that they wanted to see efforts to lower the cost of living and secure the border. By November 2025, more than seven in 10 said he had given a lot of attention to the latter, but only 43 percent said he had made reducing the cost of living one of his highest priorities. Today, that figure is down to four in 10, fewer than the number who think he has prioritized projects such as building a White House ballroom or renovating the Lincoln Memorial Reflecting Pool. Even among Republican voters, only six in 10 think he has made the cost of living a top priority.
Many of Mr. Trump’s supporters grumble that he’s out chasing pet projects and feeding his ego, busy renaming buildings and bodies of water. As Pam, another of my focus-group participants, put it: “Those things to me are a waste, instead of spending time on what’s going on here in the U.S. and the fact that people are struggling.”
On its own, an economy that feels like it is leaving people behind would be a political problem for any incumbent. But add to it the gold leaf and vanity projects, and you wind up with a politically perilous one-two punch.
Some of the people who’ve believed in Mr. Trump over the past decade seem to be coming to the conclusion that the outsider businessman they voted for is just another typical politician. And while there are surely plenty of disillusioned Trump voters who wouldn’t dare cast a ballot for a Democrat, there’s no guarantee that they’ll bother to turn out on Election Day if they feel their own side is behaving poorly. Come November, that’s a slice of their coalition that Republicans can’t afford to lose.
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