ICYMI: 2024 Persuasion Trends Webinar #1 Recap
At Grow Progress, we recently launched an exciting webinar series to dive into insights from the field and discuss actionable strategies for creating more persuasive messaging. Hosted by members of our Research Strategy, Client Success, and Marketing teams, this series is rooted in the persuasion trends amongst the key demographics and political topics during the 2024 election cycle. The subject of this webinar was the demographic of Men.
Understanding the Post-Election Landscape
Our Research Strategy team took the audience on a journey through the data, sharing how messaging trends shifted over the past cycle. One key observation was the heightened polarization among audiences.
“In an era where people are more likely to engage within their own ideological echo chambers, breaking through with a message requires more than just creativity. It requires a deep understanding of values, beliefs, and the nuances of how different groups perceive the same message.”
Using data from over 4,000 pieces of content used across 870 tests by more than 50 organizations, the team highlighted how certain value-based appeals performed differently across demographics. And of those numbers, 1,400 tests were for the Harris campaign, with 1 in 3 messages moving Vote Choice in favor of Harris. For example, appeals to “community responsibility” resonated with progressive audiences but had limited traction among more conservative groups, who responded better to narratives about “individual empowerment.” This type of granular insight helps organizations craft messages that not only connect but also persuade.
Tools for Testing and Iteration
Our Client Success team introduced the practical tools Grow Progress offers to help clients refine their messaging before it goes live.
“Traditional metrics like click-through rates tell you what happened after the fact,” they noted. “But they don’t help you understand why a message worked—or didn’t.”
This is where tools like Rapid Message Tests come into play. By using randomized controlled trials, clients can test multiple messages at scale and identify not only the top-performing one but also the reasons behind its effectiveness.
Key Takeaways for Effective Messaging
Throughout the webinar, a few major themes emerged as key takeaways for crafting persuasive messaging with Male voters this cycle:
- Economic Stability & Security: many ads highlighted Harris’s commitment to protecting the middle class, ensuring affordable healthcare, lowering prescription costs, and fighting corporate greed. Economic security is often a top issue for male voters, particularly those in middle- and working-class demographics who prioritize policies that support steady income, healthcare affordability, and retirement stability.
- Family Interests: ads that presented Harris as a protector of Social Security, Medicare, and educational access may have appealed to men who view her policies as essential for their family’s well-being and future. Highlighting Harris’s support for strong social programs may have also appealed to men who want assurances that their loved ones are taken care of and that the next generation will have better opportunities.
- Anti-Corporate Greed: ads that portrayed Harris as a fighter—someone unafraid to take on powerful interests like pharmaceutical companies or large corporations, seemed to perform well. This “fighter” persona may resonate with men who value leaders who stand up to perceived injustices and prioritize “people over profits.”
Building Resilience for the Road Ahead
The session closed with a reflection on the importance of resilience—both in messaging and in the teams behind campaigns. As one team lead reminded us,
“Every message, every campaign, every election—they’re all opportunities to learn and grow. It’s about staying grounded, even in tough cycles, and remembering the bigger picture of the change we’re working toward.”
This sentiment captured the essence of what Grow Progress aims to achieve: equipping organizations with the tools, insights, and confidence to navigate a complex and ever-changing landscape.
Tools to Transform Your Messaging
The demographic and issue-level data our teams explore with clients, combined with platform tools like our generative AI tool Persuasion Sandbox and our customizable report visualization feature Report Builder, make it easier than ever to craft impactful, persuasive messages, measure their effectiveness in real-time, and communicate value to stakeholders.
Curious about doubling your impact in 24 hours? We’d love to help you achieve your goals. Book a demo today to see how Grow Progress can empower your team to create messages that move people.
