The Democratic Party has launched a $20 million project called SAM to reconnect with working-class American men after the 2024 election losses. This effort responds to decades of perceived alienation and a decisive rightward shift by younger, working-class male voters who helped reelect Donald Trump.
SAM aims to study the language, culture and online habits of American men, including placing ads in male-dominated spaces like video games.
Democratic pollster Zac McCrary acknowledged that Democrats have damaged their trustworthiness by appearing out of touch on cultural matters, while strategist Anat Shenker-Osorio emphasized that voters want their representatives to genuinely defend their interests or at least make a sincere effort.
The party hopes SAM will help overcome male disengagement, rebuild its coalition, and address cultural disconnects that risk long-term damage before the 2026 elections.
