Magnets, Wedges, and Shields  

Since 2018, America’s New Majority Project has been developing a detailed understanding of the values and concerns of the American people through years of polling and focus groups.

During that time, America’s New Majority Project has undertaken over 20 national polls and 40 focus groups, during which over 40,000 interviews were conducted, including over 5,000 with African American voters and 5,000 with Latino American voters.

Our research has identified America’s New Majority – a diverse group encompassing approximately 75% of American voters who share core values and positions on important issues. This majority has the power to drive bipartisan change in Washington, D.C., influencing elections and issue-based campaigns. Voters in our polls are identified by using a screener survey, enabling us to pinpoint issues and language that resonate with and mobilize these voters.

This outline of magnet, wedge, and shield issues and language will give candidates, campaigns, and supportive organizations a guide to how to appeal to and win support from an amazing majority of Americans.

This document will be continuously updated with new polling from America’s New Majority Project and other sources.

We look forward to hearing your thoughts.