Dems’ own polling shows massive brand problem ahead of 2026

The internal findings from a recent poll will be discussed at the House Democratic Caucus Issues Conference scheduled for Wednesday. The data reveals significant challenges for the Democratic Party’s image in key congressional battlegrounds.

According to a poll by Navigator Research, a majority of voters in these crucial districts perceive Democrats in Congress as prioritizing the needs of others over their own. This sentiment is particularly strong among independents, with only 27% feeling that Democrats are focused on helping them, while 55% believe the focus is elsewhere.

This poll, which was first shared with POLITICO, represents one of the initial comprehensive assessments of voter sentiment in swing congressional districts since the elections in November 2024. The findings will be presented to House Democratic members and staff during their caucus’ Issues Conference in Leesburg, Virginia. The insights are intended to help refine the party’s messaging as they gear up for the 2026 midterms.

Molly Murphy, a pollster involved in the study conducted by Navigator—a project within the Democratic nonprofit group, the Hub Project—commented on the results. “The Democratic brand is still not where it needs to be in terms of core trust and understanding people’s challenges,” she said. Murphy noted that despite criticisms of Donald Trump and his policies, this does not translate into increased trust in Democrats, which “has to be earned.”

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The poll also highlighted concerns about Democrats’ connection with work and values. Only 44% of respondents believe Democrats respect work, and even fewer, 39%, think the party values work. Additionally, just 42% feel that Democrats share their values, and 56% do not see the party as looking out for working people.

Furthermore, the survey revealed that 69% of voters think Democrats are “too focused on being politically correct,” and 51% described the party as “elitist.”

While Republicans also face branding challenges, with 54% of voters viewing them unfavorably, the issues for Democrats appear more profound. The poll found that voters trust Republicans over Democrats on economic issues by a margin of 5 points, 46% to 41%, and on handling inflation by 7 points, 44% to 37%.

Regarding policy priorities, only 38% of voters believe that Democratic policies focus on the middle and working class, while 35% think they primarily benefit the wealthy. In contrast, perceptions of Republican policies are similarly mixed.

Murphy emphasized the need for Democrats to clearly communicate their values and priorities to voters, rather than relying solely on policy lists. “For a long time, Democrats have asked voters to look at their plan, then extrapolate from a list of policies what they stand for, versus telling voters what they stand for, and then voters believe their policies will back that up,” she explained.

Despite these challenges, the research did offer some positive notes for Democrats. Incumbent Democrats are viewed more favorably in their districts than their Republican counterparts, with a 44% favorable rating compared to 41% for GOP officials. Additionally, in a generic ballot match-up for the 2026 midterms, Democrats hold a slight 2-point lead, 42% to 40%.

Murphy concluded with a strategic focus for Democrats moving forward, emphasizing the importance of not getting sidetracked by distractions. “Democrats need to keep doing what they’re doing on tariffs and health care costs because that’s what voters are telling us they care about,” she stated.

The poll, conducted by Impact Research, surveyed 1,500 voters from February 21 to February 25.