Avoiding Perspective Bias by Connecting With People’s Identities
It’s a constant refrain: this is the most consequential election ever. Democratic pundits are getting their knickers in a twist about a possible Trump victory and the ostensible devastation that it will bring. “We must win. Biden is doing a great job — if only more people knew about his accomplishments, they would vote for him.”
But does this argument hold?
Some polls show that this knowledge will persuade some people. But knowledge has not moved people when it comes to taking vaccines. Or on climate change. Or on the claims of a stolen election. Why would more facts make a difference now?
The liberal argument suffers from perspective bias.
Fundamental differences exist between the ways liberals and conservatives see the world, and using one perspective (a fact-based approach) to try to convince the other party is not an effective solution.
This deficit of insight is critical. Despite the huge bifurcation of the electorate, persuadable voters are out there and can be reached if their motivations are understood.
To effectively communicate with Republicans or Independent voters (or any marketing audience), perspective bias must be overcome. Arguments must be crafted around other people’s worldviews, values, and identities. Failure to do so risks creating a message that falls on deaf ears or, worse, alienates the intended audience.
So, what are the primary ways our perspective can blind us?
The Importance of Identity
The great dislocation in this country disproportionately affects lower and middle-income people. While the elites laud globalization for connecting the international economy — lifting millions out of poverty and creating middle classes in India and China — they have not empathized with the people who lost out in this country. And a substantial number of people have been marginalized.
Non-college-educated white men have lost more than jobs. Their very identities are threatened.
These men — most of whom vote — are being left behind in our economy, caught between the changing nature of manufacturing in the United States, the rise of the intelligence workforce, and the specter of AI. But, most importantly, increased diversity in our population removes white men as the dominant cultural force. They feel that their place in society is being threatened.
Pulling the rug out from under a significant sector of the population without providing a path to continued cultural relevance? Well, that is not helpful.
Educated liberals fail to connect with this reality. They make a mistake in thinking that everyone is like them. In fact, only four in 10 Americans ages 25 and older have a bachelor’s degree as of 2021 (although that share has grown over the last decade). According to a Pew Research Center survey in 2021, men said a major reason they have not received a four-year college degree is that they didn’t want to. Men were also more likely to say they didn’t have a four-year degree because they didn’t need more education for the job or career they wanted.
And, in 2021, roughly 62% of people ages 18-24 were not enrolled in college, according to the Census Bureau’s population estimates. That’s about 19.3 million people. These people are not heard or respected by liberals. But Trump is giving them credence, reinforcing their identity, and assuring them that they still matter by promoting a white Christian nationalist agenda.
The Democrats need to realize that If a person’s identity is threatened, they will double down to keep it intact. This is why so many Republican voters stick with Trump. They feel like he sees them and values them in a way liberals don’t. It’s not an easy argument to tell them they are wrong and should be happy to abandon their identity.
For example, coal miners, whose identity is tied to creating the energy to build this country into the most powerful nation on Earth, will not easily abandon that potent image of themselves just because of climate change. Their sense of purpose and role in this country must be nurtured — not just with skills training for green energy. That’s the mistake that Hillary Clinton made in saying, “We’re going to put a lot of coal miners and coal companies out of business.” It didn’t matter that she also mentioned the millions of dollars going for job training. Who wants to be a trainee again instead of a part of a proud legacy?
Bridging the gap between liberals and conservatives requires acknowledging and understanding the diverse perspectives that shape political beliefs. Merely bombarding individuals with facts overlooks the fundamental worldview and identity differences underpinning their allegiances.
Whether coal miners clinging to a sense of purpose or disenfranchised voters seeking validation, the path forward lies in acknowledging and respecting diverse identities. Only by transcending perspective bias can we hope to foster genuine dialogue and enact meaningful change that resonates across the political spectrum.