Democrats aren’t necessarily in need of a liberal version of Joe Rogan to win back young male voters. Rather, as progressive strategist Joe Jacobson suggests, they should engage with them on cultural grounds.
“Young men really aren’t that invested in politics,” Jacobson, who founded the Progressive Action Fund, explained in an interview. “You have to meet them where they’re at.”
At just 31, Jacobson, a former policy advisor during the Obama administration, now leads a progressive PAC aimed at electing Democrats in swing states. His organization is part of a larger initiative to reconnect with younger male voters, a group that significantly leaned toward Donald Trump in the 2024 election. According to a recent voter survey, Trump captured 53% of young male voters, while Kamala Harris managed to get only 45%.
The Progressive Action Fund is gaining attention with viral and provocative ads that feature fictional “Republican lawmakers.” In these spots, they invade private spaces like bedrooms and hospitals to push what they label as conservative policies related to gender, abortion, and Medicare patient care.
Jacobson remarked, “We’re trying to emphasize issues that matter to us, like trans rights and immigrant concerns, because it seems like the Democrats lack a clear message.” He believes the party faces two main obstacles: poor communication and ineffective representatives.
“Kamala Harris isn’t exactly appealing to young men, and Biden—well, he’s, um, older,” he noted. “Young guys want a strong presence. When you’re dealing with roommates and dating, it’s tough to stay focused on broader political issues.”
Instead of pursuing high-profile influencers like Logan Paul, Jacobson argues that Democrats should amplify authentic progressive voices, naming figures like Rep. David Hogg and Maxwell Frost from Florida.
Jacobson’s organization is striving to raise $25 million to target younger audiences through ads on gaming platforms and social media. He contends that traditional cable advertising simply won’t reach young men, who are much more engaged with sports and gaming.
Trump’s 2024 media strategy was notably effective, leveraging digital outreach and making appearances on popular podcasts like the Joe Rogan Experience, which amassed nearly 40 million views in just three days.
This new outreach method is part of a broader effort among Democrats to reclaim cultural relevance online. Some strategists are now pushing for funding to create a “left-leaning army of online influencers” to match the digital sway of figures like Rogan. Still, this is seen as either bold or perhaps a futile endeavor, especially as it’s recognized that popular platforms aren’t easily established just by political groups.
Jacobson stressed that while it’s crucial to have strong messaging, Democrats must also champion bold economic and social policies. “If you can’t pay your rent, you probably aren’t worried about the future of democracy,” he emphasized.
Jacobson urged the party to take a stand on cultural debates rather than retreating, highlighting the effectiveness of contrasting Kamala Harris with Trump. His organization recently launched a new ad campaign featuring fictional Republican characters intruding on personal spaces—reflecting the ongoing discussions surrounding trans rights—in a bid to spotlight Republican policies on immigration raids.
Despite the setbacks faced by Democrats in the 2024 election, Jacobson remains optimistic. “We need to show we’re in touch, not stuck in our own bubbles. I think that’s something we’ve struggled with, but we can find our way back, just like we did with younger voters in 2020.”
