Moderate Democrats gathered in South Carolina to strategize how to win back the White House in 2028, warning against progressive policies that could alienate middle-ground voters. The Third Way conference focused on connecting with everyday Americans through authentic messaging and practical economic solutions.
CHARLESTON, S.C. — While progressive Democrats nationwide are pushing for bold liberal policies to help regain Congressional control this year, centrist party members are sounding a different alarm — warning that strategy could backfire.
At Third Way’s recent gathering, moderate Democratic leaders repeatedly emphasized that the party must avoid shifting too far to the left during midterm elections and future presidential nominations if they want any chance of reclaiming the White House.
The exclusive two-day event, titled “Winning the Middle,” offered strategic guidance for appealing to centrist voters.
Speakers advised attendees to communicate simply rather than using academic language, maintain genuine social media presence without living entirely online, and embrace patriotic symbols like the American flag without worrying about conservative associations.
Third Way co-founder Matt Bennett explained that his moderate Democratic organization intends to hold frequent meetings as the 2028 presidential race draws near, bringing together individuals who will shape and support Democratic candidates.
“We’re doing it early, and we’re doing it much, much more aggressively than we did last time,” Bennett stated. “We’ve got a team in place that is talking every day to the 2028ers.”
Jim Messina, who directed Barack Obama’s 2012 re-election effort, argued that Democrats haven’t yet figured out how to connect with voters effectively.
“In 2026, we’re going to win, because we have one great nominee, and his name is Donald Trump,” he explained, suggesting Trump’s low approval ratings will benefit Democrats. “But we’re going to lose the presidential election in 2028 if we can’t find an economic message that identifies with most people.”
When pressed to deliver the “brutal truth” to Democrats, Messina responded, “We have no economic message, and if we don’t get one, we’re not going to win.”
The Charleston venue was strategically chosen. South Carolina has played a crucial role in Democratic presidential primaries, notably helping propel Joe Biden to his 2020 victory. Though the Democratic National Committee’s updated primary calendar remains months away from completion, Bennett anticipates the state will continue wielding significant influence.
“We need to socialize these ideas immediately, so that they can begin to take hold and be widely shared by the time we get to the main part of their primary cycle,” Bennett noted.
Conference participants received abundant advice on presentation style.
“Democrats come across as like professors, academics, elites — I mean, my God, rip off your freaking sport coat and talk to me,” declared Joe Walsh, a former tea party Republican congressman from Illinois who switched to the Democratic Party last year. “Voters in general are just crying out for authenticity.”
However, Walsh cautioned against mimicking politicians like California Governor Gavin Newsom, who has started touring early primary states including South Carolina. Newsom has adopted Trump’s confrontational social media approach, using similar all-caps messaging to criticize the former president.
“I think the mimicking and the copying a lot of the Trumpism isn’t the way you’re actually going to reach a lot of folks,” Walsh observed. “Voters in general are just crying out for authenticity.”
Policy messaging also received attention during the conference. Only a handful of the more than 100 attendees indicated they had incorporated “affordability” — currently a popular campaign term — into their communications materials.
“I think some of you are lying,” joked Gabe Horwitz, who oversees Third Way’s economic initiatives, suggesting the actual number was much larger.
Melissa Morales from Somos Votantes, an organization focused on Latino voter engagement, urged Democrats to eliminate that word from campaign language.
“It barely makes sense in English, and it is a nightmare to translate into Spanish, so can we please call it something else?” she requested.
“They’re not asking us for economic theory, they’re asking us for a set of everyday solutions,” Morales continued. “And if we want to connect with them, that’s how we’re going to have to do it.”