The dirty little secret that no one, especially Republicans, wants to discuss is its problem with the young electorate and everyone who is not older, white, and male.
To support this alarming fact, a 2022 study by the Brookings Institution reinforces this observation regarding the Republican brand.
It found that the 18- to 29-year-old age group (Gen Z and the youngest millennials) showed an even more pronounced shift toward Democrats than in previous election cycles.
It is one of the few demographic groups to offer a higher Democratic-Republican margin in the nationwide House vote than for the 2020 presidential election Democratic-Republican value of 28 in 2022, compared to 24 in 2020.
This data says that there is danger for Republicans if something is not done fast.
So much for the notion that the young do not vote.
Yes, to quote Bob Dylan, "The Times They Are A-Changin'."
To fuel this fire, data shows that the Supreme Court's decision to overturn Roe v. Wade, 410 U.S. 113 (1973), affected the midterms.
Exit polls show that 47% of female voters felt angry about that decision, and 83% of those women voted for a Democratic candidate. The Democratic-GOP vote margin for women ages 30 to 44 was also more significant than in 2020.
Among white male voters, 18-to 29-year-olds favored Democrats compared to older white voters. "Although young white voters favored Democrats in both the 2020 presidential election and 2018 midterms, their D-R margin in 2022 was even higher," according to the Brookings survey.
So what should Republicans do?
From a branding perspective, they should choose candidates who can reach younger male and female voters.
This means selecting a millennial candidate who can get this demographic with an alternative message different from those peddled by current Democratic candidates.
Currently, there are no Republican contenders that meet this challenge.
Furthermore, issues like the banning of TikTok can, even more, alienate younger voters from Brand Republicans with long-term ramifications.
The one candidate who can serve as a brand ambassador to this younger demographic is the author of "Woke, Inc." — Vivek Ramaswamy.
He is a millennial who understands the tech world, is Harvard educated, has had a successful career in creating new, innovative companies.
He can speak to youth with a new message that resonates with them.
Ramaswamy also knows the players who run Corporate America and the tech crowd who control social media and all things Silicon Valley.
In the past, voters weren't as critical and emotionally invested in the issues as they are today. This fact is especially acute for young voters — the key for Republicans if they wish to be relevant in this new woke, environmentally-sensitive world.
In a column written by this author, the perception that Republicans are not as well-liked as Democrats is addressed, as well as the GOP's need to find an issue (or issues) that can change this dynamic.
Vivek can bridge the generation gap between young and older voters and provide an honest discussion regarding global warming, the gender wars, and any issue the left wants to debate — should they wish to engage in this dialogue.
Of his Indian immigrant background, he can dispel the idea of white supremacy should such an issue arise.
Some will say he's a good guy but . . . too narrow, too young, and would be better off running for the U.S. Senate.
The question is whether we have that kind of time to wait.
There is always vice president for Vivek for those who think he should stay.
Republicans need to change its brand with new messaging, while focusing on issues which will truly resonate with voters; doing so with a young fresh face.
The GOP must redirect itself in this way if they want the White House in 2024.
And, oh yes, it's always an easier when you have marketing and branding in mind.
Dr. John Tantillo is a marketing and branding expert, known as The Marketing Doctor. JT utilizes his doctoral skills in applied research psychology to analyze the issues and personalities of the day utilizing his marketing and branding lens. This provides his readers with additional insight needed to understand the "new normal" in politics, news, and culture. Dr. Tantillo is the OpEd writer for Political Vanguard. He is the author of "People Buy Brands, Not Companies," and the Udemy course "Go Brand Yourself!" Dr. Tantillo is also the host of the popular podcast BrandTalk, another way to talk, be heard and seen on YouTube. You can follow him on Twitter @marketingdoctor and at Facebook.com/dr.johntantillo. Read Dr. John Tantillo's Reports — More Here.