Let Democrats Play Identity Politics — But Do It Smart: A Tactical Roadmap For 2026

Ask Democrats what they want for the 2026 midterms and most will answer the same: a blue wave that sweeps Republicans from the House and Senate and perhaps removes former President Trump from the White House. But there is a second wish that matters just as much: that Democrats stop snatching defeat from the jaws of victory by running campaigns with no coherent national strategy and little local nuance.

Call me a Grinch, but alongside holiday hope I picture cable commentators dissecting another preventable Democratic misstep. Time and again, campaigns poised to win have taken dramatic swings at Republicans only to hobble their own chances with poorly targeted messaging and mixed signals from the top.

Local Strategy First

Candidates running for 2026 offices — and those eyeing the marquee 2028 races — should take a simple lesson from holiday movie heroes: be proactive. Be a John McClane, a Kevin McCallister, or even an unpredictable Cousin Eddie. Run the race that will win in your district, not the one handed down by a distant national script.

There is no reason Rep. Jasmine Crockett’s Senate bid in Texas must replicate messaging from Gov. Kathy Hochul’s New York campaign. Nor should Democrats in the Bible Belt fight the exact same battles as Democrats in California suburbs. Winning is about resonating with local voters, not satisfying a national establishment that lacks a persuasive, unified platform.

Turn GOP Infighting Into Advantage

For the next year, Republicans will continue to weaponize identity issues — and publicly debate what counts as "acceptable" conservatism. Figures across the right — from Vivek Ramaswamy to Ben Shapiro, from Tucker Carlson to Candace Owens and Nick Fuentes — are already fighting over who defines the movement. That infighting presents an opportunity.

Rather than letting online mobs reduce every Republican to a single epithet, Democrats should exploit real divisions on the right. Highlighting extreme voices and contradictions within the GOP can force the far right and the center-right into uncomfortable choices, weakening the party’s nomination process and its general-election cohesion.

For example, when some conservative media figures advance exclusionary notions of “heritage” or purity, Democrats can use that rhetoric to undercut candidates who court those ideas but lack broad appeal. When figures associated with antisemitism or conspiracy theories exert influence, Democrats can point to those connections to drive a wedge between factions.

Practical Steps For Candidates

• Prioritize Local Messaging: Craft policy and messaging that address community concerns first, then tie them to broader party values.
• Exploit GOP Divisions: Use targeted contrast ads and earned media to spotlight contradictions among Republican contenders.
• Be Bold, Not Reckless: Political incorrectness that provocatively exposes GOP fractures can be useful — but it must be factual and targeted.
• Learn Post-Election: Treat 2026 as a laboratory. Successful local strategies should inform a coherent national playbook for 2028.

If Republican hopefuls wobble, Democrats could indeed have a very merry 2026. But that outcome depends on individual Democratic campaigns refusing to be mere cogs in a one-size-fits-all machine. Run your race. Be strategic. Be bold. Welcome to a more tactical Democratic playbook.

Jos Joseph is a recipient of the Military Reporters and Editors award for Best Commentary/Opinion. A graduate of Harvard University and Ohio State University, he is a Marine veteran who served in Iraq and lives in Anaheim, Calif.