I recently got into a very brief exchange, cordial and pleasant, were as they complained about West Virginia Senator Joe Machin I advised that at this time this was the very best they could hope for out of a state that went for Trump by nearly 40 points. They were unconvinced and spoke of winning WV with ‘Democratic Values.’

Here’s the thing, helping people with their medical bills, lowering the costs of vital medicines, protecting them from predatory corporations, and exploitation by their employers seems to many like winning arguments and intuitively self-obvious reasons to support Democratic candidates. But people only sometime vote by policy. I think much more often and much more powerfully it is ‘vibes’ and culture that move people and provide incentives to action. You cannot win people’s support, no matter how generous the policy, if the price is perceived to be an attack on their culture and thus an attack on the people themselves. How many progressives would accept a deal where the nation gets fully socialized healthcare for every single person in the country, but every school is also required to tech that anything other than heterosexual coupling is ‘abnormal’ and a ‘perversion.’ Very few I suspect, and they would be right to reject such a thing. The hypothetical deal is absurd and fallacy of extremes, but the core concept is sound, people will reject material advantages for ‘cultural’ issues. Culture can and does change and it can be guided, poked, and prodded along so what is true today culturally is not what will be true in a decade or two but to win in places such as West Virginia at the very least you must not offend the people by attacking their culture.

This is an element often ignore or progressives are ignorant of when attacking Trump. He is a vile, racist, authoritarian bully and I desperately want to see him in prison orange, stripped of his make-up and his wig. However, when I see elites attacking him for things such as his love of junk and fast food I am angered. They are too blinded by their desire to attack the piece of shit that they fail to see they are also attacking scores of people for whom KFC or McDonalds are normal and enjoyable fare. Creating that division of ‘us’ and ‘them’ only binds them to the orange man-baby tighter. There is no policy argument that will win over such basic tribal identity as that one.

Sadly, that battle has already been lost. Nearly seven years of snobbish attacks have well welded these people culturally to Trump but that is not enough to assure him electoral victory. I beg progressives do not go for the cheap shot and the stereotype attacks but please try and think about where you can win with culture in addition to policy. Our nation depends upon it.