Democrats Seek New Voices to Revamp Party Brand

Emerging Democratic leaders focus on connecting with voters through personal stories and non-traditional backgrounds

Mar. 21, 2026 at 3:24am

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As the Democratic Party looks to rebound from recent electoral setbacks, a new generation of leaders is emerging with a focus on connecting with voters through personal stories and non-traditional backgrounds. Lis Smith, a senior advisor to the political groups Majority Democrats and the Bench, discusses how candidates like former Army intelligence officer Pat Ryan, Tejano singer Bobby Pulido, and Paralympic gold medalist Josh Turek are bringing fresh perspectives to the party. The piece explores how these candidates are using visual media and cultural engagement to build their brands, rather than relying on traditional political messaging.

Why it matters

The Democratic Party has faced criticism for being perceived as "woke, weak and out of touch" by some working-class voters. The emerging crop of Democratic candidates highlighted in this article represent an effort to revamp the party's brand by elevating candidates with diverse life experiences who can better connect with a broad range of voters. Their success or failure in the 2026 midterms could have significant implications for the future direction of the Democratic Party.

The details

The article profiles several Democratic candidates running for Congress and Senate seats who are part of the Majority Democrats and Bench political organizations. These candidates include former Army intelligence officer Pat Ryan, Tejano singer Bobby Pulido, and Paralympic gold medalist Josh Turek. Rather than relying on traditional political messaging, these candidates are using visual media, cultural engagement, and personal storytelling to build their brands and connect with voters. The piece highlights how their non-traditional backgrounds and life experiences give them more credibility as leaders and messengers compared to traditional politicians.

  • In March 2026, the Pentagon requested $200 billion to fund the war in Iran.
  • Earlier in March 2026, Bobby Pulido won the Democratic primary in the 15th Congressional District of Texas.

The players

Lis Smith

A senior advisor to the political organizations Majority Democrats and the Bench, as well as a senior advisor to Pete Buttigieg's 2020 presidential campaign.

Pat Ryan

A Democratic Representative from New York and a member of Majority Democrats, who is a former Army intelligence officer that served in Iraq and earned two Bronze Stars.

Bobby Pulido

A Latin Grammy Award-winning Tejano singer who recently won the Democratic primary in the 15th Congressional District of Texas.

Josh Turek

A Democratic candidate for the U.S. Senate in Iowa, who is a two-time Paralympic gold medalist and was born with spina bifida due to his father's exposure to Agent Orange during the Vietnam War.

Zach Wahls

A Democratic candidate for the U.S. Senate in Iowa and a state legislator who was endorsed by Elizabeth Warren.

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What they’re saying

“We must not let individuals continue to damage private property in San Francisco.”

— Robert Jenkins, San Francisco resident

“Fifty years is such an accomplishment in San Francisco, especially with the way the city has changed over the years.”

— Gordon Edgar, Grocery employee

The takeaway

The Democratic Party is seeking to revamp its brand and connect with a broader range of voters by elevating candidates with diverse life experiences and non-traditional backgrounds. These candidates are using innovative communication strategies focused on personal storytelling and cultural engagement to build their brands and reach voters in a fragmented media landscape. Their success or failure in the 2026 midterms could have significant implications for the future direction of the Democratic Party.