For decades, the South has been painted as a Republican stronghold, a region where Democratic campaigns go to falter and progressive policies hit a wall of resistance. But this narrative overlooks the evolving demographics, changing political landscape and untapped potential that make the South a battleground Democrats cannot afford to ignore. It’s time for Democrats to embrace a new Southern strategy — one that goes beyond simply competing and aims to build lasting political infrastructure in the region.
I bring this perspective not just as a political observer but as someone who has worked to expand Democratic outreach and engagement. I am running to be the next vice chair of the Democratic National Committee because I believe in building long-term power in the South. Most recently, I served as a senior Biden-Harris appointee at the Department of Commerce, where I helped push $800 million in grant money out to rural communities to help close the gap in broadband access. Through targeted outreach, text banking and organizing, my PAC, Ready for Change, contacted more than 26,000 young voters during the COVID-19 pandemic. I have seen firsthand how strategic investment and grassroots engagement can transform political landscapes.
Credit: Handout
Credit: Handout
First, let’s dispel the myth that the South is uniformly conservative. Georgia, North Carolina and Virginia have shown Democratic victories are not just possible but repeatable when campaigns are strategic and well funded. Stacey Abrams’ voter mobilization efforts in Georgia are a case study in how grassroots organizing can turn out historically underrepresented communities and flip a state. Meanwhile, North Carolina remains a purple state, with competitive Senate races and growing urban centers that lean Democratic. Even in deep red states such as Texas and Alabama, urban areas and younger voters are pushing the needle leftward.
The South is also home to some of the fastest growing and most diverse populations in the country. Black voters remain the backbone of the Democratic Party, and the South has the highest concentration of Black voters in the nation. Additionally, the growth of Latino and Asian American populations adds new layers of opportunity for Democrats to expand their coalition. Ignoring the South is not just a political mistake — it’s a moral failing not to engage with the very communities that form the foundation of Democratic support.
Latinos make up nearly 20% of the U.S. population. They are now the nation’s second-largest group of eligible voters — only behind white non-Latino voters. According to projections from the U.S. Census Bureau, by 2030 the electoral map will shift, with Southern states where Latinos are a key voting bloc — Georgia, North Carolina, Texas and Florida — picking up more Electoral College votes.
Democrats must engage Latino voters in a meaningful way by investing in Spanish-language outreach, supporting Latino community organizations and addressing issues that resonate deeply with these voters, such as immigration reform, education, health care and economic opportunity. Campaigns need to meet Latino voters where they are, whether in churches, workplaces or community centers, and ensure that outreach efforts are culturally competent and year-round, not just during election season. Building trust within Latino communities requires long-term commitment and representation at every level of government.
One of the biggest missteps Democrats make in the South is treating it as a transactional relationship. Too often, national Democratic organizations pour money into high-profile races during election years only to pull out resources when the ballots are counted. This cycle of “parachute politics” leaves local organizations underfunded and communities feeling abandoned.
A new Southern strategy requires sustained investment in grassroots infrastructure. This means funding year-round voter registration efforts, supporting local candidates at every level of government and building a bench of young, diverse leaders who reflect the communities they serve. It also means addressing voter suppression head-on. Republican-led legislatures in the South have passed a slew of restrictive voting laws designed to disenfranchise Black and brown voters. Democrats must commit to fighting these laws in court and ensuring all eligible voters can cast their ballots.
Another key element of a new Southern strategy is crafting a message that speaks to the unique concerns of Southern voters. Republicans have long weaponized cultural issues to galvanize their base, painting Democrats as out of touch with “real America.” Democrats can counter this by grounding their policies in shared values like family, faith and opportunity while highlighting the tangible benefits of progressive policies.
For example, expanding Medicaid resonates deeply in Southern states where millions lack access to affordable health care. Investing in infrastructure, education and good-paying jobs can also unite voters across racial and economic lines. Democrats should lean into the successes of the Biden administration — from capping insulin costs to creating manufacturing jobs — and show how these policies directly improve the lives of Southern families.
The South’s political future depends on coalition building. This means not only energizing the Democratic base but also reaching out to moderate and disaffected voters who feel left behind by Republican extremism. The overturning of Roe v. Wade, book bans and attacks on LGBTQ+ rights have alienated many suburban women and young voters, providing an opening for Democrats to make inroads.
At the same time, Democrats must ensure that Black voters and other communities of color feel valued, not taken for granted. This requires showing up in every community, listening to concerns and empowering grassroots leaders to drive the conversation. A big-tent coalition is built on trust, and trust is earned through consistent engagement.
The South is not just a regional battleground; it’s a reflection of America’s future. The policies enacted in state legislatures have national implications, from voting rights to abortion access to education. If Democrats want to protect democracy and expand opportunity for all, they cannot afford to write off the South.
A new Southern strategy is not just about winning elections; it’s about building real power. It’s about investing in communities, amplifying diverse voices and fighting for the values that unite us. The South is changing, and Democratic strategies need to change with it.
Troy Blackwell was a senior appointee in the Biden-Harris administration and deputy chief communications officer at the U.S. Department of Commerce.
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