This year’s election results saw overwhelming changes in demographic voting trends. Trump made gains across racial demographics, driven mainly by Black and Latino men. Though Trump’s dominance over white men was unsurprising, many were taken aback by his increased popularity among Latino and Black men. Trump has often made disparaging remarks about these groups, referring to Mexican immigrants as “rapists” and claiming that former president Obama was born outside of the United States. Historically, racial minorities have been bulwarks of the Democratic base, the party relying on their dependable support where the white vote is predominately Republican. These pillars of democratic support crumpled in this year’s election, begging the question: why? The answer is straightforward – Trump’s Republican Party appeals to masculinity in a way that Democrats can’t.

If you’ve ever seen, or even heard of “The Wolf of Wall Street,” (the 2013 Martin Scorsese film about Jordan Belfort, a wealthy con artist who indulges in a life of debauchery before his downfall at the hands of the FBI) then you’re likely familiar with the billionaire playboy archetype,  the lifestyle that is the aspiration of the modern  “finance bros.” The “finance bro” is a stereotype that describes a specific type of man, this can be a fraternity brother with the occasional interest in the stock market or cryptocurrency or a top stockbroker on Wall Street. These types see themselves in Donald Trump, a paragon of the billionaire playboy lifestyle. 76% of U.S. adults say that men face significant pressure to provide for their families financially. 68% report considerable pressure on men in their jobs or careers. This is compared to 40% and 44% for women, respectively. It’s undeniable that financial success is directly related to masculinity.

But what is the difference between Mitt Romney’s Republican Party and Trump’s? Trump’s appeal to finance had an incredible pull for Black and Hispanic men this election. Why didn’t the fiscal policies of Romney and McCain have the same effect? Aside from the fact that Trump is himself an embodiment of financial success, metaphorically putting his money where his mouth is, the answer also lies in Trump’s unique brand of masculinity. Unlike previous Republican candidates who emphasized conservative economic policy in more technical terms, Trump’s messaging was raw and unapologetically masculine; he welded conservative economics and masculinity together. This attitude can be seen at his rallies, which the Philadelphia Inquirer referred to as “testosterone-drenched.” For many men of color, that strong masculine identity is closely tied to cultural identity, as reflected in a survey that found that 49% and 34% of Black and Hispanic men, respectively, self-identified as “very masculine,” compared to just 28% of White men. Trump’s portrayal of himself as a dominant, self-made leader resonated far beyond fiscal policy – it spoke to a deeper cultural understanding of what it means to be a strong, successful man. His defiance of “wokeness” and his willingness (if not eagerness) to speak the unspeakable was viewed as a form of authenticity by men of color. The perception of authenticity was something previous GOP candidates lacked, and it allowed Trump to make gains among young Black and Hispanic men, groups whose Democratic affiliation was previously seen as unshakable.

As Trump’s appeal to financial stability and traditional masculinity found fertile ground among America’s minorities, his campaign’s narrative of resilience took on even greater significance when faced with a female opponent. For male voters, particularly those feeling alienated by what they perceive as a society critical of traditional masculinity, Trump’s refusal to back down from his campaign’s stance of anti-political-correctness and his image of persistence were taken as symbols of defiance. As of October, nearly 44% of all men either don’t believe America is ready for a woman president, or are not sure. The hesitancy of men to hand over the executive reigns to a woman only added to the rationale Trump’s “testosterone-drenched” campaign offered. This election didn’t just crown the next president – it was a referendum on masculinity itself.

The 2024 Election was a case study of the power of cultural messaging and its impact on voter demographics. Trump’s success among male voters across racial lines highlights a growing disconnect between the Democratic platform and the concerns of men who feel left behind by shifting cultural norms. As the political landscape evolves, it’s clear that appeals to traditional masculinity and economic strength will be critical to the Republican strategy – posing a difficult challenge for Democrats as they work to rebuild their coalition and pivot to the defensive.

Image Credit: “Proud Boys in Raleigh” (unmodified) by Anthony Crider is licensed under CC BY 2.0