2028 Democratic Hopefuls Embrace Podcasts to Rebrand Party Image/ Newslooks/ WASHINGTON/ J. Mansour/ Morning Edition/ Leading Democratic figures are leveraging podcasts to connect with voters ahead of 2028. Governors like Newsom, Whitmer, and Beshear are testing messages and addressing controversies in casual audio formats. The strategy mirrors Trump’s 2024 digital success in reaching younger male audiences.
Democrats Tap Into Podcasts for 2028 Primary Momentum Quick Looks
- Podcast Pivot: Dems follow Trump’s playbook by targeting informal platforms with broader reach.
- Cultural Fluency: Gov. Beshear learns Gen Z slang from his kids on-air.
- Political Crossover: Newsom invites conservative voices to widen appeal.
- Image Rehab: Whitmer defends Trump interactions as bipartisan leadership.
- Authenticity Play: Buttigieg shares personal stories and laughs at edgy jokes.
- Strategic Messaging: Candidates use unscripted formats to test populist and centrist tones.
Deep Look: Democrats Redefine Their Brand in the 2028 ‘Podcast Primary’
May 26, 2025
A new kind of presidential primary is underway — and it’s happening in earbuds, not town halls. With an eye on 2028, a growing slate of Democratic presidential hopefuls are turning to podcasts to redefine their message and reconnect with voters in the aftermath of a second Donald Trump presidency. From California Governor Gavin Newsom to former Transportation Secretary Pete Buttigieg, top contenders are leveraging the intimate, unfiltered format to test messages, soften partisan edges, and reach audiences beyond traditional media.
“Trump showed Democrats how powerful this medium can be,” said strategist Liz Minnella, who backed Kamala Harris in 2024. “It’s about talking like a person — not a politician.”
Andy Beshear: “Be You, Boo”
Kentucky Gov. Andy Beshear‘s podcast dives into pop culture, personal values, and political critiques — with the occasional appearance by his teenagers. In a recent episode, they schooled him on slang like “skibidi” and “doing it for the plot.”
“You be you, boo,” Beshear says in the opener — setting a casual, relatable tone rarely heard from presidential hopefuls.
Beshear has criticized Trump-era policy shifts, including potential Medicaid cuts and encrypted military communications. When asked directly about a White House run, he played coy but serious:
“I’m committed to not leaving a broken country to my kids.”
Gretchen Whitmer: Hugs and Fighter Jets
Michigan Gov. Gretchen Whitmer appeared on “Pod Save America” and tackled a controversial embrace with Trump during a bipartisan announcement about new defense contracts in Michigan.
“It doesn’t mean I’ve abandoned any of my values,” Whitmer said. “It was a reminder: service over self.”
She later described the defense deal as a “BFD”, echoing a Biden-era meme — signaling that even in tough moments, she’s still fluent in the culture of her base.
Gavin Newsom: Across the Aisle
California Gov. Gavin Newsom’s podcast, This is Gavin Newsom, features guests ranging from Trump allies like Steve Bannon and Charlie Kirk to Democratic colleagues.
He’s received backlash for giving MAGA voices a platform, but his team insists the goal is ideological engagement. In one episode, Newsom said he opposes trans women in women’s sports, aligning with conservative critics:
“It’s deeply unfair,” he told Kirk.
Critics say he’s chasing centrism at the expense of progressivism. But Newsom told HBO’s Bill Maher that Democrats need to detoxify their image.
“We’ve got to be willing to have uncomfortable conversations.”
Pete Buttigieg: Beards, Babies & Big Ideas
Pete Buttigieg‘s three-hour appearance on the Flagrant podcast may have been the most revealing yet. Sporting a beard, he cracked jokes, discussed his military service, and opened up about raising biracial children.
“We’ve got to encounter people who don’t think like us,” Buttigieg said. “It makes us smarter — and more persuasive.”
In contrast to more polished appearances, Buttigieg engaged in raw banter, responding to spicy questions with honesty and humor. It’s a strategy aimed squarely at younger, swing voters who often reject polished political messaging.
The Strategy Behind the Streams
The podcast pivot isn’t just about style — it’s strategic repositioning. With Gen Z and millennial voters increasingly tuning out TV and traditional interviews, digital audio offers a path to authentic connection.
It also enables trial-ballooning policies and positions in a low-risk environment, often escaping mainstream scrutiny. With the wounds of 2024 still fresh, Democrats know they need to rebuild trust and relevance, especially with disillusioned and independent voters.
Who’s Winning the Podcast Primary?
It’s early, but some trends are clear:
- Newsom is going bold, inviting criticism but gaining visibility.
- Beshear is leaning on authenticity and heartland charm.
- Whitmer is balancing pragmatism with progressivism.
- Buttigieg remains the polished yet relatable intellectual.
As the 2028 field takes shape, podcasting may prove to be the new debate stage — not just for policy, but for personality.
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