Released two months before Election Day, a new study of Black voters and non-voters has identified five “Black values clusters” that can help organizations improve community outreach and engagement as they prepare for Nov. 5.
By identifying characteristics shared by different groups of Black people, the study’s researchers believe they can better understand why some are — or are not — civically engaged, and they intend to build programs based on the research to improve connections and help more people understand the power of their votes.
“We conducted this research because, historically, the Black electorate has been treated as a monolith in part because the only measures used to assess our interest were vote choice and party ID,” said Sojourn Strategies CEO Katrina Gamble, whose firm conducted the research along with HIT Strategies. “However, as organizers working in a community day in and day out, and as recent shifts in the political landscape indicate, there are important differences within the Black community that inform how people think about and engage with democracy.”
Ranada Robinson, research director for the New George Project, summed up the study: “Black voters are not a monolith and this research proves that. And that’s key for how we implement the findings.”
The study was commissioned by New Georgia Project, Detroit Action Education Fund and POWER Interfaith (a Pennsylvania organization), each of which is implementing programs designed to engage various cohorts, leaning into lessons learned from the research.
For example, POWER Interfaith is recruiting members of civically engaged clusters to host events where they can reach out to those who are disconnected from politics and civic life.
“We are using the Black values research to reach a subset of 50,000 eligible Black voters who are not yet civically engaged,” said Gregory Edwards, the group’s interim executive editor. He noted that they can build on shared faith values when other connections, besides race, are lacking.
Robinson explained that her group can reach out to “underrepresented and underestimated high-opportunity voters” — a term she prefers to “low-propensity voters” — by having a better understanding of differences among cohorts of Black people and how to engage with them.
“Elections, including this one in November, are not the endgame. They are opportunities to engage Black folks, listen to them and activate them to get, or stay, civically engaged as a tool toward building a multiracial and more inclusive democracy,” she said.
Similarly, Detroit Action has planned programming designed to connect across segments of the Black community. And he, like the others, believes even the less engaged cohorts can be motivated to vote if properly motivated.”
“In Detroit, we’re going to prove that cynicism doesn’t have to be a barrier to engaging in the civic process,” said Branden Snyder, senior advisor for Detroit Action Education Fund. “You can be a cynic and still vote if it means being able to deliver change for a community that you love and that you represent.”
The research, which included a survey of 2,034 Black registered voters and 918 Black unregistered voters asked standard questions related to issue priorities and demographics but also asked more probing questions.
“[Community organizers] understand to engage and build power in the Black community they have to better understand who they are talking to beyond basic demographics like gender and age, and instead dig deep to understand how values, identity and political agency impact how different parts of the Black community think about elections and democracy,” said Gamble.
The largest group identified by the study is the “Legacy Civil Rights” cluster, which accounts for 41 percent of respondents. The oldest of the cohorts, this group has a strong Black identity and generally identifies as Democrats.
“The vote and democracy is incredibly important to them because they see it as something fought and won by our ancestors. It is a civic duty to them. They are going to vote and they know who they are going to vote for,” said Gamble.
Racism and discrimination is the top election issue for that group.
The “Secular Progressives” (12 percent of respondents), also have strong Black and Democratic identities, and they also are likely to vote. This group is younger — largely Gen X and millennials — and is the most educated of the cohorts.
“They believe laws and policies often keep the Black community down. However, despite that skepticism, they are motivated to vote to protect their community from harm,” said Gamble.
Their top issue in this election is health care.
“Nextgen Traditionalists” make up 18 percent of respondents. Primarily millennials and Gen Z, they share the same strong Black identity but are more politically independent, though still leaning toward the Democrats.
“Despite their potential to be more regular voters they are likely missed in the typical industry focus on likely voters,” said Gamble.
This group’s top issue is also health care.
The “Rightfully Cynical” make up nearly a quarter of respondents (22 percent.) Mostly men and members of Gen Z, this group disapproves of both parties and generally has low social trust.
“They have a low perception of the power of the vote,” said Gamble, and therefore are the least likely to cast ballots. Their top issues are inflation and the cost of living.
“Race-Neutral Conservatives” are the smallest group (7 percent). Mostly men, they are mainly Gen X and millennials. They don’t emphasize their Black identity and lean toward Republicans, unlike the other clusters. This group has the highest incomes among the segments.
“They are more likely to blame barriers that the Black community faces on individual choices,” said Gamble.
Like the Rightfully Cynical, their top issues are inflation and cost of living.
It is clear from the research data that Black voters are not a monolith and spending more time to better understand their needs is critical to increasing the numbers of Black people who cast ballots.
As stated by Gamble, “Where the political industry has invested millions of dollars to understand White voters like Joe the Plumber and soccer moms, we believe the Black electorate requires that same level of understanding and investment.”
