Can a meaningful message outshine a massive war chest? In politics, it’s meaning—not money—that makes the difference.

The Insight:

Sutherland argues, “We don’t value things; we value their meaning.” This is especially true in political campaigns, where a deeply meaningful message can inspire voters far more than flashy ads or massive budgets.

Ronald Reagan’s “Morning in America” campaign ad wasn’t the most expensive ad of its time, but its emotional resonance made it one of the most impactful in political history. It created a sense of optimism and hope that captivated voters.

Globally, consider Volodymyr Zelensky’s landslide win in Ukraine. His campaign used humor and symbolism to create meaning that connected with voters on a deeply emotional level, overshadowing wealthier and more traditional opponents.

The Behavioral Science Angle:

Voters are drawn to meaning over material displays. Behavioral science shows that people are motivated by identity, purpose, and emotion—factors that can’t be bought with big ad budgets alone. A campaign that creates meaning will inspire loyalty and turnout.

NextGen’s Take:

At NextGen, we specialize in crafting meaningful messages that connect with voters’ values and aspirations. We’ll help you create a campaign that resonates emotionally and inspires action, no matter the size of your budget.

Call to Action:

Let’s turn your message into something voters truly believe in. Contact NextGen today to craft a meaningful, winning campaign strategy.