Maryland Governor Wes Moore recently commented that Democrats should not be focused on the 2028 election at this time. He urged a focus on the present rather than the future presidential race, even suggesting that considering 2028 is “disqualifying.”
I have great respect for Governor Moore, considering him one of the party’s strongest leaders. While I agree with his sense of urgency, I believe we can work on current issues while also preparing for the future. This urgency includes developing the next generation of leaders, starting today.
The Democratic Party requires revitalization. An essential element of this is promoting the next wave of leadership, not in 2027 or after the midterms, but immediately. Our success depends on it.
The unfortunate truth is that, following the 2020 and 2022 elections, the Democratic Party is losing the perception battle. We are increasingly seen as the party of the status quo, with aging leaders, elite institutions, and a detached, technocratic approach to the everyday struggles of the people we aim to represent. When voters under 40 are asked what Democrats stand for, the response is often uncertain. Swing voters in key states express negative sentiments about the party’s direction. A recent Wall Street Journal report indicated that Democratic favorability is at a 35-year low.
The good news is that Democrats have an exceptionally strong and deep bench of leaders ready to take on prominent roles.
We have governors who have achieved significant victories and have broad appeal, including Wes Moore, Gretchen Whitmer, Andy Beshear, Josh Shapiro, JB Pritzker, Gavin Newsom, and Phil Murphy.
We also have senators such as Ruben Gallego, Elissa Slotkin, Chris Coons, and Chris Murphy; mayors like Mitch Landrieu and Justin Bibb; cabinet secretaries such as Gina Raimondo and Pete Buttigieg; and emerging figures like James Talarico and Rep. Sarah McBride, who are demonstrating strong leadership and redefining the Democratic brand.
In New Jersey and Virginia, we have impressive 2025 gubernatorial candidates in Reps. Mikie Sherrill and Abigail Spanberger, respectively.
Organizations like NewDEAL Leaders and Next50 are actively recruiting, electing, and supporting state and local leaders who represent the next generation within the party. However, most people outside of political circles likely wouldn’t recognize even half of these individuals.
This isn’t a problem of messaging, but rather a lack of visibility.
Voters don’t develop enthusiasm for résumés or policy papers. They connect with individuals who are present, communicate clearly, and make them feel understood. Achieving this kind of resonance requires consistent effort and a visible presence, along with a willingness to step into the spotlight proactively.
Presidential campaigns typically begin with ambiguous denials, followed by subtle campaigning in Iowa or the launch of a PAC. Traditionally, serious campaigning is delayed until after the midterms to avoid “distracting” from the party’s broader agenda.
This tradition is now detrimental. Our brand is suffering, and rebuilding it requires presenting voters with fresh, compelling faces of the Democratic Party. Leaders, not messages, are what change a brand.
In 2020, I worked on Joe Biden’s campaign during a crowded primary. A key argument for his candidacy was not only his experience but also his proven electability. In 2018, as a former vice president, he actively campaigned for Democrats at all levels. He visited conservative districts and swing states, held rallies, recorded robocalls, and helped flip seats like Pennsylvania’s 18th congressional district. He earned this reputation by consistently showing up early, often, and everywhere, demonstrating to Democratic primary voters that he knew how to win in challenging areas.
Anyone considering a 2028 run should be engaged in similar efforts now, or make way for someone who will.
Winning governors’ races in 2025 and flipping Republican-held seats in 2026 will require changing voters’ perceptions of “the Democrats.” This begins with leadership. Anyone aspiring to be the party’s standard-bearer must act like it now by supporting down-ballot candidates, collaborating with state parties, raising funds, recruiting talent, and participating in important battles.
We should welcome a large and competitive primary field in 2028. More ideas and leaders will strengthen us. This process will showcase our greatest strength: our talent.
It’s crucial for all potential candidates to remember that the presidency is more than just a position; it represents leadership of a movement, a message, and a national coalition. If you aspire to lead the Democratic Party, begin leading it now.
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