Polling has shown over and over that Americans support higher taxes on the wealthy. But when they actually get to the ballot box, they simply aren’t voting in ways that would make that happen.

As advocates for an economy that would lift all people up and end extreme wealth concentration, this disconnect can feel incredibly frustrating. We at the Excessive Wealth Disorder Institute and Wonder for Good did some deep listening to better understand the disconnect between audiences’ support for change in the abstract and how they actually vote.

Through in-depth, qualitative audience research and message testing, we identified strategies that consistently worked — and some that didn’t — in creating positive mindsets and support for reforming the tax code. Some of our findings may be surprising to advocates accustomed to messaging to base audiences.

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