Dems are saying the quiet part out loud about 2028

Presidential Aspirants Ditch the Cloak and Dagger

Gone are the days when presidential hopefuls danced around the subject of their ambitions. The current crop of contenders is stepping boldly into the light, with intentions that are anything but subtle.

On Tuesday, former Transportation Secretary Pete Buttigieg indicated he would “assess” the possibility of a 2028 campaign. Kentucky Governor Andy Beshear, already laying the groundwork for a national bid, expressed he “would consider” it. Pennsylvania Governor Josh Shapiro, when queried by HBO’s Bill Maher about his suitability for 2028, flaunted his impressive track record in a pivotal swing state. Meanwhile, Rahm Emanuel declared he’s “in training” for a run.

Even former Commerce Secretary Gina Raimondo has candidly acknowledged she’s contemplating a presidential bid.

For years, the lead-up to presidential primaries featured a coy, wink-and-nod strategy—characterized by clandestine preparations and a public facade of nonchalance regarding national ambitions. However, the era of the shadow primary seems to be yielding to a more forthright and candid approach, with many potential candidates openly admitting they’re seriously considering a run for the presidency—two and a half years in advance.

“Smart candidates are wise to make their intentions clear, even if it’s only thinly veiled, because the days of playing coy are over. Everyone can see through that charade,” remarked Rebecca Pearcey, a strategist for Massachusetts Senator Elizabeth Warren’s 2020 campaign. “I wouldn’t be shocked if anyone on the national stage announced a run at any moment.”

However, this early campaign fervor isn’t without its pitfalls. Candidates risk igniting a fire too soon, burning out before the primaries, or alienating voters with their obvious ambition. Yet, the urgency among Democrats to make their moves is palpable, especially with no clear frontrunner and a leadership vacuum in a GOP-dominated Washington.

It’s worth noting that while some politicians are gearing up for higher office, others are still focused on their current roles. Maryland Governor Wes Moore, for instance, reiterated he is “not running” during an interview on ABC’s “The View” this month. Buttigieg, responding to his own previous comments about a 2028 run after a town hall in Cedar Rapids, Iowa, insisted, “Right now, I’m not running for anything.”

Yet, the actions of these potential candidates are brazen, even if largely occurring behind closed doors. Buttigieg was shadowed by a videographer from his political group Win the Era during his Iowa visit. Just last week, he and Senator Raphael Warnock (D-Ga.) took selfies and mingled with influencers at the “Trending Up” content creator conference in Washington, D.C., according to two attendees who spoke on the condition of anonymity.

Across the nation, Beshear, California Governor Gavin Newsom, Senator Amy Klobuchar, and Emanuel addressed high-stakes donors at the Future Forward summit in California, as noted in a schedule obtained by POLITICO.

Arizona Senator Ruben Gallego, who stirred speculation about 2028 with a recent trip to battleground Pennsylvania, remarked, “Whenever any politician has ever run for Congress, Senate, or governor and claimed they hadn’t considered a presidential run, they’re lying.”

“Of course, I’ve thought of it,” he admitted, before quickly adding he’s not currently focused on 2028.

Minnesota Governor Tim Walz and Moore recently announced plans to visit South Carolina, the first-in-the-nation primary state for Democrats, while Illinois Governor JB Pritzker took to the stage in New Hampshire to criticize “do-nothing Democrats.” Representative Alexandria Ocasio-Cortez (D-N.Y.) and Senator Bernie Sanders (I-Vt.) have also been actively engaging with voters, drawing record crowds on their “Fighting Oligarchy” tour. Not to be outdone, Newsom aired a TV ad on Fox News that served as a direct critique of former President Donald Trump’s tariffs.

“What matters to voters is honesty and authenticity. If you’re running for president, you’re running for president. Why else would you be in South Carolina or New Hampshire without declaring your candidacy? Don’t pee on my head and tell me it’s raining,” stated South Carolina state Representative JA Moore, capturing the sentiment perfectly.

One reason for this candid approach among contenders is the clear demand for anyone willing to explore the 2028 landscape, according to veteran Democratic strategist David Axelrod. With the party’s public polling sinking to record lows and an inability to effectively counter Trump, there’s a palpable thirst for new leadership.

“There is no clear nominee, which has led many to contemplate their own candidacies and seek to be part of the conversation,” Axelrod noted. “Democrats are actively searching for a new leader.”

A former advisor to a 2020 presidential candidate, who spoke on the condition of anonymity, reflected on the shift since 2017: “Back then, the base would have penalized you for being so explicit so early. Now, in this information age, being transparent and answering the question is the better strategy.”

“There’s no need to be coy about it,” the advisor added.

In addition to their public declarations, prospective 2028 candidates are also diligently courting donors behind the scenes. Many are engaging in private meetings with high-value fundraisers, attending donor summits, and participating in retreats as part of the “audition phase” for the primary, according to one Democratic donor advisor who requested anonymity.

“Donors are emerging from their hibernation after the 2024 loss, beginning to look for their next candidate,” the advisor shared. “While they may not be writing checks yet, they are definitely probing these candidates.”

Moore mentioned he had “a number of conversations with several interesting individuals” he chose not to identify, as contenders reach out to local officials in the early primary states. He did, however, highlight Representative Ro Khanna (D-Calif.) as “the person who’s been the most proactive, trying to build connections with influential local politicians.”

Many candidates are also taking their messages to town halls, particularly in red districts, to demonstrate their willingness to connect with voters in areas where the party has struggled in recent elections. Both Gallego and Khanna held town halls in Pennsylvania last week, while Walz made stops in Iowa, Nebraska, Wisconsin, Texas, Ohio, and West Virginia. Senator Cory Booker (D-N.J.) joined Senator Mark Kelly (D-Ariz.) for a town hall in Arizona last month.

Frustrated by their previous challenges in digital outreach, some Democrats are attempting to carve out a niche in content creation. Both Newsom and Beshear launched their own podcasts this spring, while others like Booker and Buttigieg have participated in lengthy interviews on various podcasts, with Buttigieg even going viral on the “Flagrant” comedy podcast. There are talks of Buttigieg potentially launching his own podcast, and he has already initiated a Substack newsletter.

Several factors are driving this early start to the Democratic primary. The reality is that Democrats find themselves in a precarious position—“unlike in 2017, this doesn’t feel like a fluke; the problem isn’t just Trump, it’s us,” said an advisor to a potential 2028 candidate, who wished to remain anonymous. The party is actively searching for someone who can “make us better.”

“That’s the question that has prompted this early interest,” the advisor explained.

Another advisor to a 2028 hopeful argued that the primary process began as far back as 2022 and 2023, as Democrats evaluated whether then-President Joe Biden would seek reelection. “It was a lot of ‘I’ll be a surrogate,’ which allowed candidates to engage in early states,” they noted.

Additionally, the harsh financial realities of presidential campaigns necessitate multimillion-dollar operations and national recognition to resonate with primary voters. While the Democratic National Committee has yet to outline its debate process, the experience from 2019 indicates candidates must meet specific fundraising and polling thresholds to qualify for the debate stage.

“If you’ve already made the decision to run, why hold back? You’ll need to raise funds and increase your visibility to compete effectively, and these candidates must establish themselves nationally sooner rather than later,” argued a third advisor to a potential 2028 candidate, who spoke on the condition of anonymity. “Waiting until 2027 might already be too late.”

Contributions to this report by Holly Otterbein, Adam Wren, Shia Kapos, and Brakkton Booker.