'It resonates if it comes with receipts. Otherwise, puro cuento.' That's how one California voter described their reaction to anti-corporate campaign messaging.
I ran a study with 6 California residents asking about the 2026 Governor race. What matters to them, what messaging lands, and what falls flat. The responses were candid and surprisingly unified.
The Participants
Six California adults aged 25-65, from Sacramento to San Francisco to Chula Vista. Mix of professionals, caregivers, and workers. All registered voters with varying political engagement levels.
What Issues Actually Matter
Before we got to messaging, we asked what problems they want the next Governor to solve.
Housing: permitting reform, NIMBY opposition, affordable development
Cost of living: groceries, healthcare, utilities, childcare
Worker protections: fair schedules, heat protections, wage enforcement
Infrastructure: transit, water, climate resilience
I want a Governor who is tapat and boringly competent. Less ribbon cuttings, more receipts.
Key insight: Housing dominates. Voters want permitting reform with hard caps and auto-approval if cities stall.
The Anti-Corporate Messaging Problem
We tested the message: 'I refuse corporate donations and want to hold powerful interests accountable.'
Define 'corporate.' LLCs count? Nonprofits with corporate donors? I want specifics, not purity badges.
The consensus: anti-corporate messaging sounds good but needs specifics. Voters are tired of bumper sticker politics.
Key insight: 'No corporate donations' is table stakes. Show WHERE the money comes from and WHAT you'll do differently.
What Would Actually Change Their Vote
Concrete housing plans with timelines and enforcement
Demonstrated follow-through on past promises
Plain language, not political jargon
Local presence and accessibility
What This Means for California Campaigns
Lead with housing and cost of living, not identity or ideology
Provide specifics: budgets, timelines, accountability measures
'Boring competence' beats inspirational rhetoric
Anti-corporate messaging needs receipts, not just positioning
Spanish-language outreach matters for key demographics
The California electorate is skeptical but not cynical. They want candidates who treat them like adults and show their work.
Want to test your own campaign messaging? Ditto lets you run studies like this in minutes. Book a demo at askditto.io.
