This column appeared in USA Today on June 27, 2024

By Christine Matthews and Celinda Lake
Opinion contributors

President Joe Biden and Republican challenger Donald Trump will be on stage Thursday night vying for an advantage in a closely contested presidential election. Plenty of cheerleaders from each side will watch the debate, but will persuadable voters tune in?

More important, will either candidate say anything that changes a mind or spurs someone to consider voting rather than sitting this one out?

Our firms have conducted more than 100 focus groups so far this year, and we have a strong sense of what is on voters’ minds. After spending hours in conversation with people across the country, we learn things beyond what a poll can tell us, and we’re happy to share what we think the candidates should consider for the first 2024 presidential debate.

System is rigged for big corporations, wealthy elites and powerful lobbyists while the vast majority of Americans feel they have little say or influence.

This belief is held by most voters these days, but especially those who don’t feel like their vote will make a difference. Is there any reason for them to believe that you as president will change this dynamic in any way – or even try? Be convincing because they are deeply skeptical.

Housing is unaffordable and unattainable to many.

Aside from baby boomers who may have a low interest mortgage or enough cash to purchase a second home, many people are struggling to pay rising rents or to find a home that they could potentially afford. It’s demoralizing and stressful to many voters and something that we hear everywhere. Voters tell us about large investment firms or wealthy out-of-state buyers driving prices beyond what longtime residents can pay, or how incomes fail to keep up with rent that increases by hundreds of dollars per month.

Grocery prices are still too darn high.

This is concerning to singles as well as families. So often in our focus groups we hear, "I am spending two to three times more per week on groceries than before."

It may be that as president there is little that you can do about this, but you sure better acknowledge it.

Americans want to be able to talk to each other again.

Polls tell us that democracy is a top voter concern, but voters don’t bring that up much in focus groups. What they do say – in every single group – is that they are upset about how divided we’ve become as a country and how they wish we could get back together. They want to be able to talk to people again without fear of being canceled or starting an argument. We know this is a debate, so it’s unlikely the two of you will be coming together on anything and, for one of you, the divide is the game, but know that Americans are tired of it and they want us to do better.

Voters aren't keen on rolling back progress and taking away rights.

We are talking about a woman’s right to choose here, which has been evidenced any time voters have been asked to vote on it directly, but also LGBTQ+ rights, birth control, freedom to read books and the rights of private corporations to hire a diverse workforce because they see its benefits. Both of you use the word "freedom," which is important to all voters, although your cues may be directed at different ideals. However, what is unacceptable for voters is the idea of freedom for some but not all. And they don’t want policies that take us back decades.

Health care costs are too high.

We hear difficult stories of people who have to make choices between needed prescriptions and food. We also hear from those who fall in the gap between Medicaid coverage and being able to afford health insurance. In fact, as both of you battle over the Hispanic vote, keep in mind that this group is three times more likely to be uninsured than non-Hispanic white voters. Voters are feeling very unwell about paying to stay well.

Mental health services are inadequate, and we’re not doing anything about it.

More than half of Americans say they have experienced a mental health issue in the past year, but many find it difficult, if not impossible, to find treatment or pay for it.

During and after the COVID-19 pandemic, parents describe having teens and even younger children with depression, anxiety or other mental health issues and not being able to find resources to help them. We wrote an op-ed last month about Gen Z and their differences with older generations, and a big one is mental health.

Mental health is a policy priority for these voters, so what are you going to tell them?