178 – Revolt of the Independents with Lura Forcum

The 2024 presidential election witnessed a historic number of independent voters—more independents voted than Democrats and they came close to surpassing Republicans.  It would seem that now is the time for those who are dissatisfied with both parties to dismantle the two-party duopoly of American government.  And yet, the Republican and Democratic parties collectively control all branches of governments at all levels.  Why is that?  What would it mean for Americans to embrace an “independent” politics and how likely is that to occur?  What do independent voters actually want?  Joining Saving Elephants host Josh Lewis is president of the Independent Center Lura Forcum to explore these questions.   About Lura Forcum Lura Forcum leads the Independent Center, the nation’s go-to organization for information, research, and engagement with independent voters, representing those who are fed up with partisan politics and feel politically homeless.   Lura holds a PhD in marketing and consumer psychology from Indiana University (Kelley School of Business). She’s studied social cognition and brands, focusing on the factors that lead consumers to respond to brands as if they were people and the outcomes of doing so.  Prior to becoming president of the Independent Center, Lura was the Director of Marketing and Communications at the State Policy Network.