The Power of the Bro

Trump wins with a new electoral asset, the bros.

In September's  “Reporting for Duty”, I argued that fictional characters like James Bond inspire young men amidst a perceived absence of heroism in their lives.

Last week, President Trump made significant inroads with the same young men. According to a Tufts analysis, young men aged 18-29 voted for Trump by 14 percentage points in 2024. This represents a marked contrast from 2020 when Biden won this group decidedly.

Trump catered to the interests of young men, whose top issues included immigration, the economy, crime, and foreign policy, all of which were strong areas for him in opinion polling. It is also worthwhile to consider the other ways in which Trump’s pitch for a second term, following four years of the Biden-Harris administration, garnered support amongst young men.

But first, look to where the Harris-Walz campaign erred: mocking young men, Harris's surrogates suggested that they should take a backseat, putting their interests aside for progressive politics. No initiative featured this idea more prominently than “White Dudes for Harris,” a Zoom call featuring an apologist consortium of white male elected officials and celebrities.

In July, Harris campaign communications director Michael Tyler said, “Winning campaigns are powered by real, organic support.” The “White Dudes for Harris” panel included some not-so-“organic” supporters like Pete Buttigieg, Tim Walz, Jeff Bridges, Mark Ruffalo, Bradley Whitford, and Mark Hamill.

According to the Associated Press, Whitford described the all-white male panel as “a rainbow of beige.” Bridges alluded to his role in “The Big Lebowski” saying, “As the Dude might say, ‘That’s just my opinion, man.’” Buttigieg opined that “Men are also more free in a country where we have a president who stands up for things like access to abortion rights.”

Of course, Tim Walz delivered the most memorable line of the call: “Don’t ever shy away from our progressive values. One person’s socialism is another [person’s] neighborliness.”

It should not be difficult to understand why their message failed to resonate with America’s young, working-class men. Dividing young men along racial lines and rejecting their opinions ensured that the white dudes were not for Harris.

Contrast this image with the “bro culture” embraced during the late stages of the Trump campaign. Casual, humorous, and supportive of young men, “bro culture” is made possible by the influencers who appeal to them on the internet, including podcasters, musicians, athletes, and business leaders.

After the first assassination attempt against Trump, he earned the endorsement of serial entrepreneur Elon Musk. Musk offered a positive portrayal of the Trump campaign for young men, a campaign for the innovators, risk-takers, and, in a way, heroes.

For Musk, his heroism took shape in the form of an immense gamble, the $44 billion purchase of X. Purchasing X represented not only a pet project but the vision of a platform that would soon function as an open public square.

More recently, Musk realized a key milestone in human space achievement when SpaceX’s Starship rocket booster returned to base. So awe-inspiring was this sight that President Trump took minutes out of his victory speech to recall how he watched the event.

As another pillar of “bro culture,” Joe Rogan, the chart-topping podcaster, comedian, and UFC commentator, serves as a role model for his largely male audience, offering candid conversations and conveying ambition and discipline through his athletic disposition, entertaining persona, and unapologetic nature. 

Before the election, Rogan released his highly-anticipated interview with Trump, and the video has since soared to over 50 million views on YouTube alone. Trump’s friendships with UFC CEO Dana White and Musk led to Rogan’s critical last-minute endorsement.

Other notable forays into “bro culture” included Trump’s interviews with the Nelk Boys, Adin Ross, Theo Von, and Tucker Carlson. Their videos feature Trump in a more human and personable light.

By associating with figures and ideas that motivate and inspire young men, Trump captured this vital demographic more comprehensively than any Republican presidential campaign in recent memory, helping him secure a second presidential term. 

Ultimately, Trump was his own best advocate to win over the “bros.” As a real estate mogul and entertainer turned president, Trump endured two assassination attempts, two impeachments, and a decade of constant campaigning. His message: “But they’re not coming after me. They’re coming after you. I’m just standing in their way, and I always will stand in their way.”

In no mere fiction, Trump defied his opponents and greatest obstacles while remaining true to his message. A twenty-first-century hero, Trump’s story is a reminder for young men that heroism is possible even today.