Joe Biden re-election campaign is already in the works, and Democratic strategists are looking for a surprising issue that can resonate across party lines. While Biden will inevitably be pulled into culture wars and must counter Trump’s political brand, his team believes that focusing on bipartisan, mundane consumer issues could be a winning strategy. Enter “junk fees,” those annoying surprise costs consumers face when buying concert tickets or checking bags on airlines. Democrats are wagering that Republicans will struggle to defend these fees, highlighting their pro-corporate stance and undermining the perception that they are looking out for everyday Americans.
Joe Biden aims to take a whole-of-government approach to tackle junk fees, involving Congress, agencies, and public awareness campaigns. By addressing tangible issues that people encounter in their daily lives, the administration aims to demonstrate the value of government in supporting individuals rather than solely benefiting big corporations. Policy initiatives like capping insulin costs and student debt forgiveness have already resonated with the public, and now junk fees are the latest addition to the list. This approach aligns with Biden’s track record of delivering practical changes that people can feel and appreciate.
The focus on junk fees didn’t emerge out of nowhere. The issue gained prominence after a viral incident during Taylor Swift’s concert ticket sales, shedding light on the practices of companies like Ticketmaster and their additional fees. In February, during his State of the Union speech, Biden criticized surprise fees from airlines and received applause for his stance. Democratic lawmakers have introduced bills supporting Biden’s push, and there are indications of potential bipartisan support in the Senate. Progressive groups are also joining forces with the administration to raise awareness about junk fees through localized events.
Biden’s efforts have already yielded results, with companies like LiveNation committing to transparent pricing and Ticketmaster adding options for upfront pricing. Major airlines have also guaranteed no extra fees for seating with a child. The Department of Transportation has implemented a tool to highlight companies’ fee policies, creating pressure for transparency. The White House and pro-Biden groups have made the junk fees initiative a central part of their messaging, emphasizing Biden’s commitment to consumer protection.
While Biden isn’t shying away from significant issues like abortion and democracy, he also recognizes the value of addressing everyday concerns that may get lost in a crowded GOP primary. Critics, like Senator Tim Scott, have labeled Biden’s efforts as socialism, but the White House remains confident that this issue can transcend partisan lines. Biden’s strategy of focusing on tangible consumer issues alongside broader policy goals aims to position him as an advocate for regular Americans, fostering a sense of leadership that goes beyond ideology and partisanship.
Biden’s strategic focus on consumer issues like junk fees is a calculated move to appeal to a wide range of voters. By championing tangible policies that directly impact people’s daily lives, the administration aims to demonstrate the government’s ability to support individuals and challenge the perception that Republicans prioritize corporate interests. While not the sole strategy, Biden’s approach complements his broader agenda and can make a substantial impact by resonating with voters on a personal level. As the 2024 elections approach, it will be interesting to see how this sleeper issue shapes the political landscape.