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Why Trump is hitting the road to rally Americans on the economy

By Alex Thornton, Senior Financial Correspondent BBC Business

President Donald Trump is launching a new, concerted campaign to sell his economic record directly to the American people, signaling a strategic pivot back to the domestic front after a year dominated by foreign policy. This public relations offensive, which began with a trip to Iowa this week, is designed to close a dangerous gap for the White House: the disconnect between strong macroeconomic data and the persistent financial anxieties of many American households.

The move follows a candid admission from the president himself. In a recent White House press conference, Mr. Trump lauded the "great" state of the US economy but lamented that his administration was "not getting" the message across effectively.

Now, the White House is taking its message on the road. The planned series of monthly speeches on economic themes, starting with "affordability" in Iowa, represents a calculated effort to reframe the national conversation and ensure the economy is a winning issue, not a vulnerability, heading into a potential re-election bid.

The Economic Reality on the Ground

The president's push comes at a time when the US economy presents a complex and often contradictory picture. While top-line numbers are robust, they don't always reflect the daily experience of voters.

The core challenge for the White House is translating macroeconomic statistics into a tangible sense of personal prosperity.

• Key Strength: Labor Market: The US is experiencing historically low unemployment, currently hovering near a 50-year low. The administration frequently highlights record-low unemployment rates for African American, Hispanic, and Asian American workers as a signature achievement.

• Key Strength: GDP Growth: Economic growth has been solid, with Gross Domestic Product (GDP) consistently expanding. The passage of the Tax Cuts and Jobs Act of 2017 is credited by the administration with fueling business investment and this growth trajectory.

• Key Concern: Wage Stagnation: While more people are working, critics argue that wage growth has been sluggish for decades and has only recently shown signs of life. For many, real wages (adjusted for inflation) have not kept pace with the rising costs of living.

• Key Concern: Affordability Crisis: The Iowa speech's focus on "affordability" is telling. Despite a strong economy, many families are grappling with the soaring costs of healthcare, higher education, and housing, which absorb a significant portion of their income gains.

• Key Wildcard: Trade and Tariffs: The ongoing trade disputes, particularly with China, have introduced significant uncertainty. While the administration argues tariffs are necessary to secure better long-term deals, they have created headwinds for specific sectors, most notably agriculture—a critical constituency in states like Iowa.

A Strategy Rooted in Re-election

From a strategic perspective, this economic roadshow is a classic pre-campaign maneuver. Control of the economic narrative is paramount for any incumbent president seeking a second term.

The White House appears to be executing a two-pronged strategy: celebrating broad economic successes while simultaneously acknowledging and addressing specific pocketbook issues like affordability. This allows the president to both take credit for the "great" economy and demonstrate empathy for those who may not be feeling its full benefits.

The choice of venues is no accident. Starting in Iowa, a key early state in the presidential primary calendar and a state heavily impacted by agricultural trade, sends a clear political message. Future visits are expected to target other electorally significant states where the economic message could sway independent or undecided voters.

The Communication Challenge

The president's decision to deliver these messages personally, in a rally-like format, is a deliberate tactic to bypass a media landscape he frequently accuses of unfair coverage.

The goal is to create a direct channel to voters. Mr. Trump's team believes his most effective sales pitch is one delivered by him, un-filtered.

The messaging is expected to focus on several core themes:

• Deregulation: Highlighting the administration's efforts to roll back federal regulations, which it argues has unleashed business dynamism and job creation.
• Tax Cuts: Continuing to promote the 2017 tax reform as a primary driver of economic prosperity for both corporations and middle-class families.
• Fair Trade: Framing ongoing trade negotiations and tariffs as a necessary fight to protect American workers and industries from unfair foreign competition.

What to Watch

This economic messaging campaign is not a single event, but the beginning of a sustained effort that will likely intensify in the months ahead. The success of this strategy will depend on several factors, and its progress can be tracked by monitoring key indicators.

• Polling Data: Watch for shifts in consumer confidence and, more specifically, in polls asking voters about their personal financial situation and the president's handling of the economy. A closing of the perception gap would be a major win for the White House.

• Federal Reserve Actions: The central bank's decisions on interest rates will have a direct impact on growth, borrowing costs, and market sentiment, potentially either bolstering or undermining the president's narrative.

• Trade Negotiations: Any resolution or escalation in the trade dispute with China will have immediate economic and political consequences. A successful deal could provide a significant boost to the president's economic case.

• The Counter-Narrative: Democratic opponents will be working diligently to present their own economic vision, focusing on income inequality, healthcare costs, and arguing that the benefits of the Trump economy have flowed primarily to corporations and the wealthy.

Ultimately, this pivot back to the economy is a recognition that presidential legacies, and re-election campaigns, are often won or lost at the kitchen table. The White House is now betting that a series of direct, personal appeals can convince a majority of Americans that they are better off than they were before. The coming months will reveal if that bet pays off.