We’re back: No Kings, just data.

As The Terminator famously said: I'll be back. And here I am—back with The Drift.

After a short hiatus (life, illness, budget, all that), I’m freshly inspired and back in the saddle, thanks in no small part to the No Kings protests over the weekend—which, as you’ll see below, rocketed to the top of the charts.

While “No Kings” tops the Drift Score this week, the model shows it’s already cooling fast after a big weekend run. Obviously, the march itself was the most significant driver, but it was also fueled by Trump’s ongoing obsession with AI-generated content that casts him as a literal king. (Specifically, one flying a fighter jet and dumping poop on protestors.)

It raises the question: Are we sure he wasn’t behind the Louvre heist? He is obsessed with getting a crown on that orange head of his...

The truth is, the No Kings energy hit hard—and energy like that doesn’t disappear. It transfers. And it clearly gets under Trump’s skin when the culture turns against his kleptocratic cosplay. Usually, I would predict that the Government Shutdown would inherit this energy. While it has been steadily rising, it’s been driven more by right-wing propaganda than outrage around healthcare costs or Speaker Johnson desperately trying to prevent the release of the Epstein files. We’ll see next week if that changes.

Speaking of crowns and thrones, a story is quickly gaining attention today about the demolition of the White House East  Wing for the so‑called “Trump Ballroom.” The symbolism is loud. It’s the physical destruction of a space synonymous with American democracy, replaced by ostentatious elitism. The MAGA narrative rests on spectacle, and this is the wrecking ball. Is it irony or tragedy that the wing built by FDR to create more space while fighting fascism is being wrecked by the man who embraces it?

The MAGA machine has become deeply reliant on AI-generated slop to drive its mythmaking: toilet thrones, Grim Reaper cosplay, deepfake strength. It works for now—mainly as trolling—but how long can their base keep loving the fantasy when they struggle to pay for basic needs?

Which brings me to the week’s biggest surprise…

Tariffs surged in The Drift this week, largely thanks to Trump’s push for even steeper tariffs on Chinese goods. But something deeper is happening: Americans are searching for answers about why everything costs more—and some are realizing that Trump-era tariffs are just taxes by another name.

Inflation isn’t popping the same way as tariffs are. That’s a signal worth watching—and potentially a wedge worth pressing. It also frankly amazes me there aren’t more ads tapping into the interest right now.

📍What Is The Drift?

For years, I’ve helped movements, candidates, and causes ride the waves of the digital zeitgeist. Whether the goal was persuasion, pressure, or turnout, the most consistent wins came down to one thing: timing.

This weekly report empowers you to drive the conversation and seize the moment.

The Drift scores each topic weekly across:

It’s not a crystal ball. But it’s a solid compass.

What’s your take on the trends this week?
Hit reply or email [email protected] and let me know.

Thanks, as always, for being part of this community.
—Keegan