What Would Zohran Mamdani Do?

Hello from Athens—the cradle of democracy, not the one in Georgia. I’m stopping by on my way to a conference, and, even though the jet lag is hitting hard, the content this week is sharper than ever.

SNAP holds the top spot for the second week in a row, with the government shutdown right behind. This is likely to increase even further in the coming days, following Trump’s social media proclamation today that he will disregard the courts and not fund the program.  Since last week’s Drift flagged the flood of right-wing memes targeting SNAP recipients, we’ve seen more response from the Left—but not nearly enough.

What’s cutting through the noise is the contrast between Trump’s lavish Halloween antics and the reality of families losing food access. One side is throwing costume parties at Mar-a-Lago while the other struggles with rising prices and disappearing benefits. It’s a moment ripe for sharp messaging and more advertising.

Somehow, JD Vance managed to trend for dressing up as a meme of himself and (maybe?) soft-launching a divorce all in one weekend. It’s a reminder that political performance is performance first. Vance knows how to stay in the conversation. He drops attentional bombs, then acts like he doesn’t care. That tactic—own the moment, never let it own you—is still underused by most Democrats.

This week’s surprise? The New York City mayoral race cracked the top 10—surpassing both the New Jersey and Virginia governor races in digital engagement.

NYC often stands in for national sentiment, and this race is becoming a referendum on the future of the Democratic Party. Last night, a friend running for parliament in Greece asked me: “Why don’t more Democrats campaign like Mamdani?” Great question.

While party leadership may disavow Zohran Mamdani’s politics, his media strategy is undeniably the future. He’s built fluency in short-form vertical video. He makes politics look like something you want to watch. That skill is only going to get more important.

And yes—even so-called “centrist” positions can win on TikTok and Reels if you package them right. Effective governance can go viral. But it takes creativity, clarity, and the ability to tell a story—not just regurgitate a polling memo.

📍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