When we first spoke to Rick Wilson, co-founder of The Lincoln Project, about the potential for humour to sway voters in the US election, we were buoyant with optimism. We discussed how laughter can cut through political noise, dissolve pomposity, and make a candidate more relatable—or entirely less so. “If you can make people laugh at someone like Trump,” Rick observed, “you’re making them question his authority.” At the time, we thought this strategy would be enough to tip the balance. But here I am, holding my hands up to say: this time, humour didn’t deliver the knockout punch.
Trump, it seems, managed to stay a step ahead, not by avoiding humour but by harnessing it in his unique way. Articles in recent months have explored why attempts to use satire to undermine Trump fell flat. Where we saw an opportunity to reveal the absurdity of his rhetoric, his supporters found themselves charmed by his banter, laughing with him rather than at him. In his rallies and speeches, Trump leveraged humour to build a strong connection with his base, making them feel included, entertained, and, in many cases, vindicated.
Did we underestimate the impact of Trump’s brand of humour on his audience? Perhaps. Where we sought to expose the darker, more ridiculous sides of his persona, his followers interpreted these quirks as endearing, or even emblematic of his “authenticity.” Trump didn’t need to respond to jokes directed at him; instead, he mocked his critics, the media, and sometimes even his own party, framing them as out of touch and self-serious. And his supporters laughed along with him, dismissing our satire as mere noise.
So where does that leave us? In hindsight, this election highlighted the power of humour as a tool for uniting people—not just dividing them. Humour might have failed this time in shifting the election’s outcome, but it remains one of the few ways we can make sense of the ever-changing political landscape. As I always say, “One day, we’ll look back on this and laugh—so why wait?” Humour offers perspective and a touch of healing, even when it doesn’t necessarily deliver a win.
Three Tips for Finding Humour in the Face of Setbacks
While this election outcome may sting for those who campaigned hard, it’s essential to remember that laughter can be a valuable ally, even when things don’t go to plan. Here are three ways to use humour to find resilience in tough times:
- Reflect on the Absurdity
When life throws a curveball, stepping back and looking at the situation through a humorous lens can reduce its sting. Reflect on what you found surprising or absurd about the experience. In the political world, many moments don’t seem laughable until we’re a few years removed, but recognising the oddities now can offer some immediate relief. - Laugh to Gain Perspective
When setbacks feel personal or overwhelming, humour can serve as a gentle reminder not to take ourselves—or even serious situations—too seriously. As Rick Wilson advises, focus on deflating the pomposity rather than getting bogged down by frustration. A lighthearted take can reduce pressure and help you regain control, even if just internally. - Find the Humour in Healing
Laughter doesn’t erase disappointment, but it does make it easier to process. Let humour be a step in moving forward, helping you reframe setbacks as part of a larger, sometimes comical, narrative. Whether through an ironic retelling with friends or a good-natured joke at your own expense, humour can shift you from feeling defeated to feeling empowered.
This election may not have gone the way we hoped, but humour remains a tool for resilience, connection, and healing. For now, let’s lick our wounds, chuckle at the missteps, and move forward. Humour may not have changed the election’s outcome, but it still has the power to change us. And who knows? One day, we might even laugh about this.
See you next Tuesday.
Warmest,
Paul x
