Why Texas identity matters in today’s political landscape.
What to Know:
- Texas identity is evolving—New Texans prioritize economic opportunity and stability, while longtime residents focus on tradition and independence.
- 70% of New Texans moved for affordable housing, and 65% of all respondents value self-reliance, reinforcing Texas as a destination for financial security and personal freedom.
- Freedom is the strongest shared value, cutting across political and demographic lines, making it the most effective foundation for Republican messaging.
- 55% of respondents cite political polarization as a major concern, highlighting the importance of reinforcing Texas’s independent identity against national cultural shifts.
- Republican campaigns must balance tradition, economic prosperity, and self-reliance to capture both longtime Texans and new arrivals escaping high-tax, overregulated states.
Texas has always been a unique cultural and political force, with its independent spirit and deep-rooted values shaping everything from business policies to voter turnout. But a new study, "Values Foundation for a Texas Identity" by The Texas Public Policy Foundation, (TPPF) reveals that the Texan identity is evolving in significant ways. Understanding these changes is key to crafting winning political campaigns, effective business strategies, and impactful advocacy efforts.
With 60 respondents across key demographic and political segments, this study highlights what it means to be a Texan today—and how campaigns can use these insights to connect with voters.
What the Numbers Say: Key Findings from the Study
The TPPF study breaks down how different groups in Texas prioritize values, revealing key differences in political leanings and cultural attachments. Among respondents, Harris voters (26 total, ~43%) focused on social justice and fair representation, while Trump voters (29 total, ~48%) emphasized self-reliance, tradition, and freedom. Independents (5 total, ~8%) showed the weakest emotional connection to Texas identity.
Source: The Texas Public Policy Foundation
Culturally, Mexican Americans placed the most importance on freedom, community, and legacy, while African Americans leaned on perseverance, strength, and community ties. South Asian Americans associated their Texas identity with homeownership, social status, and financial security. New Texans—those who moved to Texas after 2009—were the only group to rank happiness and economic stability as core values.
Economics played a significant role in shaping these identities. 70% of New Texans moved to Texas because of affordable housing, showing how financial opportunities continue to drive migration. Self-reliance stood out as a defining trait for 65% of respondents, reinforcing the idea that Texans prefer to handle their own problems rather than rely on institutions.
Despite political differences, 85% of respondents said they could count on their neighbors for help, highlighting the strong community bonds that cut across backgrounds. However, not everything in Texas is stable—55% of respondents cited political polarization as a concern for the state’s future. Even with deep pride and self-reliance, Texans are aware that their state is at a crossroads and not everyone agrees on what comes next.
The Six Core Values of the Texas Identity
Texas conservatives value tradition, self-reliance, and freedom, and any campaign looking to secure their support must lean into these principles. Longtime residents, Mexican Americans, and rural voters strongly identify with Texas’s legacy of independence and resilience. These voters respond well to messaging that reinforces pride in Texas history, the importance of hard work and personal responsibility, and the belief that Texans take care of their own without government interference.
A Republican campaign should highlight the following themes, making it clear that Texas itself is a way of life that must be protected. Texans hold a unique set of values that shape their identity and how they connect with their communities. The study identified six core values that resonate across different backgrounds and experiences, defining what it means to be Texan today.
Freedom
Freedom is the most widely shared value among Texans. It’s more than just a political stance—it’s a way of life. Texans take pride in making their own choices, being independent, and resisting unnecessary restrictions. Whether it’s personal, economic, or political freedom, this value runs deep across every group.
Family
For many Texans, family is at the center of everything. Those who have lived in Texas for generations especially emphasize strong family ties, traditions, and close-knit communities. From Sunday gatherings to helping relatives through tough times, family represents stability and connection in Texas life.
Pride
Texans are proud—proud of their state, their culture, and their way of life. Longtime residents feel a deep connection to Texas history and achievements, while newcomers often adopt this pride as they build their own roots. Over time, it becomes part of what keeps people feeling connected to the state.
Community
Texans believe in looking out for each other. Whether it’s lending a hand to a neighbor in need or rallying behind local businesses, community is a core part of the Texas identity. It’s not just about where you live—it’s about being there for others when it matters.
Legacy & Tradition
Texas has a long and rich history, and people take that seriously. From honoring historic events like the Battle of the Alamo to keeping family businesses running for generations, Texans see themselves as part of a larger story. Tradition matters, not just as a memory but as something to pass down.
Exuberance of Freedom
This is a value that stands out among New Texans—those who moved to the state after 2009. They see Texas as a land of opportunity, where they can build better lives and find stability. For them, Texas represents more than just tradition; it also represents the promise of the future and the ability to innovate.
These six values define what makes Texas unique and continue to shape the identity of its people, both old and new.
How to Use This in Republican Campaigns
New Texans, many of whom moved for economic opportunity and a sense of security, are also a critical voting bloc. These individuals came to Texas to escape high taxes, government overreach, and unstable economies in other states. The right message to them is simple: Texas offers the freedom to build your own future, unburdened by excessive regulation or federal mandates. Positioning Texas as the last stronghold of true individual liberty will resonate deeply with this group, especially those who left blue states looking for relief.
Republican campaigns should also emphasize that Texas is not Washington, D.C., California, or New York and it never will be. Voters need to hear that Texas stands apart from national cultural and political shifts, maintaining its independent spirit despite outside pressures. Messaging should remind them that liberal policies have led to economic decline, overregulation, and crime surges in other states—things Texans refuse to accept.
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Example In Action The phrase “Keep Texas, Texas” encapsulates this “Texas Tough” sentiment and should be a staple of any conservative campaign. |
Wrap Up
Texas runs on freedom, community, and self-reliance—the backbone of its identity. Longtime residents and newcomers see Texas differently, but they meet on common ground: opportunity and independence. Campaigns and businesses that understand these differences and speak to the right values will win.
Politics? Keep Texas strong; keep it free. Business? Tap into pride, tradition, and growth. The playbook is simple: Understand Texas. Speak its values. Win.