If not Cooper, then Jackson

Cooper brings huge political advantages, while Jackson brings huge political talent.

As June comes to an end, it’s about time for former Governor Roy Cooper to make up his mind about a Senate run. I hope he does it. I think he would soundly beat Republican Senator Thom Tillis and he would make an outstanding US Senator, arriving in Washington with more gravitas than any freshman Senator in the country.

But if he doesn’t, I hope Attorney General Jeff Jackson gets into the race. Jackson is a singular talent in the state. He may be the most effective communicator in the country. He knows how to talk to constituents like adults, explaining complex political situations in easily digestible terms and he understands the platforms necessary to reach them. His explainers built a national following before he was even a statewide candidate.

Jackson inherently understands how to communicate in today’s quickly evolving media environment. He burst onto the national political scene as a freshman legislator after he showed up to an empty legislative building that was closed due to snow. Using the hashtag #justonelegislator, Jackson chronicled himself introducing and passing legislation while no one else was around. Throughout the day, he passed legislation to strengthen schools, expanded broadband across the state, ended gerrymandering, increase child healthcare subsidies, and a host of other legislation. It became known as Jeff Jackson’s snow day.

The posts went viral because they were funny, entertaining, and original. Jackson has left the constraining trappings of Democratic political communication behind and moved into the world digital connection. He’s a trailblazer who needs to continue cutting the path.

In addition to his online presence, he brings retail political skills to a campaign. In his relatively, short-lived trial run for US Senate in 2022, he attracted large crowds in small towns. He comes across as sincere and genuine with the ability to make voters believe he is listening to them. Combined with his online presence, he’s a complete package.

Jackson’s election just a few months ago is an advantage, not a hindrance. It shows he has statewide appeal. He’s battle-tested with the ability to build and maintain a statewide campaign in a competitive race. The only people who won’t vote for him because he’s been in office for too little time are the people who weren’t going to vote for him anyway. Josh Hawley of Missouri won a US Senate seat just two years after being elected AG of that state.

Jackson has another, unquantifiable trait. He has innate political instincts. He understands what matters to people without polling or testing. He knows what they want or need to hear. His explainers were almost always relevant to the broader political dialogue in the state or nation. Rhetorically, he doesn’t ask voters to come to him. He goes to them, because, in his gut, he knows where they are. That can’t be learned.

Great political leaders seize opportunities, often at great personal or political expense. If Cooper takes a pass, Jackson should see the unique opportunity in 2026. Thom Tillis is a weak candidate who won because of a wave year in 2014 and flawed opponent in 2020. The 2026 political environment will likely favor Democrats. Jackson’s personal and political profile meets the moment. He won’t get another cycle like the one coming up.

Thom Tillis is a remarkably weak incumbent because he is so disliked by his own party. Like 2018, Trump’s first midterm as an incumbent president, GOP turnout will be low, but a Tillis candidacy will leave Republicans disenchanted. None of the primary candidates lining up against Tillis have much reach beyond the GOP base, so the party doesn’t have other good options—at least not yet.

The national political environment will probably help Democrats in 2026, too. Trump and his agenda will almost certainly be unpopular. They are about to kick a lot of people off their health insurance, including older people dependent on Medicaid for long-term care. ICE’s brutal raids on hard working families are quickly diminishing immigration as a salient political issue. History also tells us that midterms usually favor the party out of the White House. In North Carolina, with judicial races as the only other statewide races, the Senate race will drive the conversation.

Jackson has positive approval ratings, even though he’s relatively unknown. He can reach and motivate the younger voters that Democrats need to win in a way few politicians can. He has the political skills to put Tillis on his heels, while fending off the brutal attacks that are sure to come. Between his political talent and a good political environment for Democrats, he makes a uniquely strong candidate in what will certainly be a very difficult race.

I hope Roy Cooper runs. He would start the race with advantages that cannot be bought. He’s won more statewide races than any politician besides Secretary of State Elaine Marshall. He has virtually universal name recognition in the state and positive favorability ratings despite eight years as governor, a feat that’s rare in today’s contentious political arena. He is known and respected nationally as a leader and a politician.

But if Cooper doesn’t run, Jackson should. His state and country need him. If the New York mayor’s race showed us anything, it’s that people are clambering for new talent who understand the modern political media environment. He may need to make some personal sacrifices, but that’s the price of leadership, especially in a country facing extraordinary times.