Valuetainment
“Restoring Self Governance” - Project 2025 Purpose Broken Down By Dr. Kevin Roberts
22 Feb 2026
Chapter 1: What is the main topic discussed in this episode?
I always ask myself, you know, Humberto came up to me the other day and says, we should launch a new series called How to Fix dot, dot, dot, whatever, Disney, How to Fix This, How to Fix the NBA. And, you know, I'll go to a business and I'll kind of look around. I'm like, I don't know if I would put the entrance there. I would put it over here.
I don't know why the hostess, when I ask where the bathroom is, she just pointed. This is a $200 person plate. You don't point. You walk my dad to the bathroom. We were at Flagler's the other day, restaurant, on my wife's birthday, Valentine's Day. And my dad asked one of the hosts, not the, what do you call it, the ones that come and pick up the stuff, bus, I don't know what you call them.
Anyway, so she comes, she's picking up the stuff, and she says, where's the restroom? My dad's 83 years old. And she says, the restroom's at the front, but let me have such and such take you. Lady came, walked over there, said, that's all I was paying attention to. I said, that's great. This is why I love Flagler's restaurant. And Mikel does a great job running that restaurant, Italian guy. So...
What does heritage do? And I don't even know if it's part of your strategy or if it's important or not. If it's not, then just say, Pat, it's not that important. What does heritage do to become cool, attractive to 20-year-olds to say, you know what? Heritage is cool. I want to go because you guys have a lot of history to learn from.
My kids, you know, there is many, many institutions to go through to learn. It's very important for companies like you guys to make it. Very important. For us, it's very important to make it because we need that conservative ideology to, this is not an easy job you have. Your job is very, very hard.
And the job of Heritage or Claremont or any of these guys, TPSA, you guys have a very difficult job to work. How do you attract more of the youth?
Number one, we're authentic. The one thing that Gen Z... There's got to be more than that, though.
That's a vanilla answer.
I don't mean it to be vanilla, although it's fair for you to say that. What I mean by that is, so bear with me for one minute, is that the biggest critique that Gen Z has of our generation, of the United States, more than anything else, is that the existing institutions are not authentic. Congress, media... Law enforcement, unfortunately.
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Chapter 2: How can conservative institutions attract Gen Z?
That combination has allowed us to have quite a following with younger Americans. But we still have to grow in that.
Yeah, I wonder what that movement would be, because it would need to be intentional. I don't know if that's enough on what you're talking about, because what I do know is... Your philosophies of the way to live are right. That's winning idea. So I think, and we're seeing younger men becoming more conservative. We're seeing specifically younger men, not younger women.
You see the stats when you're looking at it. So this is good because yesterday my son and I were talking. He was reminding me at the Vol Conference that he wasn't there. And I said, well, you weren't at the Vol Conference? He says, how do you not remember? You called me. That's when Charlie died. I said, that's right. We spoke, and my oldest son has never gone emotional for it.
He's a very, very strong son. The day when that happened, I was at the Vol Conference. I had to call him, and he says, Dad, I need to talk to you. And when I came back and I walked with him for 30 minutes, he's never hugged me for 30 minutes like that. I've never seen him do that. We are relying on you guys to get it right, because this is not what I do full time.
My job is a different thing than you guys. So for us, I think you guys have a very important role to do a better job of getting the message out to the youth. And I don't know how you do it. Obviously, we saw the playbook of how Charlie did it.
And Charlie would go out there and sit at the colleges and he would do the high school thing and all that stuff and get out there with the messaging even more. But I think you carry a burden, whether you want to call it a legislative burden or just a burden.
That burden's on you because your messaging and the history that you have needs to get to the kids, not just to people that are already agreeing with you. When Charlie and I first time sat down, 2017 Adam on the podcast, I said, how many people you got here? A thousand people. So why is everybody white? He said, no, they're not. I said, I'm just asking, because I'm not white. I'm Middle Eastern.
My wife's white. I said, why is everybody white? He said, well, you know, we have 36 people that are Hispanic and 20 people that are this. I said, that's 95% white. He said, well, we're going to work on it. And he said that to me. I was like, you know what?
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Chapter 3: What role does authenticity play for Gen Z's engagement?
It's great. So next thing you know, you go to TPUSC. All types of people are now showing up, right? Is that even a thought? Because in Blue Ocean Strategy, is that even a plan? You're like, ah, it's not really that important to us. We're going to focus on this demographic. It's kind of like, you know, cars. We're not really wanting to go into sports car market. We're trucks. We're F-150.
We're this. or do you really want to get into the youth market?
No, we absolutely want to get into it. My point in saying that we've improved in that regard, but we have some improvement to make, is just to be transparent, that we haven't figured out how to unlock that door. A closer collaboration with Turning Point has helped, but I will tell you when it comes to
To your point about these almost all white audiences, we have had some modest success with African American outreach. Before I got to Heritage, I was running the Texas Public Policy Foundation, and we had begun to hone pretty well this outreach to voters in South Texas, almost all of them Hispanic. There are obviously huge increases in support by Hispanics, both men and women, and black men.
And what I would call the MAGA coalition, where heritage comes in, is in addition to wanting to reach those audiences, as Charlie did, is also to help be the glue behind the scenes between the principles and the policies, how you message it, and then learning from these other organizations we're collaborating with more closely how we ourselves can do it.
Right. And a part of it is if you if it's not part of the strategy, it's not part of the strategy.
It's a vital part of our strategy.
Why?
Because we exist to restore self-governance to the American people. That can only happen if there are conservatively minded men and women in Congress and state legislatures, which means you have to do what?
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Chapter 4: How is Project 2025 appealing to younger Americans?
But those are the questions to ask for sure. Right. But you're the biggest one, and you guys are a name that we all know. Like one time I'm with Brian Tracy. I invite him to speak at our event at Reno. And I said, Brian Tracy, you know I'm one of the biggest donors at our heritage. Brian Tracy? Yeah. I said, there's no way. So I went and typed up Brian Tracy. Wow, Brian Tracy Heritage Foundation.
I didn't know that. Long time board member. There's a lot of people that you guys have that people don't even know these names. What it made me think about is how do I not know this? How are they marketing who is in there? How are they telling that story? I think there's a massive, massive opportunity there. One opportunity that I think would be there
If you opened it up, and we were at a church in Dallas, it was called Watermark. One day the pastor says, open, three hours, ask me any questions you want to ask. Members came in, it got heated. Why do we do this? And why do we do that? And why do we do this? And I'm like, oh my God, attendance is going to go down next Sunday. Boom. Skyrocketed. Why? They just want to know that you, you know.
Authenticity. Authenticity, that you wanted to, you're allowing people to be heard. Okay, let's talk about something that's probably.
By the way, I'll just say, we'll take that for action. So the next time we talk, I'll give you a progress.
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