People don’t make decisions in a vacuum—they’re guided by what Topos calls Cultural Common Sense: those deep-seated, almost invisible beliefs that shape how we see the world and what we think is possible. For years, Topos has worked with Missouri partners to map, challenge, and ultimately shift the stubborn ideas that keep progress stuck in neutral. Two of the most powerful:

• Business First: The belief that businesses create jobs, so their needs must always come first.
• Rugged Individualism: The notion that success or failure is all about personal grit—if you don’t like your job, just get a new one.

When these narratives dominate, pro-worker policies—like higher wages or paid leave—don’t stand a chance. That’s why Topos recommends a bold narrative shift, especially in the South: flip the script and argue that people drive the economy, so our wellbeing comes first, not last. This approach puts the spotlight on workplace and societal conditions, not just individual choices.

Recent research reveals that many Republican voters who broke ranks to support Missouri’s Prop A last fall did so because they saw the direct line between worker wellbeing and a thriving economy. Changing minds at the level of Cultural Common Sense isn’t just academic-it’s how you win.

But six months later, the Missouri legislature overturned the will of the people and repealed much of what Missourians voted for in Prop A, which raises a strategic question: why did some Missourians vote for Prop A and the kinds of politicians who would undermine it? In November 2024, 58% of Missourians voted to raise the minimum wage and require paid sick leave (Prop A). The same percentage of Missourians, 58%, voted for Donald Trump. How do people square that circle?

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