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The price of popularity

Ahead of the mid-terms, can President Trump raise households’ morale without rocking markets? 

Line chart showing two overlapping trend lines from 1978 to 2026. Green line represents S&P 500 level versus five year average. Blue line represents University of Michigan Index of Consumer Sentiment. Both lines show standard deviations from mean, ranging from -3.5 to 2.5
Jasmine Yeo
Fund Manager

Voters rarely forgive governments on whose watch their purchasing power erodes. Over the last two years, political incumbents across the developed world fell victim to the same tide: almost no party survived the inflationary hangover from the early 2020s. And Donald Trump helped ensure the Biden administration was undone by the cost-of-living crisis.

Now, with price pressures eased, Trump faces the irony of owning the inflation problem – self-inflicted through an aggressive round of reciprocal tariffs which have created (at least the perception of) fresh price increases.

The result is a disgruntled electorate and poor approval ratings. As he heads into the November mid-terms, the President finds himself navigating a K-shaped economy: asset owners flush with gains, the rest left behind.

This month’s chart suggests voters are already feeling the economic pain. It tracks US equities (relative to their five year average) and US consumer sentiment over half a century, but instead of showing raw levels it measures how many standard deviations each series is from its historic average.

As you might expect, consumer sentiment has typically tracked the highs and lows of the stock market. However, despite the S&P 500 rocketing to successive new all-time highs, consumer sentiment has cratered since Trump’s 2024 victory. The University of Michigan consumer sentiment reading is currently languishing more than 50% below its late 1990s peak (another famous stock market high). 

It is a chart of two Americas. The public narrative writes itself – artificial intelligence is destroying jobs and driving up electricity costs, while boosting the stock market. Home ownership is pushed out  of reach.

The mid-terms may well define Trump’s presidency. He needs to lift consumer sentiment without reigniting prices – a fine line to walk.

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Stimulus cheques, public spending drives, housing support, renewed tariffs, geopolitical brinkmanship and pressure on the Federal Reserve to lower interest rates have all been floated as remedies. Each could deliver a sugar hit to voter confidence but, taken too far, risks upsetting investor sentiment or undoing hard won disinflation.

And Trump can’t decree prices lower. The recent proposal to cap credit card interest shows how limited his levers are. Ironically, one thing that might genuinely depress prices would be if his tariffs were struck down in court. Imagine a president quietly hoping his own flagship policy is invalidated by the judges he loves to loathe.

The mood in Washington is triumphalist after recent geopolitical successes, notably in Venezuela. Buoyed by momentum, the administration appears poised for bolder moves. Whilst investors have so far cheered the administration’s giveaways, the UK’s recent experience and the reaction to Japanese Prime Minister Takaichi’s proposals, show how quickly markets can rebel when generosity overshoots prudence.

We believe Washington will continue to run the economy hot, juicing growth and perhaps asset prices for a while longer. But, given already solid growth, election-winning policies risk unanticipated market and inflation volatility.

This wouldn’t be the first time inflation’s second act was written in Washington. History shows that price pressures tend to come in waves, often triggered by political impatience.

At Ruffer, our goal is straightforward: to own a collection of assets that, together, can deliver meaningful returns whether markets prove benign or otherwise. Around a third of the portfolio sits in global equities, focused on sectors likely to benefit from lower borrowing costs and pre-election stimulus. Should 2026 veer away from the Goldilocks scenario, the portfolio is well protected through a range of inflation hedges that include precious metals and commodities exposure, as well as our holdings in the yen, and equity and credit derivatives. In combination, these positions should allow us to prosper whether the year brings steady ascent, overheating or renewed weakness.

As Jonathan Ruffer’s long‑standing philosophy reminds us, true resilience lies not in predicting the timing of the next crisis, but in being prepared for it.

Jasmine Yeo
Fund Manager
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Piers Wheeler
Director – Institutional
Developing and executing asset management strategy for capital raising and strategic relationship management. Coverage includes EMEA, Asia and Australia. Piers joined Ruffer in 2021, having previously worked with asset management firms including Eastspring, AMP Capital and LEK as a strategic consultant. He holds a MA from the Bayes Business School and a BA (Hons) from the University of Oxford.
Annabel Paterson
Annabel Paterson
Senior Associate – Institutional
Joined Ruffer in 2021, having graduated with a first class honours degree in land economics from the University of Cambridge. After two years working with the UK Private Wealth team and completing her IMC and CFA Level I qualifications, she now supports Ruffer’s global business development and client servicing efforts.

Chart source: Bloomberg, University of Michigan, data to January 2026

The views expressed in this article are not intended as an offer or solicitation for the purchase or sale of any investment or financial instrument, including interests in any of Ruffer’s funds. The information contained in the article is fact based and does not constitute investment research, investment advice or a personal recommendation, and should not be used as the basis for any investment decision. References to specific securities are included for the purposes of illustration only and should not be construed as a recommendation to buy or sell these securities. This article does not take account of any potential investor’s investment objectives, particular needs or financial situation. This article reflects Ruffer’s opinions at the date of publication only, the opinions are subject to change without notice and Ruffer shall bear no responsibility for the opinions offered.

This financial communication is issued by Ruffer LLP which is authorised and regulated by the Financial Conduct Authority in the UK and is registered as an investment adviser with the US Securities and Exchange Commission (SEC). Registration with the SEC does not imply a certain level of skill or training. © Ruffer LLP 2026. Registered in England with partnership No OC305288. 80 Victoria Street, London SW1E 5JL. For US institutional investors: securities offered through Ruffer LLC, Member FINRA. Ruffer LLC is doing business as Ruffer North America LLC in New York. Read the full disclaimer

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London
Ruffer LLP
80 Victoria Street
London SW1E 5JL
Paris
Ruffer S.A.
103 boulevard Haussmann
75008 Paris, France
New York
Ruffer LLC
300 Park Avenue
New York NY 10022
Edinburgh
Ruffer LLP
31 Charlotte Square
Edinburgh EH2 4ET