Project 2025 started a half-century ago. A Trump win could solidify it forever

You can be forgiven for thinking Vice-President Kamala Harris’s first attack ad against Donald Trump seems a little far-fetched. Launched this week, the television spot has all the hallmarks of a YouTube video promoting an internet conspiracy theory. There’s the obligatory scary music and the baritone narrator warning about a mysterious manifesto with the kind of cartoonish name that a Bond villain would label his blueprint for global conquest: Project 2025.
And yet, this isn’t a Dr Evil send-up: Project 2025 is very real, it is absolutely Trump’s agenda and it wasn’t some slapdash screed that came out of nowhere. It is the culmination of the 50-year plot that our reporters at the Lever have uncovered in our new audio series Master Plan – a scheme first envisioned by the US supreme court justice who created the foundation for Citizens United and the modern era of corporate politics.
Project 2025 touts itself as “the conservative movement’s unified effort to be ready for the next conservative Administration to govern at 12:00 noon, January 20, 2025” – a grandiose and self-important billing, but no overstatement. The 922-page manifesto is a plug-and-play agenda of detailed policies designed to immediately empower the conservative movement, billionaires and Republican donors the moment Trump is sworn in for a second term.
Highlights include plans to kill off climate regulations; eviscerate pollution laws; terminate the Consumer Financial Protection Bureau that protects Americans from Wall Street scams; raise taxes on the middle class to finance billionaire and corporate tax cuts; empower the White House to replace civil servants with ideological loyalists; and limit the government’s authority to enforce campaign finance laws designed to deter pay-to-play corruption.
The blueprint’s provenance means that it isn’t some fanciful pie-in-the-sky wishlist – it is a meticulously constructed action plan designed to be implemented, just as an earlier version of it was in Trump’s first term.
Project 2025 was built with the involvement of at least 140 former Trump administration officials, it is endorsed by a constellation of oligarch-funded conservative groups, and it is published by the powerful Heritage Foundation, which Trump himself lauded as “a great group” that is “going to lay the groundwork and detail plans for exactly what our movement will do and what your movement will do when the American people give us a colossal mandate to save America”.
This connection to the Heritage Foundation isn’t incidental. It tells us that conservatives see a Trump presidency as the final stage of their grand half-century scheme to destroy the legacy of the New Deal and the Great Society – a scheme first outlined a half-century ago.
Heritage was originally launched in the early 1970s with seed funding from the beer magnate Joseph Coors. He told a historian that his political activism at the time was specifically “stirred” by a 1971 memo authored by the soon-to-be supreme court justice Lewis Powell. That memo written for the US Chamber of Commerce implored corporations and oligarchs to be “far more aggressive” in influencing the political system, which he feared was becoming far too responsive to popular demands for the regulation of business.
“It is essential that spokesmen for the enterprise system – at all levels and at every opportunity – be far more aggressive than in the past,” wrote Powell, who would soon after author a landmark supreme court ruling giving corporations new rights to spend money influencing elections. “There should be not the slightest hesitation to press vigorously in all political arenas for support of the enterprise system. Nor should there be reluctance to penalize politically those who oppose it.”
According to documents unearthed in Master Plan, the chamber established a taskforce on the Powell memorandum composed of executives from some of the country’s most powerful corporations including General Electric, Phillips Petroleum, Amway and United States Steel.
At a series of secret meetings in the 1970s, those powerbrokers formulated ways corporate groups could build out their political, legal and communications apparatus. The resulting political infrastructure – conservative thinktanks, law firms and advocacy groups – aimed to weaken campaign finance laws so that corporations could wield more power, and then use that power to tilt the courts and legislative systems in their favor.
With Powell’s memo inspiring Coors’s lavish funding, Heritage carved out a special role for itself in all this nascent organizing: it focused intently on public policy.
“Around the vortex of Heritage have spun projects, individuals and organizations devoted to Coors’ ambition to rescue the United States from the gloom and despair he believes it to be in,” the Washington Post reported in 1975. “Weyrich and Coors agree that the liberalizing trend must be halted or the United States will become, in effect, another version of godless communism.”
In a White House memo just before that story was published, President Gerald Ford’s deputy chief of staff, Dick Cheney, told his boss, Donald Rumsfeld: “Coors may have problems by using this tax exempt foundation to support political activities.”
But as the Powell memo movement’s conservative legal groups secured supreme court victories gutting campaign finance laws and ushering in the era of dark money, such groups faced little scrutiny in how they blurred the legal distinction between dispassionate charity and political machine.
Heritage was most certainly the latter, and within a few years of its launch, it was focused on influencing presidential administrations with the original version of Project 2025 – Mandate for Leadership, described in the press at the time as “a blueprint for grabbing the government by its frayed New Deal lapels and shaking out 48 years of liberal policy”.
“Mandate for Leadership was published in January 1981 – the same month Ronald Reagan was sworn into his presidency,” Heritage gushes in the foreword of Project 2025, which is officially the ninth installment of the Mandate for Leadership series. “By the end of that year, more than 60 percent of its recommendations had become policy.”
Underscoring that success, Reagan delivered a speech at Heritage lauding “the importance of the Heritage Foundation, the remarkable work of Ed Feulner, Joe and Holly Coors [and] so many of you in this room in bringing to Washington the political revolution.”
Fast forward through the neoliberal rampage of tax cuts and deregulation that defined Reagan’s term and three more Republican presidencies, and the question now is: would that same political revolution inspired by the Powell memo’s master plan continue if Trump wins again?
The recent past offers clues: during the first year of Trump’s first term, Heritage boasted that two-thirds of its 2016 Mandate for Leadership recommendations were championed by the Republican president.
Will Project 2025 and the Heritage Foundation’s agenda find the same receptive audience in a second Trump administration? Or should we trust Trump when now – under assault by Harris’s criticism – he insists he doesn’t even know what Project 2025 is?
The answer to that can be found in the words of Trump’s own running mate.
“The Heritage Foundation isn’t some random outpost on Capitol Hill,” wrote the Republican vice-presidential nominee, JD Vance. “It is and has been the most influential engine of ideas for Republicans from Ronald Reagan to Donald Trump.”