I have objected for years to poll questions which asked prospective voters if they thought Candidate A "cared about people like me." I thought it was a bad attitude to encourage by even asking about it. I also grimly noted that liberals seemed to do much better on this question, election after election. One of their strategies seemed to be to convince people that they cared more than conservatives, who were selfish and uncaring.
I don't like it any better now, with Trump doing well on this measure. I get it that those who felt uncared-about - rightly or wrongly - were likely to respond to such an appeal. The president may have intuited this strength of his opponents and taken it away from them automatically, rather than consciously.