A little less Hillary being the soulless face of the establishment and Trump being seen as a wildcard outsider was probably a sizable factor. Some of those key rust belt states where Obama voters turned to Trump were probably hoping to get some of the jobs back that the Clintons and their neoliberal pals helped ship over seas through NAFTA and free trade.
Plus the fact that the Dems had the presidency for 2 terms usually will tilt the advantage toward your opponent.
Also, for all the talk about sexism it seems like girl power was central to her campaign and she really didn't offer much that was interesting about her besides being the potential first woman prez. Even with that her performance with women wasn't great.
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