The Supreme Court has legalized gay marriage. The confederate flag may be poised to come down from South Carolina's capitol grounds. And Caitlin Jenner's coming out as a transgender woman has been met by widespread support.
Are these cultural shifts a set back for conservatives? Or is it an opportunity to recast the movement for a new national mood?
"We're going to have to follow where society is going," said Mike Madrid, GOP strategist. "And the [Republican] Party does have some really strong positioning with some issues that are going to begin percolating in the minds of voters."
Privacy and technology, for example, are areas where Republicans can stake out positions ahead of big elections, said Madrid.