> you can see that in the polls that ask people to self-identify politically
I don't trust these because I don't think most people can self-identify in away that accurately describes their beliefs. It usually just boils down to a binary "left vs right".
There are many people who identify as "conservative", express their disdain for "leftists" over some rage-bait culture war topic of the week, but demand better workers' rights, support unionization, single payer healthcare, and other very leftist ideas.
That's not contradictory, though - such people are cultural conservatives, not economic ones, but cultural conservatism is precisely what people are talking about when they say that it's becoming more popular.
We are getting more culturally conservative though - you can see that in the polls that ask people to self-identify politically.
Support for which specific policies that translates to obviously varies, but I think that's a separate question from the overall zeitgeist.