Unique knowledge of moderate women in suburban, small town, and rural America.
Why White Women?
We envision an America where all people can thrive. How are we going to get there? With a broad, multiracial coalition to protect against the polarization that is threatening our democracy and move us forward to positive, lasting change. White women are the single largest voting bloc in this country and will be for years to come. The math is clear. Progress requires a two-pronged approach: support the critical organizing work being led by communities of color to address voter suppression and turnout AND persuade more white women to play a role in building a thriving, multiracial democracy.
Beyond Demographics: Traits, Values, and Beliefs
We’ve identified 44 million moderate women who are not ideologically entrenched, meaning they are open to new ideas and perspectives and movable on key issues such as reproductive freedom, healthcare, gender equity, climate, and the economy. Our modeling—done in partnership with Grow Progress—groups voters based on the traits our research has shown to most impact their civic behavior. We use research-backed approaches to support this group of women to vote in line with their values and play an active role in promoting social welfare in their communities.
This interactive graph allows you to view the top traits for each voter segment and see how that compares to those in other segments. Click on either a specific trait or segment to highlight what is of particular interest to you. Learn how these traits are defined and keep in mind that they are held by everyone to some extent. In other words, it’s not that some folks possess the traits of compassion
, racial resentment
, or benevolent sexism
and some do not. Rather, it’s where folks fall on a scale and how those traits interact that impact their civic behavior and provides insight into both the barriers to overcome and the opportunities for connection. This knowledge allows us to effectively get the right message to the right voter.
Removing those firmly committed to a political party or entrenched in their beliefs—segment 1 (Trump Conservatives) and segment 5 (Liberal Progressives)—we focus on the moderate middle three segments. Take a deep dive with us on these voters to learn how to meet them at their values to advance progress on key issues.
Where They Live
What difference can moderate white women make in the communities you’re working in? Look at the heatmap to get a sense of the percent of vote share moderate white women (our middle three segments) represent.
44,093,812 moderate white women across the country
Want more detail? We can take a closer look at each state to see exactly how many women in our audience live in each region. View regional heat maps in the states we are currently working in along with details about the values of moderate white women in these states.