The topic of immigration is often used to divide us, setting up an “us versus them” frame, and tapping into fears around safety and stability. The path forward with this audience requires messaging that taps into their values without judging or fact-battling the legitimacy of their fears.
Research
- With our partners at GQR, we studied how white women are being targeted with disinformation and found that “the border crisis” was one of the most common narratives they were seeing, with 90% of those surveyed finding that narrative either very or somewhat believable.
- We then conducted an audience understanding survey to gain an understanding of what was factoring into opinions about immigration and the values at play, asking our audience if they agree or disagree with the statement “Immigration is changing culture in the US for the worse.”
- Those who agree with that statement feel frustrated, whereas those who disagree express feelings of hope. Across both groups, distinctions between legal and illegal immigration are common.
- Many voters in our audience value fairness, obeying laws, and safety. Purity
is also a key value, particularly among women who strongly agree with the statement.
“There is a place for immigration in America for sure, we are all immigrants. But we have to limit immigration and we cannot allow or tolerate the illegal immigration that has become the norm here.”
Moderate, Republican white woman
Messaging Insights
Tips to consider when messaging to this audience:
- The topic of immigration is often accompanied by feelings related to racial resentment
and social significance
. Identify and recognize voters’ fears and anxieties while also appealing to their desire to be “good and right.” - Expand your audience’s in-group to include immigrants. For those high in in-group care
, talk about how those closest to them can and will thrive in a country with immigration policies that support progress. - Avoid judgment or fact battling about the legitimacy of their fears. Instead, counter the grievance-based narratives by connecting with them on their values, particularly hard work, purity, fairness, patriotism
, and compassion
.
The following are some of our top-performing messages on immigration.
| We’ve got deadbeat neighbors who can’t be bothered to bring in the trash cans or pick up their dog’s poop. And then we’ve got these immigrant neighbors who work hard, go to church, raise respectful kids, and keep their yard clean. I’ll take immigrant neighbors any day. | +33pp Centers in-group care and connects on values of purity and hard work. |
| Three quarters of agricultural work is done by immigrants and during COVID they helped to support our economy and put food on our tables. Without immigrants, our agriculture industry and our economy would struggle. | +25pp Patriotic message that ties in acknowledgement of current economic stress and belief in working hard. |
| When I hear stories of immigrant parents walking hundreds of miles with their children to give them a better life, I feel the love and commitment that must have gone into every step. These folks are determined to work hard for their families and for the American dream and I’d welcome them in my community. | +24pp Appeals to in-group care, compassion, and patriotism. |