We know that progress can’t wait on climate, yet it’s not a kitchen table issue for many moderate women. Bringing the urgency of the issue to their attention is imperative, but to be effective it must be done in a way that feels hopeful and relevant to their lives.
Research
While we know the majority of women in our audience value environmentalism
, this often translates as individual respect and love for nature and is not necessarily connected to climate change. We conducted an audience understanding survey to gain a deeper understanding of this nuance, asking our audience: “Do you support or oppose a $2 a month electric bill increase in order for the government to address climate change?” We specifically asked about an individual action to gauge their level of agency on the issue and understand what barriers might be in their way.
- Women who are somewhat supportive value responsibility and sustainability. The values among those who are somewhat opposed are not as defined, though some identify fairness as important. Both groups expressed doubts about the effectiveness of government spending on climate.
- Many voters in our audience are overwhelmed or simply not swayed by talking about climate change as a systemic problem.
“I somewhat support a $2 a month increase because that’s a small price to pay and climate change is serious. I don’t support it because I’m not sure how that money will be spent to address climate change.”
Moderate, independent white woman
Messaging Insights
Tips to consider when messaging to this audience:
- Connect the issue to tangible challenges folks see and face in everyday life, like rising gas prices and natural disasters.
- Use words and imagery that tap into feelings of stewardship and protection of nature, particularly for those who are high in religiosity
, nostalgia
, and authority
. - For voters high in patriotism
, centering America as a hero that has overcome challenges in the past and can do so again is a winning strategy.
The following are some of our top-performing messages on climate.
| William Shatner, who played Captain Kirk on Star Trek, went to space for real recently. He said that the earth looked beautiful and fragile and urged us all to act now to protect it. Climate change is a big problem and I don’t know exactly what we should do. But, our country has done big things before. No one thought we could put a man on the moon until the scientists at NASA did it. There are scientists who can figure this out too. That’s why I support the federal government’s climate initiatives. We can do this. We have to. | +22pp Appeals specifically to our audience with a tailored cultural reference and speaks to their patriotism and nostalgia. |
| As a Christian, I worry about the poor people who are bearing the brunt of climate change just based on where they live. These families don’t have protection against natural disasters and need our help in making sure their children will have a safe place to grow up. Proverbs 19:17 reminds us to care for the poor, which is why I support our federal government’s efforts to address climate change. | +23pp Messenger is an in-group member (Christian), connects the issue to values of caring for others, and frames it as aligned with religious duty. |
Turnkey Creative
Measures of Success
“I’m only voting for leaders that prioritize protecting our climate and lowering our gas prices.”
- Moderate white women (+19pp)