Climate

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.

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.