This is our youngest voter segment whose interests include pop & country music, the internet, and cosmetics & personal care. In 2020, 33% of them voted for Trump, 33% for Biden, and 33% didn’t vote.
Top Traits & Values
Our research takes us beyond demographics to the traits and values that drive behavior so that we can deeply understand our audience. The traits that most define this segment of moderate white women are:
- compassion
(low) - moral righteousness
(low) - political self-efficacy
(low) - self-esteem
(low) - internalized sexism
(high)
Their top values are:
Uncertain Individualists Are on a Journey of Self-Discovery
Uncertain Individualists are exploring their identities, values, and beliefs. This period of transformation presents opportunities for persuasion.
This group of voters has a “you only live once” vibe. They are dealing with more trauma and/or anxiety than other segments. This struggle is one of the group’s defining characteristics, and it is connected to their low self-esteem and to their hopelessness about America and politics.
When asked about various political issues, they frequently respond with “neither agree nor disagree,” indicating they either don’t know or don’t care all that much about the topic. Only 7% of this group say they are very confident in their political opinions.
They are seeking peace, purpose, and/or self-discovery. Motherhood becomes that purpose for some. Travel, reading, and expanding their horizons becomes that purpose for others.
Top Issues for Uncertain Individualists
- Politics and fighting
- Inflation/rising costs
- Gun violence
FrameShift asked women to arrange aspects of their identity so that the most closely-held traits are at the center, and less-important traits are in the outer rings. This map, created by a 33-year-old Uncertain Individualist in Michigan, shows that caregiving and spirituality are central to her identity but partying factors in as well.
Effective Messages & Ads for These Voters
The following are some of our top-performing memes and gifs across topics with this group of voters, highlighting that humor works particularly well with them as does the use of culturally-relevant messengers that will catch their attention. These moved Uncertain Individualists by +12pp, +11pp, and +16pp respectively.
Demographics
