A new demographic buzzword may be upon us: Walmart moms. (Let's call
it a compound buzzword, in deference to the two components.) Neil
Newshouse and Alex Bratty of Public Opinion Strategies, along with
Margie Omero of Momentum Analysis, have just released
the results of a
Walmart-funded survey. Conflicts of interest aside, they've found some
interesting things, and political insiders are intrigued: Walmart moms look like they could be the new crucial group
of swing voters. Here's why:
As we've seen in many
elections--and Nov 2010 will likely be no different--understanding
swing voters means understanding women, particularly mothers. Walmart
Moms are cross-pressured and conflicted--they approve of President
Obama and want to see a government that helps people rather than stays
out of the way. Yet, these voters are strongly negative toward Congress
and lean toward voting for Republicans in the Fall. Walmart Moms are
the quintessential swing vote ...
The survey also pulls out some numbers to back this up. It it official, then? Are Walmart moms the new "soccer moms"?
- How Walmart Moms Think The survey
also says that these women "have personalized the nation’s economic
struggles, impacting not only their financial well-being, but their
personal relationships ... At roughly 16% of the electorate, candidates
ignore this key voting segment at their own peril." Specifically,
Newhouse tells Politico's Mike Allen
that "this is a classic group that Democrats have to win. Both
Democrats and Republicans have got to communicate to these voters NOT
on national economic stuff, but on kitchen-table economic issues."
- A Passing Fad "Soon enough, of course," predicts Mike Allen,
"Walmart Moms will be banished to the land of cast-off swing voters,
now inhabited by Walmart women, soccer moms, waitress moms, security
moms, angry white men, office-park dads, NASCAR dads and wired workers."
- A Grain of Salt "The survey," writes The Washington Post's Chris Cillizza, pointing out the obvious, "is rightly taken cum grano salis
since it is paid for by Wal-Mart and conducted via the Internet which
remains a somewhat controversial approach in polling circles. That
said, it provides a fascinating window into a group of voters widely
seen as one of the most critical demographic groups--the new 'soccer
moms'--in electoral politics heading into the 2010 midterms and 2012
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