How do Moderate Women Become (Invisible) Activists?

We all want an America that works better for everyone, but it’s hard to put yourself out there and make a difference! Our recent “Invisible Activists” research, conducted in partnership with the outstanding team at Worthy Strategy Group, explores what it takes to move moderate women from simply caring about an issue to taking active steps that support our democracy. This wasn’t a simple survey; it was an in-depth ethnographic approach that included image gathering, card sorting, creative exercises, metaphor elicitation, and journaling over multiple days. Let’s dig into what 41 ideologically-moderate white women in the Rust Belt had to say about democracy, activism, and harnessing their civic power in our most recent qualitative study!

Who is the “kind of person” who gets involved in civic life?

A thriving democracy truly requires participation from everyone, whether that means voting, staying informed, or volunteering in your own neighborhood. However, a lot of the moderate women we heard from have a pretty clear picture in their head of “the type of person” who gets involved. They think that person has:

• Strong passion & emotional connection
  Caring about an issue is just the starting point, but they see it as a firm requirement. 
• Confidence & willingness to speak up
  Women see “activists” as those who are not afraid to speak up, stand alone, and make their voice heard. 
• Personal experience & lived connection
  Many women feel that lived experiences (including those of loved ones) make issues feel more personal and urgent.
• Resources & capacity
  Participants feel that some people have the time, energy, and flexibility required to get involved, and others are lacking those resources.
• An action-oriented mindset
  It’s not just that they care, but that folks who get involved are motivated to actively create change and see results. 
• Empathy & moral responsibility
  Women in this sample believe a desire to help others and fix injustice drives many to act. 

Overall, the core belief is simple. Caring is the starting point. That’s the bare minimum, the point of entry. Acting upon that caring requires confidence, conviction, and capacity. 

Of course, this raises the question: do they see themselves as that kind of person?

Good news: the answer is mostly yes!

But just because they can see themselves as someone who would get involved doesn’t mean they want to be front-and-center, leading the charge for justice and democracy. 

There are many ways to show up when it comes to civic action. Which one feels most like you right now?

Most of the women we heard from see themselves as “sidekicks” when it comes to civic life. They’re already contributing, and they want to find actions that match the roles and strengths they already have. They don’t want to be in the spotlight, but they’re ready to go when asked. Is anyone asking them, though? Put a pin in that for now.

How do we move moderate white women from caring to actively making a better America? 

First, we have to help women overcome the very real fear and anxiety that holds them back. A rather staggering 92% of women told us that fear of conflict or backlash prevents them from acting on issues they care about to some degree—this barrier is at the top of the list. 

Women were asked to bring in some images that illustrate how they feel about civic action. These quotes and pictures really highlight their fear of conflict!

“I immediately feel frightened or intimidated. I am often afraid of being judged for my opinions. I am afraid someone will strongly oppose something I have said.”
-Participant in Wisconsin

“It is so challenging to bring anything up. People are so argumentative and if you do not share their view it can get heated so quickly.”
-Participant in Michigan

It’s important to understand that our audience of moderate women are highly relational and deeply value in-group care. They fear losing friends and being judged. They experience anxiety about public disagreement, emotional arguments, and debates—especially when they feel like they don’t know enough to defend their opinion or feel out of place. This is part of why self-esteem and confidence-building are critical parts of our work with moderate women!

But even without fear, engagement fades quickly when women feel alone. Participants told us they’re most confident using their voice in environments where they feel a sense of belonging, competence, and personal connection. Church groups, school communities, and close friend circles are excellent starting places! This research clearly shows us that women are open to joining civic efforts when invited. . .but is anyone actually inviting them?

You can help our democracy by inviting women you know to join you in civic actions! Every single person reading this can make a real difference just by inviting a friend to tag along next time you take a pro-democracy action. Headed to a PTA meeting? Going to write letters to incarcerated people? Dropping off supplies to unhoused neighbors? Making a protest sign? Bring a friend!

A civic invitation might work if:

• It comes from a trusted, authentic messenger. An overwhelming majority of women said they would feel more ready to take a civic action with a trusted friend, family member, or their spouse. 
• It offers safety and emotional security. We heard a lot of fears about safety, especially in the context of attending protests. A safety plan and emotional support can go a long way!
• It comes with a warm introduction. It can be scary to join an established group, so make sure people feel warmly welcomed!
• It comes with practical training and preparation. Make sure people know what to expect. Step-by-step instructions can take some of the uncertainty out of trying something new.

In a perfect world, a civic invitation would be as comfortable as game night:
“Game nights are usually low pressure, fun and naturally bring people together. There’s always laughter, snacks, wine, beer, friendly, competition…everyone leaves feeling more connected than they did when they arrived… I personally think if civic action felt like that…small, welcoming and social, more people including me, would show up more often.” –A participant in Wisconsin

A civic invitation might fail if:

• It comes from the wrong messenger or in the wrong format. Personal invitations from trusted friends are a lot more effective than generic emails!
• It lands at the wrong time or feels misaligned. It needs to be the right ask for the right person, so consider her values, her bandwidth, and her general stage of life. An opportunity that suits your retired neighbor might not work for your friend who doesn’t have reliable childcare!
• It feels like too much of a lift. Civic actions that seem risky, public, inconvenient, or confusing are harder sells than actions that are private and fun. 
• The group setting feels intimidating. If someone worries she’ll be out of place, judged, or won’t know how to contribute, she might be nervous about joining in. 

Here’s a real example of an invitation that flopped:
“My neighbor frequently asks me to come and volunteer at the community compost bin on the weekends. For me, it overlaps with my weekend time slot that I usually go to yoga, which is something that makes me feel calm and connected. Composting outside in the cold is not something that sounds enjoyable, though I know that the benefit is wonderful. So I choose to go to yoga because it sounds like a better way to spend my Saturday morning, selfishly.” –A participant in Pennsylvania

The best way to help moderate white women get involved in civic life is to make them feel like they belong and they matter. Because they do!

Feeling inspired? Commit to inviting a friend along next time you get involved in civic life! Anonymously share your commitment below.