What do Ideologically-Moderate Women Need to Hear From Us?

Values-based messaging for moderate women is essential in this moment, as fear, division, and disinformation make it more important than ever to meet women where they are and support meaningful civic participation. Now is the time to engage ideologically-moderate white women with messages rooted in hope, shared values, and connection! In 2026, Galvanize Action is expanding to deliver always-on, values-based cultural programming that supports moderate women’s civic participation, reaching them where they already spend their time online. Guided by our research, this work focuses on what our audience cares about most, builds social cohesion, and encourages meaningful civic participation—helping them stand up for democracy and each other.

Last year, Galvanize Action’s research showed us that the women in our audience have two types of programming needs.

For those who aren’t yet clear about where we are in this moment, our programming will meet them at their values to shape their perspectives and positions to align with those values.  

For those who are clear but aren’t ready to act in line with their values, programming will address the things that hold them back and support them to take action.

We have successfully done both of these in the past, crafting award-winning messaging and programming that meets our audience at their values. What will be new in 2026 is delivering that programming in a variety of ways, not just through paid ads. Check out this mockup: a little preview of just one of Galvanize Action’s content offerings in progress. It’s a values-based advice show about everyday conflicts like neighbor disputes, school controversies, family tensions, and cultural flashpoints. If a mom experienced it, we’ll be talking about it in our new series, Mom to Mom! We’re hard at work developing this content, and we can’t wait to show you more!

Our new audience offerings, including the one we previewed above, will focus on three critically-important narratives. These are the messages moderate women need to hear from us: 

ECONOMIC SECURITY

Economic security shapes how women think about the health of the country, their hope for the future, and their trust in government. While many in our audience support economic benefit programs, scarcity mindset, low trust in government, and beliefs about who is “deserving” of help—rooted in colorblind racial resentment and just world view—can easily undermine prosocial attitudes.

We’ll address this with messaging that validates their real and perceived economic pain, grows their support for inclusive policies, and connects their frustration to action.

Here are two of our favorite examples of messages that tackle economic security:

These ads increased support for federal policies that reduce income inequality, and increased recognition that some current economic policies primarily benefit wealthy individuals and large corporations.

CIVIC ENGAGEMENT

Women in our audience care about democracy, but it is not as top of mind as the economic issues that feel more relevant to their daily lives. For many, “politics” represents chaos and confrontation, so disengagement feels like self care. Because they are highly motivated by concern for their own and their family’s safety, women in our audience can view political and social upheaval—including policy change and mass demonstrations—through a lens of insecurity and disorder, which activates their desire for control and latent authoritarianism. 

We’ll build up civic engagement with messages that validate their safety concerns, make democracy feel more tangible and relevant in their lives, and lower the bar to action. They’ll hear messages like “change is local” and “the future is hopeful.”

SOCIAL COHESION

When our audience feels financially unstable, it’s easy for zero-sum thinking to fuel blame. Because many women in our audience believe in equality over equity, they see policies aimed at helping marginalized groups as “special treatment” happening at the expense of their in-groups. Colorblind racial resentment exacerbates these fears. Our audience’s desire to see themselves as “good people” who are accepting of others is often at odds with these internalized biases and their conflict avoidance.

We’ll focus on narratives that validate our audience’s concerns about culture change, raise their awareness of the rights of outgroup members, and build their desire to stand up to discrimination, building social cohesion by sharing messages that say “We have more in common than we have differences” and “We all deserve fair treatment.”

Here’s one of our favorite messages that builds social cohesion. Listen for the way this relatable messenger reminds viewers that they have something in common as moms, and that we all want all kids to be treated fairly!

By centering economic security, civic engagement, and social cohesion, Galvanize Action is meeting moderate women where they are and supporting them to move toward connection and action. Through always-on, values-based programming, we are fostering meaningful civic participation and helping build a country that works better for everyone.