Traditionalist white women are rooted in conservative values and prioritize order, hierarchy, and identity preservation—especially around religion and gender roles. They feel alienated by cultural shifts and deeply distrust government intervention.
White women in the Traditionalist segment are motivated by a desire to preserve the cultural and religious norms they believe define American life. Their worldview is shaped by a strong sense of moral order and hierarchy, which extends to their views on gender roles, religion, and national identity. They are resistant to change—particularly cultural shifts they perceive as threatening their values—and are deeply skeptical of outside influence, including government and media. For this group, fairness is about following rules and rewarding those within their in-group who uphold tradition. While they see themselves as principled and protective, their views often reinforce exclusionary beliefs and policies. They are drawn to leaders who speak clearly, assert authority, and promise to protect the social fabric they value.
Key Beliefs and Opinions for Traditionalists
- Oppose abortion in most or all circumstances
- Believe the 2020 election was stolen
- Strongly support bans on gender and sexuality discussions in schools
- Low belief in systemic causes of social issues
- Low trust in government intervention, particularly on healthcare or climate
- Strong support for gun rights, immigration restrictions, and traditional family roles
- They hold prejudice toward transgender people
Demographics
- Age: Primarily 46–54
- Marital Status: Married (first time) or divorced
- Religion: Protestant, highly religious
- Education: High school degree
- Household Income: $25,000–$50,000 annually
- Family Status: Parent or guardian
Top Traits
Our research takes us beyond demographics to the traits and values that drive behavior so that we can deeply understand our audience. For example, Traditionalists are higher in conspiracy thinking and lower in trust in government than all other segments. In ranked order, the traits that this audience holds are:
- Political Self-Efficacy
- Conspiracy Thinking
- Social Significance (Self)
- Religiosity
- Benevolent Sexism
- Colorblindness
- Authoritarianism
- Just World View
- Internalized Sexism
- Racial Resentment
- Self-Esteem
- Social Significance (Other)
- Trust in Government