Pocketbook Moms

As head of the first and largest community of 18 million women online, I'm in the unique position of having immense insight into women's passions and priorities, and, these days, the ability to gain knowledge about how they'll be voting as well. And what I know is that women will not be voting with their hearts this year, and not with their heads either. Time and again, in every poll, conversation and message board posting, we find that women in 2008 will be voting with their pocketbooks.

It's an unprecedented time in US presidential election history. Never before has a female candidate for president gotten as far in the process as Hillary Clinton has. Quite an achievement -- for Hillary and for women everywhere. But far from Hillary having been assured the Democratic women's vote, a charismatic, forceful opponent has made this race one of the most taut and exciting in memory.

In 2000, the constituency for candidates to reach was the Soccer Moms. In 2004, reflecting the events of the recent past, attentions turned to the Security Moms. In 2008, with household expenses going up while home values go down, voters are most concerned with balancing family finances, saving for the future and keeping family healthcare costs in check. These voters have kids and mom-mobiles that eat gas like it's a plateful of mac' and cheese. They are voters that are looking to November for a leader that will help them alleviate the financial squeeze they're feeling. At iVillage, we call this the Pocketbook Phenomenon, and for the candidate that really reaches the Pocketbook Moms and hears their concerns, they will make all the difference in this election by checking their box with their checkbooks weighing heavily on their minds.

As the campaigns evolve, the Pocketbook Moms' (and Dads') votes are evolving too. Over the past few months, we have conducted a series of polls with GFK Roper to find out more about how the country might vote. These polls have told us that the majority of Americans know who they will vote for. 65% now know for sure or have a pretty good idea who they want to lead, which is a significant increase from a similar poll taken in January - 42% knew at that time. Those saying they know "exactly" who they will vote for has doubled (35%, up from 16% in January). Thus, these decisions are being made NOW -- among the backdrop of a falling economy and a lack of consumer confidence.

We also know that these votes are not being influenced by one candidate's race and the other's gender. One member of the iVillage community writes:

"... I have no intention of voting black (Obama) or female (Clinton) just because the time is right or one has the best chance to win over the other..."

My message to Clinton, McCain and Obama: Carpe Diem. The time is now for the candidates to show us how they're really going to make things better.

I also know -- both from my vantage point at iVillage and from personal experience -- that women are stressed, and with good reason. A few weeks back, we posted an Index Poll on the iVillage.com home page about home buying. A full third of women responded that they would not be able to buy a home this year -- despite the lowering prices. Some Pocketbook Moms just can't put down a significant deposit or qualify for a quality mortgage -- both of what's needed to achieve home ownership in this market.

The Pocketbook Moms may have a flashy title, but in reality, this group is about anything but status. It's not about paying the bill for a luxe new handbag. It's about paying the bills. PERIOD.

This consistent, unified, very loud female voice focused on financial wellbeing is front and center of the race. For our nation, this is the power of community on steroids -- a legion of women who will combine to make the country's most important decision. Let's listen to them.

Comments

[BillLumbergh]

Oh No!!
They won't be able to buy a house this year?!!
The horror.
As this nation tumbles and crumbles, just feeding ourselves will soon become a concern 'this year'.
The tone of privileged entitlement in that article makes me sick.

[avicenna]

I hope "pocket book" mom's are able to make the connection between things other then temporary change for a full-fat latte. For example, something they may want is consider is air quality and the environment's impact on the health of their children. I hope they realize that the audacious proposition that a couple of candidates are unbelievably suggesting - that people should be fascilitated in driving their smog-producing vehicles as much as they can during the hottest times of the year. This brilliant exercise in bad judgement will ensure your kids get the most out of the toxic fumes trapped in greenhouse gases, spike their asthma levels and likely take the lives of at least a few of their grandparents due to the increased risk of cardiac arrest in such conditions. Think before you cast that vote....

[cylindar]

This country (USA) since the 80's has seen an excess of wealth for many middle class types. It was an unusual phenomenon in my opinion. What many people have grown up with is what I call a super-bubble. It was bound to burst. Brace yourself new pocketbook moms cause your going to get a dose of reality and your philosophy and way of life will change. Basically there are too many obese mothers with too many obese kids running around. Tightening the posketbook strings will at least lead to less twinkies being imbibed which is better for the health and oh yes, Soccer Moms will have to give up their gas guzzling SUV's --Gee --too bad!

[ProfessorXYZ]

Wow, you've reached new depths of ignorance and condescention in a single post. Congratulations! The fact is, obesity tends to be higher in US populations with less money. Junk food is cheap. Vegetables are expensive. And prices are generally higher in the supermarkets in poorer neighborhoods. I think perhaps the super-bubble is taking up space where your brain should be. Please get a clue.

[grendl]

It's not just a female voice.

Funny how feminists want to paint it as such. We're all hurting economically.

But a large part of the problem is the divisiveness you interject into the equation with the mention or women, or black America.

This is not about sex, or race, its a class war we're fighting. And you're checking soldiers for whats between their legs. Its a non-issue.

I know its hard to imagine, sexism isn't the root of the problem but money is, but thats the cold hard reality. This is about the haves screwing the have nots, the ranks of which women and black people comprise on both sides of the battle.

[wolfgangmo]

Dear mythological monster dude,

Funny. I always thought the definition of feminist was someone who believed in fair and equal treatment of all citizens.

You are dead on about the class war analysis. It is a class war, but by and large you will find that most women are on your side of this fight.