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.