As we celebrate Women’s History Month, we recognize the resilience and contributions of women who have continuously advocated for equality and justice. It’s also a time to reflect on the evolving role of women in politics—how they vote, what drives them to the polls, and where they get their information. Women have always been a powerful force in shaping elections, but the 2024 cycle revealed significant trends in their motivations, priorities, and media consumption habits that campaigns can’t afford to ignore.

Women Showed Up—Here’s Why

Women continue to turn out in high numbers, particularly in response to policies that directly impact their rights, safety, and economic well-being. In 2024, we saw that:

Reproductive Freedom Moved Women to the Polls

Abortion rights weren’t just a top issue for women voters, they were the issue in many battleground states. The fall of Roe v. Wade continues to shape voter behavior, and in 2024, we saw that when abortion is on the ballot, women vote to protect it. Our insights on reaching pro-choice voters highlight just how critical this issue remains.

Women Supported Women in Leadership

This was a historic year for women in politics, with major wins up and down the ballot. From gubernatorial races to key congressional victories, women candidates energized voters—especially women. Our election recap highlights the female leaders who made waves in 2024. The message is clear: when women run, women vote.

Economic Stability and Caregiving Policies Drove Turnout

For many women, voting wasn’t just about politics—it was deeply personal. Economic challenges, like inflation and the rising cost of childcare, pushed women to choose candidates who prioritized their financial security. Paid leave, healthcare access, and other policies that directly impact women were top of mind at the ballot box.

Shifting Media Habits: How Women Get Their Information

Understanding what issues matter to women is crucial, but so is knowing where they get their information. The way women consume political content is changing, and campaigns need to adapt.

• Women are increasingly active in gaming. While gaming has traditionally been seen as a male-dominated space, insights from our recent webinar, Winning the Streaming Majority, reveal a different story—36% of women ages 18 to 44 actively play video games, with another 16% engaging less frequently. This growing presence challenges outdated stereotypes and presents a valuable opportunity for campaigns to connect with women where they already are.
• Alternative news sources are on the rise. Our Swing Votes Stream report found that 46% of women ages 18 to 44 turn to alternative sources for news and political content. While traditional news networks still play a role, nearly half of women in this key voting bloc are relying on alternative news sources. 
• Authenticity matters—women voters are drawn to relatable, credible messengers, whether they’re influencers, community leaders, or candidates themselves. According to a KFF report, trust played a major role in voter decision-making during the 2024 election, with nearly three times as many women (60%) saying they trusted Kamala Harris to “look out for the interests of women” compared to Trump (23%). This highlights the importance of candidates and campaigns building genuine connections with women voters through trusted and authentic communication.

Looking Ahead

This Women’s History Month, let’s continue to support policies and initiatives that empower women, protect their rights, and uplift their voices. Their votes shape elections, their priorities drive campaigns, and their media consumption habits demand innovative engagement strategies. As we move toward future elections, campaigns must adapt by prioritizing precision targeting, media strategies that reflect evolving habits, and messaging that speaks to the issues women care about most.

Need help with reaching the right audience where they are? Contact us today to learn how our award-winning digital strategies can help you win.