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The Mother of All Elections: Here’s how politicians can win the mom vote

News issued: September 24th, 2020

The Mother of All Elections: Here’s how politicians can win the mom vote

  • New poll shows moms are voting with their families’ current and future needs in mind
  • However, 47% have “not much” or “zero” faith in the US democratic process
  • 73% are worried about voter suppression
  • Despite this, 93% of moms will be voting in the US Presidential Elections
  • If the Election were tomorrow, 58% of moms would vote Biden and 29% Trump

Mom voters are intimately aware that their children will bear the effects of their vote and are casting their ballots with this in mind; according to new research* from women’s social networking platform, Peanut. It polled its community of nearly 2 million women on the upcoming US Presidential Election to reveal the top issues that sway their decision:

  1.     Healthcare system                            
  2.     Education system
  3.     Immigration
  4.     Gender equality
  5.     Climate change
  6.     Gun laws
  7.     COVID-19
  8.     Mental health
  9.     Parental leave
  10.     Taxes


While healthcare and education were the key issues for moms across most states, moms in Delaware, Iowa, Maine and New Hampshire all agreed taxes were the main issue that influences their vote. For moms in Mississippi, Montana and Ohio, it’s gun laws. Rhode Island, Minnesota and West Virginia moms prioritize criminal justice; and for moms in Alaska, Hawaii, Georgia and North Dakota, gender equality directs their decision.

Lack of trust with the democracy process

The research starkly reveals that trust in the US democratic process is worryingly low amongst moms; with over a third (39%) acknowledging they don’t have much faith in the system and a further 8% admitting they have “zero faith.”

What’s more, three quarters (73%) of moms are worried about voter suppression tactics impacting them, or someone they know, from having their vote counted. The poll reveals only 7% of moms have “total faith” in US democracy.     

The mom vote is increasing

Despite this, the mom vote looks to be more powerful than ever, as nine out of ten (93%) are planning on putting pen to ballot paper; a 10% increase on the mom turnout of the 2016 Presidential Election and a similar pattern recorded in the 2018 midterm elections.

Peanut asked its community how they would vote if the election was tomorrow and the results revealed that 58% would vote in favor of Joe Biden and 29% in favor of President Donald Trump. Only 2% of those planning on voting still remain undecided.  

Michelle Kennedy, Founder and CEO at Peanut commented on the findings: “The mom vote is a force to be reckoned with. This 43.5 million strong group is politically engaged and driven to make sure their voice is heard – not just for themselves, but for the sake of their families’ too. This strength has been seen over the last few months as they have joined significant public conversations such as COVID-19, the Black Lives Matter movement and back to school regulations – and it shows no signs of wavering now that the most significant election of our time is around the corner.”

The missing mom vote is due to dislike of the party leaders

The research reveals 3% of moms have decided they will not be voting in November. The main reasons cited were not being eligible to due to VISA restrictions (36%); not liking either Presidential candidate (27%) and not liking any of the policies on the table (9%).

A final 4% have not yet decided if they will cast their vote or miss this year’s election. This is a result of a third (32%) admitting they disliked both Presidential candidates; 16% not being registered to vote and 16% not trusting the democratic process. 

Kennedy continued: “Although our polls show most moms have already made their minds up, there remains a small percentage that haven’t yet decided if they will go to the ballot boxes next month. At Peanut, we’re committed to mobilizing as many moms to vote as possible – whichever way they lean. It’s time party leaders seriously thought about which issues should be prioritized in order to support such a powerful portion of the American population.”

Upon learning that 93% of the Peanut community will be voting in the upcoming election Peanut has also launched a new in-app voter badge. This badge, which can be added to user profiles, encourages women to take pride in the fact they’re heading to the poll this year regardless of their political leanings.

The poll also asked how moms would feel should their preferred party not get into power. A quarter (25%) said they will think about leaving the country and 17% said it will make them more motivated to get involved in political protests.

Voter badge Image

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For more information, to set-up an interview with Michelle Kennedy or request case studies from the Peanut community, please contact Peanut’s Press Office via:

About Peanut 

Peanut is the first social network to connect women throughout all stages of motherhood. Their mission is to provide a safe space for mothers, expectant mothers and those trying to conceive to build friendships, ask questions and find support. Introducing you to women nearby who are at a similar stage in life, the app provides access to a community of women who are there to listen, share information and offer valuable advice. Whether it’s understanding IVF, adoption, pregnancy, first years or pre-school and beyond, Peanut is a place to ask questions and join groups relating to your stage in life. With over 20m posts, the app has become a coveted destination for women looking to connect and discuss issues that matter most.

*Research conducted in September 2020, amongst 1,003 Peanut community members digitally. 

Attached Files


‘The Mothership’ helps Atlanta moms cast their vote

‘The Mothership’ helps Atlanta moms cast their vote  Peanut launches a shuttle service to help fight voter suppression, as it aims to get as many moms to the ballot boxes as possible  ATLANTA, GA – As the most significant election of our time looms, Peanut has partnered with the ACLU of Georgia to launch The Mothership, […]

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