Security Moms: Myth or Majority?

An exploration of the 'new' market category that's driving consumer habits


Even the Washington Post couldn't resist conducting their own poll with purported security moms. According to the latest Washington Post-ABC News poll, "Married women with children are worried about the same issues that concern other voters. In fact, these women were no more likely than other voters to name terrorism, security or Iraq as their top voting issue." So it is a top issue. The Democracy Corps, an independent, non-profit organization founded by James Carville, Stanley Greenberg, and Bob Shrum and born out of outrage over the impeachment of President Clinton, not surprisingly, conducted their own survey. Polling over 1,000 likely voters, the group touted the security mom myth citing, in their poll, that the War on Terror was the number three reason woman claimed for supporting President Bush. The number one reason in their survey, with 32 percent of women was "having a strong leader who does what he says," which to some actually resounds remarkably like a national security fear indicator, although the group notes otherwise. But no matter how they vote next week, Republican or Democrat, Green or Libertarian, the security mom is a phenomenon that the security industry needs to hone in on - because while a further interest in security may swing the 2004 presidential elections, it most definitely can boost your security business.