Pragmatists are skeptical but pragmatic white women who blend conservative-policy leaning instincts with a cautious openness to progress. They believe in meritocracy and personal responsibility, and while they remain wary of identity-based appeals, they may be open to different points of view on key issues related to family, safety, and economic stability. With the correct narrative framing, there is real potential to align their values with pro-democracy and prosocial actions—particularly when those actions are positioned as reinforcing order, security, and fairness.
White women in the Pragmatist segment view society through a lens of fairness, structure, and individual responsibility. While they often lean ideologically conservative on cultural issues—particularly around gender and immigration—they show moderate to favorable views that point toward progress on climate, healthcare, and gun reform. This group holds strong traditional values and expresses discomfort with rapid cultural change, especially regarding discussions of gender identity in schools. They show higher trust in government institutions than Traditionalist white women and are open to solutions when framed around order, safety, and fairness. Their views can shift when messaging increases confidence in institutional trust and positions progress as compatible with stability.
Key Beliefs and Opinions for Pragmatists
- Lean conservative on gender roles and immigration
- Moderate agreement that climate change is a threat
- Supportive of gun reform and affordable healthcare when framed pragmatically
- More trust in government institutions than in specific administrations
- View society as mostly fair and achievement-based
- They hold slight prejudice toward transgender people
- Open to pragmatic policy solutions on the economy
Demographics
- Age: Average age 38; concentrated in 25–35 range
- Marital Status: Single or married (first time)
- Religion: Protestant
- Education: Likely to have a bachelor’s degree
- Household Income: Range from $50,000–$75,000; some high earners ($100K+)
- Family Status: Often a parent or guardian
Top Traits
Our research takes us beyond demographics to the traits and values that drive behavior so that we can deeply understand our audience. Pragmatists tend to hold more barriers like benevolent sexism, internalized sexism, and colorblindness than the similar Centrists. In ranked order, the traits that this audience holds are:
- Social Significance (Self)
- Political Self-Efficacy
- Benevolent Sexism
- Religiosity
- Colorblindness
- Authoritarianism
- Conspiracy Thinking
- Just World View
- Internalized Sexism
- Racial Resentment
- Self-Esteem
- Trust in Government
- Social Significance (Other)