The Obama campaign is targeting so-called 'women's issues,' as Romney doubles down on an appeal to women on a promise for more and better jobs. The presidential race could turn on who gets it right.
What do women want?
Aside from not being relegated to binders (just kidding!), the answer to that question, it seems, may very well determine the outcome of the presidential election. And so far, President Obama and Mitt Romney are banking on very different sets of priorities held by the women they’re hoping to win – by which we mean primarily blue-collar, suburban so-called “waitress moms,” who are economically strapped but also tend to be socially moderate on issues like abortion.
Mr. Romney is hoping that those women care, first and foremost, about jobs and the economy. Although he’s been trying to modulate his stance on issues like abortion, saying in a recent interview that he did not know of any anti-abortion legislation he would push for, he’s really urging women to put so-called “women’s issues” on the back burner and vote instead for the candidate they think would do the most for the economy and job creation.
Tellingly, a new Romney ad features a mom talking into the camera about how Romney “doesn’t oppose contraception at all,” and believes abortion “should be an option in cases of rape, incest, or to save the mother’s life.” She continues, as the camera shows her kids doing their homework: “This issue is important to me. But I’m more concerned about the debt our children will be left with. I voted for President Obama last time. But we just can’t afford four more years.”
Mr. Obama, on the other hand, is counting on those “women’s issues” being a top priority for many female voters. And he routinely makes the point that they often are economic issues – equal pay is clearly a pocketbook matter, and paying for your own birth control, if insurance won’t cover it, is a not-insignificant expense for many women.