Wal-Mart moms a potent, frustrated force



The Wal-Mart mom does it all. She raises kids, works a job or two, runs Girl Scout troops, cares for elderly relatives and walks the family dog. Without her — regardless of where she shops — entire households, schools and neighborhoods would go to pieces.

Also, she sways elections.

After gaining notice as an important swing voter in the 2008 presidential election, she joined in the Republican rout in the 2010 mid-term, then edged back to the Democratic side last November.

So why doesn’t she feel more empowered?

Ten Kansas City area mothers participated last week in a Wal-Mart-sponsored focus group with Public Opinion Strategies. In a candid discussion, they portrayed themselves as worried about their futures and frustrated by a political establishment from which they feel ignored and disconnected.

“The system is so broken,” said Beth, who at age 50 was one of the older participants. “You can’t stay in office without playing the game, and if you play the game you forget what people’s lives are like.”

Courtney, a 34-year-old mom with two small children, was more blunt.

“Cut their pay,” she said. “Let them live like we do. Paycheck to paycheck.”

Intrigued by the political clout attributed to its shoppers, Wal-Mart has been surveying mothers since 2010.

The women who participated in a focus group in Kansas City the morning after President Barack Obama’s State of the Union address all have at least one child 18 years old or younger at home. They follow the news, but don’t identify strongly with either political party.

Listening in on the conversation, it was clear to me the anxiety created by the economic downturn has not left this group, even though some of them listed household incomes above $75,000.

At least two said a spouse was out of work. Raises the last few years, if they’d received any, had been negligible. All were acutely aware of the decrease in paychecks caused by the rise of payroll taxes for Social Security and Medicare. A couple of moms said they’d had to reorder their household budgets because of it.

The recent sharp increase in fuel prices has created additional financial havoc. When asked how they planned to spend the $100 they would receive for participating in the focus group, the response was emphatic. No splurges for this group. The mini windfall would go toward groceries and gasoline.

A couple of the moms had watched Obama’s address in its entirety. Most had seen it summarized in news reports.

Their feelings about the president and his speech seemed mostly favorable. His call for universal pre-kindergarten education was especially well received.

“I paid for my children to go to preschool because I thought it would give them a leg up,” said Cindy, a mother of children 12 and 15 years old. “It would be great if the government could help with that.”

Obama’s call for background checks and gun safety measures was met with a kind of ambivalence. Most of the moms said they favored some restrictions, though they had different opinions on what, if anything, would help to curb gun violence. Support for more and better mental health treatment was the one common thread.

About the president’s assertion that “the state of the union is stronger,” the moms were dubious. Their own circumstances don’t necessarily reflect that and they’ve seen no change in behavior from Washington.

“I think we’re trying to get that way,” Courtney allowed.

“I don’t know if we’ll ever get that way,” said Susan, a 43-year-old mother of three. “I’m not all that hopeful.”

But if Obama is correct that “the task of our generation” is to build up “a rising, thriving middle class,” as he said in his speech, he needs the moms on board. They are the glue that holds everything together.

These moms are a formidable force. If they feel marginalized, it’s because too many politicians are listening to the wrong people.

©2013 The Kansas City Star

Read more Other Views stories from the Miami Herald

  • In My Opinion

    Does race motivate some Obama critics?

    I have a question for George Will.



    U.S. has a history of encouraging free expression

    If it comes from the United States it must be bad. That is the conclusion some critics of ZunZuneo, the U.S.-sponsored Twitter-like platform that the Obama administration promoted in Cuba to disseminate information and encourage personal communications on the island.

The ring of Bishop Agustín Román.


    The bishop’s ring

    One evening two years ago, Bishop Agustín Román limited his supper to a handful of grapes. Urged by Father Fabio Arango to eat a healthy diet he answered that he felt no appetite. As was his custom, he helped his fellow priest wash and dry the dishes at the rectory. Then it was time for him to teach the evening catechism classes at the Shrine of Our Lady of Charity, a routine that he had carried out with apostolic zeal since 1968.

Miami Herald

Join the

The Miami Herald is pleased to provide this opportunity to share information, experiences and observations about what's in the news. Some of the comments may be reprinted elsewhere on the site or in the newspaper. We encourage lively, open debate on the issues of the day, and ask that you refrain from profanity, hate speech, personal comments and remarks that are off point. Thank you for taking the time to offer your thoughts.

The Miami Herald uses Facebook's commenting system. You need to log in with a Facebook account in order to comment. If you have questions about commenting with your Facebook account, click here.

Have a news tip? You can send it anonymously. Click here to send us your tip - or - consider joining the Public Insight Network and become a source for The Miami Herald and el Nuevo Herald.

Hide Comments

This affects comments on all stories.

Cancel OK

  • Marketplace

Today's Circulars

  • Quick Job Search

Enter Keyword(s) Enter City Select a State Select a Category