Executive Summary

In 2004, the marriage gap emerged as one of the defining dynamics of the 2004 Presidential election. Unmarried Americans voted for Kerry by an +18 point margin, where married Americans voted for Bush by a -15 point margin. The gap was particularly strong among unmarried women, or women on their own, who favored Kerry by a +25 point margin versus married women, who opted for Bush by 11 points. For progressives, this gap signifies one of the most important developments in American politics - unmarried women represent the greatest source of growth for a progressive coalition, and the expression of their views have the ability to change the public policy direction of the country.

Collectively, unmarried women have the power to change our country. They are part of an emerging American majority as family structure has changed dramatically over the past 50 years, and the number of unmarried Americans has increased considerably. During the 1950's, approximately 80 percent of Americans lived in households headed by married couples; now that number is just less than half. By 2008, more than half of households will be headed by an unmarried person. As America's demographic profile continues to change, unmarried women, with their unique set of interests and concerns, have the potential to change American politics and become a core progressive constituency.

Looking at it another way, in 2004, nearly a quarter of all voters were unmarried women. The Women's Voices Women Vote Action Fund (WVWVAF) seeks to create change in this country by calling more attention to the issues that define the unmarried woman's agenda "healthcare, jobs and the economy, retirement, and education" and by growing the base of unmarried women who vote on these issues. By speaking to these Americans about their sense of responsibility for becoming informed, participating in the political process as citizens, and calling on them to have their say on the issues that matter to them most, unmarried women can become a force that can change American policies and the dynamics of American politics.

Methodology
This memo is based on a random-digit-dial telephone survey of 1,509 unmarried Americans. Research was conducted January 4-19, 2006 and carries a margin of error of +/- 2.5 percentage points. Additionally, 8 focus groups of unmarried women and men were conducted in Pittsburgh, Tucson, and Detroit between November 16 and December 6, 2005.

Key Findings

• Unmarried women face challenges in our society that have a big impact on their political worldview. For many, their economic marginality defines their existence.
• Women on their own who do not vote fail to do so largely because they lack information about the candidates and parties and are cynical about politics.
  
• Many women on their own find elections complicated, and they feel that they do not have information from sources they trust.
• Women on their own give low approval ratings for George Bush,  they are convinced the country is headed in the wrong direction, and they are disposed to support Democratic candidates in 2006.
• Women on their own respond to messaging that evokes their sense of civic responsibility as Americans and reminds them they can bring change to the issues that matter most to them.