"Power of the Sister Vote" survey


POWER OF THE SISTER VOTE

3RD ANNUAL SURVEY 20 1 7

ESSENCE ?211??

Reported July 2017

BACKGROUND AND METHODOLOGY
iP

ESSENCE in partnership with The Black Womenas Roundtable
conducted the 3rd annual Power of the Sister Vote poll. The
survey was fielded online between July 6th a 11th, 2017.

iP

ESSENCE Insiders panel members and the 2017 ESSENCE
Festival attendees participated in the survey.

iP

A total of 1,247 (1,001 ESSENCE Insiders members + 246
Essence Music Festival attendees) completed the survey
a

iP

iP

ESSENCE Insiders received an entry into the panel
quarterly sweepstakes; Festival attendees received a $5.00
Amazon gift code for completing the survey

The goal of the survey was to:
a

Collect feedback from Black women on their political
outlook and issues they consider important to their
community

a

Voice their opinion on Trumpas presidency

Nearly (98%) all of the respondents are registered voters

2

KEY FINDINGS
For the past three years, ESSENCE and the Black Womenas Roundtable network have partnered on a
survey with the objective to understand the political attitudes of Black women.
In the first study, we learned that 64% of Black women view voting as an important responsibility
given the history of Black people. Black women overwhelmingly (78%) believe the Democratic party
best represents their interest in comparison, only 1% have trust in the Republican party. We also
learned that affordable health care is the top issue for Black women.
The second study was conducted before the 2016 Presidential election, and the confidence in the
Democratic party increased to 85% with no change in support for the Republican party. Also,
affordable health care continued to be the top issue for Black women.
The 2017 survey tells us that Black women are local activists, their support for the Democratic party
has declined, and President Trump gets a failing grade.
iP A majority of Black women (61%) are active in their community, even more so for the ESSENCE
Festival attendees (70%).
a The ESSENCE Festival appeals to activists of all ages. In the 2016 Festival focus group
research, a few participants stated that they come to the festival often to gain useful
information to take back to their communities.
iP The belief that the Democratic party best represents the interest of Black women has dropped
significantly in a year, from 85% to 74%. In fact, more Black women think that none of the
political parties represent them well, up to 21% from 13% in 2016.
3

KEY FINDINGS (continued)
iP Affordable health care is the top concern for one out of two Black women, ranking as the #1 issue
for three years in a row.
a A third of Black women in the current survey are concerned about the rise in hate crimes, a
new issue added to the list.
Rating the New President
iP President Trumpas approval rating with Black women is abysmal. He received an F for his job
performance and 93% disagree with the statement that Trump is addressing the issues that are
most important to me.
iP Protecting the Affordable Healthcare Act is the issue the majority of Black women (56%) want
the President and Congress to address now, confirming how important this issue is for them.

4

Black women are activists, especially Festival Goers.
iP Community activism is important to Black Women of all ages
iP ESSENCE Festival women (70%) lead in activism when compared to ESSENCE Insiders
(59%)

Yes,A IamA ActiveA inA MyA Community
TotalA BlackA Women

ESSENCEA INSIDERS

70%
61% 59%

69%
59%

FESTIVALA GOERS

70%
62% 61%

50%

TotalA BlackA Women

BlackA WomenA 18a34

BlackA WomenA 35+

Significantly Higher than Total Black Women

Q. Are you active in your community? [Base: 1247- All Respondents]

Source:A 2017A ESSENCE/BWRA Survey

5

Black Women are mostly involved in their community and
place of worship.
iP Nearly, six in ten are community organizers
iP One in two are active in their place of worship
Type of Activism
Total Black Women

57% 58%

52%

ESSENCE INSIDERS

FESTIVAL GOERS

52% 52% 50%
27% 26%

31%
23% 24%

16%

16%
9%

Community
Organization
Age 18-34: (57%)
Age 35+ (57%)

Local Faith institution

Local school

Online activism

7%

College Campus

Age 18-34: 50%)
Age 35+ (53%)

Q. How are you active? [ BASE: 766- Among those who are active in the community]

Source:A 2017A ESSENCE/BWRA Survey

6

The majority of Black women continue to believe in the Democratic
Party, although the support dropped significantly in a year.
iP In the 2016 survey, Black women overwhelmingly (85%) felt the Democratic party best represented their
interest and according to a CNN Presidential election exit poll, 94% of Black women voted for Hillary Clinton.
iP Democrats should take notice; there has been a significant shift in trust among Black women, down from 85% to
74%, a -11% drop.

The Political Party that Best Represents Black Women isa|

78%

2015

85%

2016

74%

2017

NONE
1%

1%

1%

2015

2016

2017

18%

13%

2015

2016

21%
2017

Percentages in green represent significantly higher than both the years compared at 95% confidence level.
Percentages in red represent significantly lower than both the years compared at 95% confidence level.

BASE: 2015- 1862 and 2016- 1282

Q. Which political party best represents the interests of the Black women? [BASE: 1247- All Respondents]
Source:A 2017A ESSENCE/BWRA Survey

7

Affordable Health care continues to be the top concern.
iP In 2017, a third of Black women are concerned about the rise in hate crimes.
iP Black women are less concerned about living wage jobs, college affordability, expanding voting rights, right to
reproductive choices and earned sick time/paid family leave.

In 2017
MOST Important Issues
(Participants Selected Top 3 from the List)
Affordable Healthcare
Criminal Justice Reform
Quality Public Education
Living Wage Jobs
Rise in Hate Crimes
Policing Reform
College Affordability
Equal Pay
Entrepreneurship Opportunity
Environmental Justice/Climate
Expanding Voting Rights
School Choice (Pre-K-12)
Redistricting
Right to Reproductive Choices
Earned Sick Time/Paid Family Leave

2017

2016

2015

48%
43%
37%
37%
33%
26%
19%
18%
9%
6%
5%
5%
4%
3%
2%

52%
45%
31%
45%
27%
35%
8%
10%
17%
11%

49%
37%
38%
43%
21%
38%
12%
16%
17%
14%

Affordable
Healthcare
Age 35+
(51%) vs. Age
18-34(34%)
College
Affordability
Age 1834(25%) vs.
Age 35+
(18%)
Entrepreneurship
opportunity
Age 1834(14%) vs.
Age 35+ (8%)

Younger = Age 18-24 Older = Age 35+
BASE: 2015- 1862 and 2016- 1282
Percentages in green represent significantly higher than both the years compared at 95% confidence level.
Percentages in red represent significantly lower than both the years compared at 95% confidence level.

Source:A 2017A ESSENCE/BWRA Survey

Q. In your opinion, what are the top three (3) issues facing the Black community today? [BASE: 1247- All Respondents]

8

FEEDBACK
ON

PRESIDENCY

President Trump gets a failing grade from Black women.
iP Nearly all Black women are in agreement that Trump is not addressing issues that
are important to them.
How would you rate President Trumpas job performance?

President Trump is addressing the issues that
are most important to me.

Total Black
Women
GRADE

F

D

C

B

A

Total

80%

12%

2%

1%

0%

ESSENCE
Insiders

81%

11%

3%

1%

0%

FESTIVAL
Goers

76%

15%

1%

0%

0%

93%

ESSENCE Insiders

93%

FESTIVAL Goers

94%

*DisagreeA A =A Strongly/Somewhat
BASE: 1247- All Respondents
Q. How would you rate President Trumpas job performance? What letter grade would you give him? [5% are undecided]
Q. Think about the issues that are most important to you, how much do you agree with this statement? President Trump is addressing the
Source:A 2017A ESSENCE/BWRA Survey
issues that are most important to me.

10

Protect the Affordable Healthcare Act, now!

56%

President Trump and the U.S. Congress should address..

18%

14%

10%
2%

Protect Affordable
Healthcare Act
(Obamacare)

Protect Medicare
and Medicaid

Protect Social
Security

Cut the Federal
Budget

Other

Q. What do you most want President Trump and the U.S. Congress to address now? Select one [BASE: 1247- All Respondents]
Source:A 2017A ESSENCE/BWRA Survey

11

DEMOGRAPHICS
Total

Panel

Festival
Attendees

(1247)

(1001)

(246)

46

48

37

Age 18-34

16%

10%

42%

Age 35+

84%

90%

58%

Median HHI

51685

51382

52940

HHI < $50K

48%

48%

46%

HHI $50K+

52%

52%

54%

Married/Living with partner

38%

39%

36%

Single, meaning never married

39%

37%

47%

Children in household aged 17 or younger

33%

31%

42%

Employed

81%

79%

85%

College Graduate or more

70%

69%

77%

Median Age

Percentages in green represent significantly higher than Panel group at 95% confidence level.
Percentages in red represent significantly lower than Panel group at 95% confidence level.

Source:A 2017A ESSENCE/BWRA Survey

12

APPENDIX

REGISTERED TO VOTE

Currently Registered to Vote

Reasons for Not Registering to Vote
I am not an American citizen.
Due to my religious belief, I do not participate
in government.

98%
Are registered to
vote

Don't feel any candidates can bring about
the changes that matter most to me.
I don't participate in politics.
I just moves to a different state.
I am registered just not where I live I missed
the opportunity to change it this time around.

Q. Are you currently registered to vote? [BASE: 1247- All Respondents]
Q. Why not? [BASE: 22- Among those who are not registered to vote]

Source:A 2017A ESSENCE/BWRA Survey

14

A few (13%) Black women have considered running for office.

Considered running for local or state office

Position considered/considering running for

13%
Considered running for local
or state office since President
Trump has been elected

Q. Since President Trump has been elected, have you considered running for local or state office? [BASE: 1247- All Respondents]
Q. For what position? [BASE: 157- Among those who considered running for local or state office]

Source:A 2017A ESSENCE/BWRA Survey 15

Issues Ratings Across Age Groups

2017

2016

2015

Total

18-34

35+

Total

18-34

35+

Total

18-34

35+

Base

1247

202

1045

1282

136

1146

1862

253

1609

Affordable Healthcare

48%

34%

51%

52%

40%

53%

49%

32%

52%

Living Wage Jobs

37%

43%

36%

45%

39%

46%

43%

38%

44%

College Affordability

19%

25%

18%

35%

40%

34%

38%

45%

37%

Quality Public Education

37%

35%

38%

31%

32%

31%

38%

41%

37%

Criminal Justice Reform

43%

49%

42%

45%

45%

45%

37%

39%

36%

Policing Reform

26%

24%

26%

27%

30%

26%

21%

26%

20%

Right to Reproductive Choices

3%

5%

3%

17%

27%

16%

17%

23%

17%

Expanding Voting Rights

5%

3%

6%

10%

3%

10%

16%

13%

16%

Earned Sick Time/Paid Family Leave

2%

2%

2%

11%

17%

10%

14%

16%

14%

Entrepreneurship Opportunity

9%

14%

8%

8%

13%

8%

12%

15%

11%

Others

4%

4%

4%

5%

2%

5%

6%

5%

6%

Rise in Hate Crimes

33%

28%

34%

-

-

-

-

-

-

Equal Pay

18%

19%

17%

-

-

-

-

-

-

Environmental Justice/Climate

6%

7%

6%

-

-

-

-

-

-

School Choice(Pre-K-2)

5%

6%

5%

-

-

-

-

-

-

Redistricting

4%

3%

5%

-

-

-

-

-

-

Q. In your opinion, what are the top three (3) issues facing the Black community today? [BASE: 1247- All Respondents]
Source:A 2017A ESSENCE/BWRA Survey 16