The MAHA Movement: Mothers at the Forefront of Health and Conservative Politics
In the quest to "make America healthy again," mothers are shouldering a disproportionate share of the labor, according to recent analysis. The MAHA movement, spearheaded by Health Secretary Robert F. Kennedy Jr., has leveraged misinformation and disinformation to demonize everyday elements like vaccines, food additives, and household cleaners. Central to its rhetoric is the notion that health hinges on individual choices—or, for children, the decisions of their parents.
Parental Support and Political Alignment
An October 2025 survey reveals that nearly 40% of parents in the United States identify as supporters of the MAHA movement. Over 80% of these parents are Republicans who back President Donald Trump, while a minority, though not conservative, question the legitimacy of the current medical establishment. Sociologist Katie Gaddini, author of the upcoming book "Esther’s Army: The Christian Women Who Power The American Right," notes that women, especially mothers, have been increasingly drawn to conservative politics since the pandemic. This shift stems from perceptions that mask and vaccine mandates threatened their autonomy as parents.
The Rise of "MAHA Moms"
So-called "MAHA moms" approach health and wellness with the conviction that they know what is best for their families. Under the banner of "medical freedom"—a concept promoted by Kennedy to grant autonomous health decisions—mothers are now seen as solely responsible for their children's well-being. This entails researching vaccines, preparing clean food, maintaining toxin-free homes, and often homeschooling to control educational content. Gaddini observes, "The MAHA movement... affirms again and again this idea of what a good mother looks like. But it also breaks with more traditional roles because these women hold significant amounts of power."
Empowerment and Restriction in Gender Roles
The movement places conservative women in a paradoxical position: they are both empowered and confined to traditional gender roles. Gaddini explains that MAHA encourages extensive emotional, physical, and mental labor around health, reinforcing maternal ideals while granting women influence in public spheres. This dynamic is evident in the growing overlap between the MAHA movement and conservative mothers, including "momfluencers" who promote stay-at-home lifestyles on social media while engaging in political activism.
A Fragile Coalition of Strange Bedfellows
Gaddini highlights that the MAHA movement comprises diverse groups, from crunchy liberal women disillusioned with mainstream medicine to conservative Christian homeschool moms. This coalition is fragile, uniting historically opposed factions on issues like abortion under a shared vision of health. The pandemic served as a critical inflection point, politicizing a new population of women who previously had minimal political involvement. Concerns expanded to include food dyes, natural remedies, and even household products like body wash, reflecting a deepened sense of responsibility for home and health.
Motherhood as a Political Access Point
For many conservative women, motherhood is viewed as the highest calling, a sentiment intensified during the pandemic when they felt their roles were under attack from mandates and distrust in authorities. This, combined with the alternative media ecosystem, spurred them to embrace politicking as mothers—a shift that appears permanent. Gaddini notes, "My eyes have been opened. I can’t unsee," as one woman expressed, indicating lasting political engagement.
Social Class and Complicated Work Dynamics
The role of work varies by social class among MAHA supporters. Working-class women in rural areas often have jobs, while middle- and upper-class women are more likely to be stay-at-home or homeschool moms. However, social media and political activism blur these lines, with many women identifying as homemakers while maintaining significant public profiles. Figures like Candace Owens exemplify this contradiction, balancing motherhood with high-profile careers.
Labor as a Source of Power and Identity
Despite the extra labor involved—researching vaccines, cooking clean food, homeschooling—many conservative mothers do not see it as a burden. Instead, it grants them authority and pride in their households, reinforcing their identities as good wives and mothers. Gaddini points out that while the MAHA movement encourages intensive mothering, it also subverts traditional gender roles by allowing women to wield influence and earn income in public arenas.
Unifying Themes and Lasting Impact
In her research for "Esther’s Army," Gaddini identifies a common thread among right-wing Christian women: a feeling of being under attack, whether from immigrants, trans women in sports, or medical authorities. The pandemic heightened this sentiment, activating women politically in ways that are likely enduring. Gaddini concludes, "The pandemic really changed everything... I don’t see them going back. They’re here to stay."
