Will 2024 be the year when the United States elects its first female president? A significant number of people believe the country is ready for a woman to lead, but uncertainty remains about whether this will actually happen.

According to a Pew Research Center survey conducted last year, 25% of American adults expressed they believe it’s very or extremely likely a woman will hold the presidency during their lifetime. Now, this theoretical notion has become a real contest featuring Kamala Harris and Donald Trump.

Beyond being a woman, Harris’s roots include Jamaican and Indian heritage. This raises the question: Is America prepared not just for a female leader but specifically a woman of color in the presidency?

Surveys indicate that Black women face more significant challenges compared to their white counterparts. Many discussions have speculated that the first female president might be a white Republican; however, Nikki Haley’s recent primary defeat to Trump put an end to those speculations for 2024.

Currently, the spotlight is on the chance for a biracial Democratic woman to break the gender barrier, yet her journey will be challenging.

Decades of research have focused on public attitudes towards women candidates, with the Barbara Lee Family Foundation leading groundbreaking studies. These research efforts have explored various topics, such as how women candidates can thrive after a loss, their ability to handle crises, running for top positions from a secondary role, and addressing societal expectations placed upon them.

Women Politicians Face Higher Expectations Than Men

In simple terms, women politicians must often exceed expectations set for men to prove their competence and are judged more strictly on how likable they are.

If a female candidate is childless, she may be labeled as a “childless cat lady,” while if she has young children, people might question her ability to balance family and work responsibilities.

It’s no surprise that Harris opts for a consistent clothing style reminiscent of Hillary Clinton’s pantsuits; women don’t have the same freedom as politicians like Bernie Sanders who can wear quirky accessories like mittens. Voters expect women to always appear well put together during campaigns and while in office.

While Sanders can afford a rougher edge, women must be perceived as approachable and relatable to connect with voters.

During focus groups, one damaging remark we often found associated with Clinton — frequently from women, no less — was that she was “smart.” This would often be followed by an implication, or even a direct statement, that she lacked relatability. Opponents often attempt to strip women of their likability.

The Trump campaign’s early criticism of Harris’s laughter as a point of mockery missed the mark, but further personal attacks are likely from a GOP nominee who thrives on them. How Harris chooses to respond will be critical.

When Barack Obama ran for president, he was acutely aware of the perception of Black men and the stigma of appearing as an “angry Black man,” and this is undoubtedly a concern for Harris as well. Black women, particularly, must navigate voter perceptions carefully when it comes to expressing frustration.

This may explain why, in response to Trump’s statement that Harris merely “happened to turn Black,” she replied with a calm focus on broader issues rather than on herself: “The American people deserve a leader who speaks truthfully, not one who reacts with hostility and anger when faced with facts.”

Kamala Harris Must Highlight Her Achievements

Above all, Harris must prove her qualifications to serve as president and provide concrete examples of her previous accomplishments. Before entering national politics, she was the Attorney General of California, and her record has been favorably received by many voters.

We’ve been surprised by how many voters ask us, “What has she accomplished?” This question seems to arise far more frequently regarding Harris simply because she is female. What do they assume male vice presidents have done?
Republicans consistently miss opportunities. Trump should focus on attacking Harris’s policies.

It’s crucial for any female presidential candidate to convincingly present their economic plan. Research from the Barbara Lee Family Foundation reveals that voters have more concerns about Democratic women candidates’ economic strategies. Women benefit significantly from outlining clear economic policies and often require validation regarding their economic competence more than their male counterparts do.

In our studies on how a female lieutenant governor could effectively campaign for governor in her state, we found that voters wanted to know about her accomplishments.

She needed to demonstrate her leadership skills through her own accomplishments, separate from what the governor had achieved. It was crucial for observers to witness her independent problem-solving capabilities, rather than merely serving as a representative or assistant to the governor’s agenda.

It will be crucial for Harris to highlight initiatives and successes she has driven independently from President Joe Biden. After the overturning of Roe v. Wade, Harris has advocated more vigorously for abortion rights and seems more assertive than Biden in her role in promoting the restoration of those rights.

During the visit of Israeli Prime Minister Benjamin Netanyahu to Washington in late July, Harris was notably present, likely to showcase her ability to handle international relations if she were to become commander in chief.

Although Trump has suggested that if Harris were elected, she would merely be a ‘play toy’ for foreign leaders, many voters disagree with the notion that a president’s gender would diminish the United States’ standing in the world.

Since a woman has never held the office of commander in chief, it can be difficult for the public to imagine such a scenario—referred to as “the imagination barrier” by the Barbara Lee Foundation. Hillary Clinton’s near-success in 2016 serves as a reminder, and as former British Prime Minister Margaret Thatcher once said, “Sometimes you have to fight a battle more than once to win.”

Celinda Lake, president of Lake Research Partners, served as one of the lead pollsters for Joe Biden’s 2020 presidential campaign and continues to work with the Democratic National Committee. Christine Matthews, president of Bellwether Research, is a prominent public opinion pollster recognized for her insights into swing voters, especially women.