The data: Nearly 4 in 10 (38%) US parents consider themselves supporters of the Make America Healthy Again (MAHA) movement, according to a recent KFF/The Washington Post survey of over 2,700 parents.

The data also revealed that MAHA support splits sharply along party lines:

• 62% of Republican parents identify with the movement, compared with 17% of Democratic parents.

Zooming in: MAHA supporters and non-supporters hold distinct views on the importance and safety of vaccines.

• 64% of parents who are not MAHA supporters say it’s important for children to be vaccinated against the flu, compared with 44% of MAHA supporters who believe this.
• Just 28% of parents who are MAHA supporters see the value in kids getting the COVID-19 vaccine. That’s far fewer than the 52% of non-MAHA supporters who think it’s important.
• MAHA supporters see the importance of vaccines for polio and measles, mumps, rubella (MMR), but still question their safety. Only about 4 in 10 are very confident that these shots are safe for children, compared with 6 in 10 of non-MAHA supporters.

MAHA supporters and non-supporters differ on other children’s health issues.

• MAHA supporters (61%) are much more likely than non-supporters (43%) to think that overprescribing medications is a major threat to children’s health.
• Supporters of the movement (78%) are also more likely than non-supporters (62%) to say that highly processed foods are a significant danger to children’s health.

Why it matters: The MAHA movement is supported by the Trump administration, but has also been boosted by a growing crop of anti-establishment Gen Zers and “MAHA mom” social media influencers. Viral posts from teens and parents alike warn followers about the dangers of fluoride, Tylenol, processed foods, and vaccines.

MAHA content creators commonly voice criticisms of the Big Pharma and Big Food industries. MAHA’s most powerful leader, Robert F. Kennedy Jr., was joined by food activist/influencer Vani Hari (“The Food Babe”) at a press conference earlier this year when announcing his plan to phase out artificial food dyes.

Health experts agree with efforts to promote healthier food production, but are generally concerned with misinformation stemming from MAHA voices. Doctors and scientists have written about MAHA pushing conspiracy theories that lack scientific evidence. Medical professionals and media outlets earlier this year called out that the government’s MAHA children’s health report included fake citations to support its points.

Recommendations for marketers: Pharma and food marketers should encourage open dialogue around the concerns expressed by MAHA proponents.

• Food brands should call out that they’re listening to consumer demand for healthier items and highlight the progress they’ve made in producing less processed products.
• Pharma companies will want to acknowledge the hesitation of parents wanting to avoid unnecessary or excessive medication for their kids, while partnering with pediatricians who could explain that drugs are only prescribed when clinically appropriate.

Messaging should be delivered through digital channels where young parents are most likely to frequent. This includes videos on social media platforms like Facebook, Instagram, and YouTube. Marketers could also host live Q&As on social media and in pediatric clinics where resources showing how food and medicine products are developed and tested can be distributed.

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