From vaccines to gender: How Christian ‘momfluencers’ are reshaping the American right

From Pandemic Distrust to Conservative Advocacy: The Rise of Christian Women Influencers

Years before becoming a homeschool advocate in rural Arkansas, Taylor Moran was a liberal Dallas mother who supported Bernie Sanders. Her transformation began during the COVID-19 pandemic when she became disillusioned with government responses.

“It was a lot of rules, a lot of hysteria, a lot of things that didn’t make sense,” Moran told Religion News Service.

Following what she described as an “overnight spiritual experience” in early 2021, Moran embraced Christianity and relocated her family to Arkansas. Her social media content, while not explicitly political, reflects her evolving beliefs about natural foods, outdoor education, and traditional gender roles.

Moran represents a growing trend of American mothers who, in the aftermath of the pandemic, began questioning institutions they once trusted. This vacuum created an opportunity for conservative Christian women influencers who blend religious messaging with polished aesthetics and personal storytelling to build credibility on issues ranging from food safety to transgender rights.

Political commentator Allie Beth Stuckey, wellness advocate Alex Clark, and anti-transgender activist Riley Gaines Barker exemplify this movement. By addressing maternal concerns about children’s health, education, and development, they’ve created an entry point for conservative political engagement that many frame as part of a larger spiritual battle.

“Post-COVID, a lot of people felt isolated. And post all of the events of 2020, a lot of Christian women felt like, oh my goodness, I’m alone,” explained Stuckey, whose “Relatable” podcast has amassed a substantial following since 2018. “People really feared saying what they believed to be true, because they didn’t want to be canceled or condemned.”

For many women, COVID-19 vaccine requirements marked a turning point. Alex Clark, a 32-year-old wellness influencer based in Scottsdale, Arizona, recalled her growing skepticism: “They’re telling us that we all need to be vaccinated with the COVID vaccine. If we don’t… you may or may not be able to participate in public life, essentially. That was deeply unsettling and disturbing to me.”

Sociologist Katie Gaddini, author of “Esther’s Army: The Christian Women Who Power the American Right,” notes that 2020 created a perfect storm of conservative disillusionment through pandemic skepticism, opposition to Black Lives Matter protests, and disbelief over Trump’s election loss. “That shift has elevated the trust and the importance that is given to these forms of Christian conservative media figures,” she explained.

Clark, once self-described as an “ultimate Chicken Nugget princess,” now reaches over half a million Instagram followers with content covering everything from regenerative farming to male headship in marriage. Her Turning Point USA-affiliated podcast “Culture Apothecary” champions the Make America Healthy Again movement associated with Robert F. Kennedy Jr.

“If the government is lying to you about the food pyramid… you think that they don’t lie to you about other things?” Clark told RNS, illustrating how health concerns can serve as an entry point to broader conservative ideology.

Personal experiences bolster these influencers’ credibility. Former collegiate swimmer Riley Gaines Barker’s activism stems directly from competing against transgender athlete Lia Thomas in 2022. Clark connects her advocacy to her father’s death at 57, which she attributes partly to his consumption of ultra-processed foods.

These influencers maintain a delicate balance—asserting leadership without embracing feminism and promoting traditional gender roles without identifying as “trad wives.” They prioritize femininity over feminism, showcasing their roles as wives and mothers while maintaining professional careers.

“I think we’re beginning to see a shift away a little bit from the whole girl boss culture,” said Gaines Barker, who hosts “Gaines for Girls” on Fox Corporation’s OutKick platform.

Sara Petersen, author of “Momfluenced,” observes that traditional markers of femininity grant these influencers a “morality that we sort of assume is sacrosanct,” enhancing their persuasive power.

Despite conservatives’ current political influence, these influencers portray themselves as embattled defenders in a culture war. They frame challenges to their values as not merely cultural but spiritual battles, with Clark describing conventional farming as “deeply demonic” and Gaines Barker characterizing her anti-transgender activism as part of a “spiritual awakening.”

“This is a fight to which every single Christian is called,” Stuckey told 6,700 attendees at her recent conference. “This is a spiritual battle that is waged in our homes and in our neighborhoods, at school, at your job.”

Their advocacy has yielded tangible policy outcomes. Georgia and West Virginia have passed bills named for Gaines Barker restricting transgender participation in women’s sports, and at least 27 states have enacted similar legislation. Clark has testified in favor of banning certain ultra-processed foods in Arizona schools.

As their influence grows, some advocates have adopted increasingly polarizing rhetoric. Gaines Barker refuses to use transgender individuals’ chosen names and pronouns in the name of “telling someone the truth,” while Clark characterizes hormonal birth control as “poison” and links processed foods to government dependency.

Critics like Petersen worry that dehumanizing rhetoric can justify harmful policies or even violence. “Their rhetoric does help support a lot of legislation and policies that are straightforwardly violent,” she said.

However, those within the movement view their growing boldness as evidence of success. Payton McNabb, a young conservative activist who claims she was injured playing volleyball against a transgender competitor, celebrates that viewpoints once considered controversial are becoming more acceptable.

“I definitely do think it’s a culture war, and I think that we’re starting to get the upper hand finally,” McNabb told RNS. “I’m very thankful to be a part of that shift.”