The conservative movement’s sporadic anointment of Gen-Z spokeswomen

Emma Waters was first introduced to readers of The New York Times in an April 2025 report titled “Trump’s White House assesses ways to persuade women to have more children.” The piece’s hero image is Waters, sitting on a couch with what appears to be a toddler while, blurred in the foreground, a pair of baby feet dangle into the frame. There is no getting around the fact that she looks incredibly smug. Perhaps any of us would be too if we were being funded and groomed as the next big policy star by the right-wing think tank behind Project 2025.

More than a year later, Waters is the subject of her very own New York Times profile. Mrs. Waters (she’s emphatic that the outlet identify her with this title; it normally goes with a default Ms.) has a lot of confident prescriptions for raising the birth rate without the use of assisted reproductive technology like in vitro fertilization. But when the piece was published, Waters was offended that its writer zeroed in on her domestic aptitude: “The profile made sure to note my homemade raw milk butter — a ‘MAHA elixir,’ as they called it — alongside our sourdough, Vivaldi’s ‘Four Seasons,’ and my request to be called ‘Mrs. Waters,’ Mrs. Waters wrote in a peevish Daily Wire editorial. “My actual work promoting root-cause care for infertility received less airtime.” 

It’s infuriating when a woman’s accomplishments outside the home are overlooked in favor of her homemaking bona fides. But what if that woman’s work, the work she believes was overlooked by The New York Times, is telling women like her that they should not work outside the home? Well, that is a conundrum that Mrs. Waters, in the interest of avoiding confrontation with her life’s cognitive dissonance, should probably learn to live with.

Waters’ new book, “Lead Like Jael: 7 Timeless Principles for Today’s Women of Faith,” published last March, is not the kind of book that The New York Times considers serious: self-helpish, sentimental, and authored by someone whose policy prescriptions are backed by very little real-world experience. But The Heritage Foundation is investing in Waters, offering a platform for her book, a new podcast, a salary on which to support her husband (currently in his last year of seminary school) and 2 — soon to be 3 — young daughters. 

Being anointed the new standard bearer for young woman conservatives might have been a really great gig 5 or 10 years ago, before young women conservatives realized that they are convenient smoke screens for a Republican agenda that no longer bothers to hide its anti-woman agenda. Before antifeminist tradwives and grandstanding edgelords alike began publicly sharing stories of what happened when they signed on as handmaidens for a regressive, misogynist worldview and then realized, little by little and then all at once, that they weren’t exempt from the regressive misogyny.

Canadian YouTuber Lauren Southern, for instance, was an early adopter of pick-me conservatism whose first video, posted when she was 19, was titled “Why I’m not a feminist.” Southern identified with the irreverent shock tactics that originated in online gaming before taking shape as a culture-war agenda; after her videos began spreading like norovirus, she was hired by Tenet Media, which was later revealed to be a Russian influence operation. 

Southern’s second act was tradwife. “I figured if I just follow the manual of look pretty, wear the right dress, quit my job, have babies, serve my husband, then I will be able to have this happy family life that so many people crave,” she told “On Point” host Meghna Chakrabarti in early 2026, when her memoir, “This is Not Real Life,” was published. Southern was one of the first high-profile women to try and square the circle of being both a godly wife and helpmeet, and the internet’s loudmouthed, outrageous Nazi queen. Her book is disarmingly honest — if not exactly remorseful — about the bleak results, which included drug addiction, mental-health breaks, and an alleged sexual assault involving Andrew Tate. 

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Then there’s former influencer Alice Llani, who started her channel, Alice and Fern, as a peek into the life of an earthy-crunchy, freebirthing, shoe-shunning tradwife. Via TikTok, Llani disseminated conspiracy-coded proto-MAHA fearmongering about sunscreen and vaccines; she shamed women who didn’t or couldn’t breastfeed; she proclaimed that no mother should take their children for pediatrician visits because pediatricians are all pedophiles. Married at 19, Llani was, by age 25, divorced from her controlling and allegedly abusive husband. She also had full custody of her baby and toddler and limited job prospects. “If any woman is considering being a tradwife and dedicating herself to a man,” she told Newsweek in 2024, “I would beg her not to and tell her she is worthy of achieving her own dreams and goals.” 

And there’s 27-year-old Ashley St. Clair, the former Turning Point USA brand ambassador and Elon Musk baby mama, who appeared on Fox News to fret about the declining birth rate and wrote a children’s book, “Elephants Are Not Birds,” with a clear anti-trans message. Since leaving MAGA, St. Clair has admitted on social media that she regrets her previous demonizing of the trans community and that Musk has slashed child-support payments, happily let his fanboys on X create deepfake porn images of her, and has little apparent interest in being a presence in his youngest child’s life. 

In many cases, these women aligned themselves with conservatism because they reveled in being loudly and proudly politically incorrect. “I was in love with the frisson of transgression,” said Anna, one of the disillusioned former believers profiled in Sam Adler-Bell’s March 2026 investigation “The women leaving the new right.” Anna’s thirst to luxuriate in racism, bigotry and woman hating meant supporting the flaccid alpha cope of JD Vance and Tucker Carlson who never missed a chance to paint women as crazy cat ladies who, by suffocating their true feminine nature, made themselves miserable; she told Adler-Bell that she believed she would be grandfathered into this thrillingly transgressive movement in exchange for a chunk of her dignity and self-respect. Instead she found herself biting her tongue around male peers with open contempt for women, existing conditionally in a space where sexism was no longer dressed up in the language of chivalry, protection and life-giving. 

Former podcaster Alex Kaschuta, who hosted a wealth of reactionary thought leaders on her show “Subversive,” told Adler-Bell that she saw her role as dispensing “this insider perspective on the dark side of female nature from . . . the rare self-aware member of the female sex.” It took the grave mistake of objecting to rank misogyny from her peers to confirm that whatever she wrote, whatever her accomplishments, whatever high-profile New Right icons she platformed on “Subversive” were not enough to overcome being a woman in a movement that believes women are property who must be reminded of their place, lest they forget.

For all these women, it took having terrible, even traumatizing experiences in these movements to make them realize that perhaps it’s not feminist claptrap to believe in equal rights and bodily autonomy. Waters has the confidence — if not the audience — of someone certain that her policy-wonk rigor is insurance against the fate of so many other conservative women thrown under the bus as soon as they became inconvenient.

Waters has taken comparisons to antifeminist activist Phyllis Schlafly as a compliment: After all, Schlafly was brilliant and confident and media savvy too. She was the most prominent antifeminist of her era, yet Schlafly couldn’t outmaneuver her core contradiction: A working mother famous for dissuading other women from working; an ambitious politico who told women that they should strive only to be good wives and mothers. It will be interesting to see what happens when Waters is no longer her family’s de facto breadwinner — when her husband, who is currently in seminary, graduates and assumes his rightful place as head of the family.

And though Waters is one of the Heritage Foundation’s current stars, she is also at odds with the organization’s increasingly radical flank, which includes president Kevin Roberts, chief economist E.J. Antoni, and Senior Research Fellow Scott Yenor, all of whom represent an ideological rift between classical conservatism and wingnut zealotry. In 2025, Roberts defended Tucker Carlson’s chummy interview with pocket Nazi Nick Fuentes and did not expect the pushback he received. Antoni’s nomination to head the Bureau of Labor Statistics was withdrawn in 2025 amid protest from both conservative and liberal economists, a history of sexually demeaning social-media insinuations, and a presence at the January 6 Capitol riots.

And Yenor is a well-known misogynist who has called professional women “medicated, meddlesome, and quarrelsome,” believes employers need to stop emasculating workplaces with consequences for sexual harassment or gender discrimination, and hopes to help repeal women’s suffrage. The Heritage Foundation’s growing tendency toward mask-off extremism threatens to expose its own fraudulence; the think tank’s “original scam,” wrote Paul Krugman, “was designed for a different era — a Reaganesque era in which plutocrats could discreetly leverage bigotry and intolerance to elect Republicans who then delivered deregulation and tax cuts.” 

That’s not great news for a woman like Waters who hopes, probably sincerely, that men and women can get past differences in the interest of getting that birth rate up. “At the center of every problem, there is a woman with too much power,” wrote Adler-Bell. And the more prominent Waters becomes, the more of a problem she’ll be.

Which is unfortunate, because there are moments in which Waters gets very close to some revelations about when and why women are valued. One of the 7 principles outlined in “Lead Like Jael” is that women seek out the wisdom and counsel of older women on marriage, children, and the Biblical feminine, which bucks the complementarian expectation that husbands guide women’s most important decisions. Elsewhere, she comes tantalizingly close to recognizing the sexism of expecting women alone to bear the brunt of managing reproduction.

Discussing the development of hormonal birth control for men, Waters points out that a study on men receiving regular injections had to be shelved due to the number of men who dropped out after experiencing side effects like acne, moodiness, and weight gain. Her conclusion is a little bizarre: For Waters, the fact that men could not handle the kind of side effects that women regularly experience on hormonal birth control was proof positive that hormonal birth control is inherently bad for women. (Rather than, say, proof of medicine’s prioritizing of men’s physical comfort.)

The platform given to Waters by the Heritage Foundation is prominent, but despite the efforts of The New York Times, her intended audience doesn’t seem to be interested. Or perhaps they’ve simply seen this show before, and already know how it ends. 

Schlafly, were she around today, would probably not be the wise mentor Waters conjures in “Lead Like Jael.” She would not tell Waters that the game she’s playing is rigged, or reveal that a woman can be a bright star in the conservative firmament only with the permission of men. It’s unlikely she’d talk about the cabinet appointment Ronald Reagan dangled in front of her as she worked tirelessly to get him elected, the cabinet appointment she never got. She would believe that Waters has to find out the hard way, just as she did.