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Salon
Salon
Lifestyle
Andi Zeisler

The right's Gen-Z influencer pipeline

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.”

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