This chapter examines the rise and fall of the gender gap in voting patterns – whereby women were more likely than men to support the Conservative Party – from the 1950s to the 1980s. It critically analyses political and social surveys from the period, highlighting the common findings that high politics remained distant from the everyday lives of most voters, and that women, in particular, often felt alienated by a politics that was still dominated and defined by men. The chapter examines how the Conservative Party adapted its policy and communications to the social changes of the 1950s and 1960s, and suggests that the party appealed to women with its plausible and sincere rhetorical invocation of the hard-working, ambitious and consumerist, but still traditionally-minded, housewife or part-time worker. This was a rhetoric that Margaret Thatcher mastered, and used to her advantage. By the 1970s, however, the impact of social change, the emergence of a more pluralistic society, and the impact of feminism, undermined the coherence and plausibility of this unifying language of the housewife.