For many in the Republican Party, pro-family rhetoric is slowly replacing pro-life rhetoric. What began this July with President-elect Donald Trump being notoriously vague on abortion has grown into full-coalition cooperation for a new Republican establishment founded on the family. 

The party is attempting an intentional reframe of its primary goals as favored policy avenues animate the impression that “pro-life is out. Pro-family is in.” And people seem to be moved by the vision: Positive responses abound on X, where a recent Volvo Cars advertisement gained traction as a testament to the family. The nearly four-minute, superbly shot advertisement from the automaker depicts a young, unmarried couple receiving pregnancy news and the father’s eager musing on their future. Volvo “for life,” concludes the ad.