What key segment of the american electorate did both george wallace and richard nixon try to attract?

Southern "Dixiecrats"--Democrats from southern states were leaving or at the very least unhappy with the Democratic Party and the support of Civil Rights.

George Wallace supported segregation and was able to appeal to southerners who did not like the desegregation policies. Nixon was able to appeal to people who were unhappy with the growing strength of the liberal movement. In both cases it was a draw of white, working class men with nationalistic leanings.