Experts are skeptical about young voters’ political engagement, unsure whether many of them will be at the polls this fall to vote for Vice President Kamala Harris or former President Donald Trump. The numbers are grim: Only 53% of 18- to 29-year-olds “definitely” plan to vote in November, compared to a historical average of nearly 70% among baby boomers. Most political campaigns will tell you that younger voters are important but unreliable, so campaigns will focus their energy on older, returning voters with deeper pockets.
But in the days following President Joe Biden’s exit from the presidential race and his endorsement of Vice President Kamala Harris, younger voters have made their presence known. Not only did Harris gain a 20 percentage point lead among 18- to 34-year-old voters in a head-to-head polling comparison with former President Trump after launching her Charli XCX Brat-style campaign, but Vote.org reported more than 100,000 voter registrations, 84% of whom were under the age of 34. The early stages of Harris’ campaign were also marked by historic fundraising: In the first seven days alone, the Harris campaign raised $200 million, with 66% of contributions coming from first-time donors.
Reactions to Harris’ campaign suggest that despite stereotypes of political apathy, this Generation Z generation will support the candidates they care about, influencing donations, public opinion and potential votes.
Despite the growing political importance of Generation Z, many have stereotypes about this generation’s politics that do not correspond to reality.
Are all members of Generation Z liberal?
While members of Generation Z tend to be more liberal than previous generations, the vast majority do not: 21% identify with the Republicans, a notable 29% are independent, and 16% identify with something else.
Generation Z’s political affiliation reflects a general increase in independent political affiliations over time as the public disapproves of government’s ability to solve the problems of ordinary Americans.
Does Generation Z vote based on style rather than content?
The Great Recession, the pandemic, school shootings, and social and climate justice movements have influenced the way Generation Z grew up and how it sees the world. This has led this generation to develop a deep need for safety and security. Their political priorities reflect this aspiration: Generation Z is increasingly concerned about essential issues such as the cost of food, gas and services, climate change, and gun safety.
Is Generation Z politically apathetic?
Generation Z takes action when they feel their political views are threatened – and this is contagious.
Although Gen Z is labeled as a politically apathetic generation, they are anything but passive. When their beliefs are threatened – by a company or a politician – they take action, bringing not only Gen Z but other generations together. Gen Z also uses their digital skills to spread the word on social media. Their natural digital literacy, forensic ability to get to the bottom of the truth, and tendency to build community around social issues make them formidable political leaders.
The election is only part of the equation
Although Generation Z’s share of the electorate has grown to over 40 million voters in 2024, it still lags behind the influence of other generations. In the 2020 election, the electorate was made up of 27% millennials, 25% Generation X and 28% baby boomers.
But Generation Z is the arbiter of pop culture, dictating what is and isn’t relevant on social media and influencing how candidates are portrayed and discussed. In other words, on Generation Z terrain, candidates are always just one viral moment away from success or crisis. In recent months, Generation Z has made its presence known by drawing attention and cultural influence to its preferred candidates, helping to sway donations and possibly even votes.
Campaigns are changing their communication strategies to engage younger voters
While the Trump world already takes a modern approach to digital (Turning Point USA has always used channels like Old Row and Students for Trump), the 2024 campaigns have also, by and large, taken more modern approaches to communication, using memes, informal language, and drawing on micro- and macro-cultural icons such as the Nelk Boys, the Full Send podcast, Charli XCX, and Ru Paul’s Drag Race.
Both campaigns have also begun to highlight issues that matter to Generation Z. Trump and Harris have both talked about the economy and civil rights, but they have begun to frame their positions to address the issues in a way that younger voters want to hear – for example, Trump’s proposal to not tax tips and the Harris campaign’s focus on gun safety, abortion, LGBTQ+ rights and action to combat climate change.
Companies can observe and learn how to harness the power of Generation Z
While a company may think it has complete control over its message, Generation Z plays an outsized role in how its message is received and presented online. As creators of the future of our digital culture, their opinions and perspectives on the world cannot be ignored. Do your research, understand their skepticism, and listen to what they expect.
Despite the power of Generation Z, it is an often stereotyped generation. By relying on these stereotypes, organizations try to appeal to those who think Generation Z is more than who it is Really Instead, take the time to understand the forces that shaped this generation and what they expect from companies today.
Given the power of Generation Z, it is critical to understand the issues that matter to them.And how they talk about it. This political cycle is your chance to watch and learn.
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