Experts are skeptical about young voters’ political engagement, uncertain that many will show up to the polls this fall for either Vice President Kamala Harris or former president Donald Trump. The numbers are grim, with only 53% of 18 to 29-year-olds “definitely” planning to vote in November, compared to a historical voting average of nearly 70% for baby boomers. Most political campaigns will tell you that while younger voters are important, they are unreliable. As a result, campaigns will concentrate energy on older, repeat voters with deeper pockets.
However, 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 open up a 20-point advantage among voters 18–34 years old in a head-to-head polling matchup with former President Trump after launching her Charli XCX Brat-styled campaign but Vote.org also reported more than 100,000 voter registrations, 84% of those under the age of 34. The early stage of the Harris campaign was also marked by historic fundraising: In the first seven days alone, the Harris campaign raised $200 million, with 66% of its contributions coming from first-time donors.
The reaction to Harris’ campaign suggests that despite Gen Z’s stereotype of political apathy, this cohort will rally for candidates it cares about, influencing donations, public opinion, and potential votes.
Despite Gen Z’s growing political importance, many hold stereotypes about this generation’s politics that don’t match reality.
Are all Gen Zers liberal?
While Gen Zers tend to lean more liberal compared to past generations, the vast majority are not: 21% identify with Republicans, a notable 29% identify as Independent, and 16% identify as something else.
Gen Z’s political affiliation mirrors a broader increase in independent political affiliation over time, as the public disapproves of the government’s ability to solve problems for everyday Americans.
Do Gen Zers vote on style, not substance?
The Great Recession, the pandemic, school shootings, and social and climate justice movements have all influenced how Gen Zers have grown up and how they see the world, leading this generation to have a visceral need for safety and security. Their policy priorities mirror this drive, with Gen Zers increasingly concerned about substantial issues including the cost of food, gas, and services, climate change, and gun safety.
Is Gen Z politically apathetic?
Gen Z will take action when they feel their politics are threatened—and it’s contagious.
While Gen Z is stereotyped as a politically apathetic generation, they are far from passive. When their beliefs are threatened—by a company or politician—they act, bringing not only Gen Zers but also other generations together. Gen Zers also use their digital fluency to accelerate the message on social media. Their natural digital savvy, forensic ability to get to the truth, and tendency to form community through social issues make them formidable political leaders.
Voting is just one part of the equation
While Gen Z’s portion of the electorate has grown to over 40 million voters in 2024, it lags behind other generations’ impact. During the 2020 election, the electorate comprised 27% millennials, 25% Gen X, and 28% baby boomers.
However, Gen Zers are the arbiters of pop culture, dictating on social media what’s relevant and not, and impacting how candidates are framed and discussed. In other words, when playing on Gen Z’s turf, candidates are always one viral moment away from success or crisis. In the past couple of months, Gen Z has made its presence known by galvanizing attention and cultural impact upon its favored candidates, helping to influence donations and possibly even votes.
Campaigns are shifting their communication strategies to keep younger voters engaged
While the Trump world had already adopted a modern approach to digital (Turning Point USA has always leveraged channels like Old Row and Students for Trump), 2024 campaigns broadly have also adopted more modern approaches to communicating, using memes, informal language, and leveraging micro and macro cultural icons like Nelk Boys, the Full Send Podcast, Charli XCX, and Ru Paul’s Drag Race.
Both campaigns have also begun emphasizing issues that Gen Z cares about. Trump and Harris have both spoken about the economy and civil rights, but they’ve begun to frame their positions to speak to the issues in the way younger voters want to hear—for example, Trump’s proposed “no taxes on tips” plan and the Harris campaign’s focus on gun safety, abortion, LBGTQ+ rights, and action to combat climate change.
Businesses can watch and learn how to harness the power of Gen Z
While an organization might think it has full control over its narrative, Gen Z plays an outsized role in how its message resonates and is framed online. As the creators of the future of our digital culture, their opinions and points of view of the world cannot be ignored. Do your research, empathize with their skepticism, and listen to what they expect.
Despite Gen Z’s power, they are an oft-stereotyped generation. By relying on these stereotypes, organizations try to appeal to who they think Gen Zers are rather than who they really are. Instead, take the time to understand the forces that have shaped this generation and what they expect from businesses today.
Given Gen Z’s power, it’s critical to understand the issues they care about—and how they speak about them. This political cycle is your chance to watch and learn.
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