Gen Z, the most diverse generation in U.S. history, is actively shaping the landscape of American politics. Their distinctive qualities, values, and comfort with social media make them a formidable force that demands our attention, understanding, and respect. This infographic explores their priorities, political affiliations, and effective strategies to engage undecided voters.
Unique and powerful, Gen Z has faced more challenges than most generations of their age, including too many shootings, economic recessions, and ongoing wars. Growing up with devices at their fingertips for news, fun, notifications, and more, they are well-equipped to form their own opinions on critical issues, such as gun control, environmental stewardship, and reproductive rights, that deeply resonate with them.
The oldest Gen Z members are turning 26 this year, making them a significant force in American politics. In the 2022 midterms, they joined Millennials in historically high voter turnout, second only to the 2018 elections, and it would be at any candidate's peril not to factor their needs in their strategy.
While single-issue voters are not unique to Gen Z, this cohort is particularly motivated by specific policies that resonate with their values. Messaging that is clear and tells a specific story can make all the difference. Starting with data on key issues will provide pivotal intel on what matters to them and where you can find them.
Despite their high level of political engagement, a significant portion of Gen Z expresses feeling under-informed about candidates and their positions. Surveys reveal that roughly one-third wish they knew more; about half lack confidence in their understanding of the races on their ballot. This knowledge gap underscores the opportunity for candidates to share and articulate where they stand on issues.
Coming of age with a device in hand, Gen Z expects instant updates on news and culture. At least 50% of Gen Zers see news on social media every day, up to 15% regularly get their news from Tik Tok, and many elect to get it from push notifications. So the question political campaigns should be asking themselves is, how solid is your social media team? Are you being seen where it matters with OTT ads integrated across streaming platforms and in games. If not, get moving!
One prominent example of Gen Z’ growing political influence can be seen in their response to the Marjory Stoneman Douglas High School shooting in Parkland, Florida, in February 2018. In the aftermath of the horrific tragedy and loss of life, two survivors emerged as vocal activists for gun control and founded the March for Our Lives movement, which quickly gained traction and put gun control to the forefront of the national political agenda.
Gen Z can negotiate differences better than perhaps any prior generation; some call them Plurals because of their pluralist nature. They’re the most racially and ethnically diverse voters. They’re more likely to identify as LGBTQ; 20% of them, compared with 11% of millennials and only 3% of older people. They’re digital natives and oh so much more. The one thing any candidate would be foolish to do is to simply bucket them as one demo instead of reaching out to them as individuals. They’re pragmatic progressives who see too much at stake for an all-or-nothing approach. They care about the country. Any politician's success depends on winning over this generation.
If the midterms proved anything it’s that relying on polls isn’t enough. Candidates are smart to develop relationships with voters now to build trust. Doing this requires commitment, consistency, and constant contact. It requires an in-house team and data experts like Media Now.
Looking for more insights about Gen Z’s perspectives and how to mobilize the vote so you can create more effective political campaign advertising? Get in touch with Media Now Interactive for expert tips and strategies to further messaging, motivate contributions, and boost voter turnout.