7 Tips to Engage Gen Z Voters

Vote stickers on the hands on people: how to target primary voters

Gen Z (those born between 1997 and 2012) is quickly becoming one of the largest voting demographics in the United States; in fact, in the upcoming 2024 presidential election, 40.8 million Gen Zers will be eligible to cast a ballot, and roughly 8.3 million of them will be participating in a federal election for the first time. 

While incredibly tech-savvy — the majority of these individuals were born as things like the internet and mobile technologies took the world by storm — Gen Z is also known for being socially conscious and striving to make the world a better place. 

The question, therefore, lies in knowing how to tap into those sentiments and engage with Gen Z during your next campaign; to that end, below are seven strategies you can take to elevate your reach among the newest generation of voters:

Be Smart About How You Use Social Media

Social media is not just the communication channel of choice for Gen Z; according to Statista, 50% of Gen Zers turn to social media for their daily news, and 20% of them get social media news updates at least a few times per week. 

As such, if you want to connect with these voters in a meaningful way, you need to get active on Instagram, TikTok, and Twitter. Just remember, though, that each platform has its own culture and style. While the underlying message should be the same, tailor your delivery to align with the trends of each channel. 

Demonstrate Authenticity

Gen Z places great value in both authenticity and transparency; they are adept at spotting insincerity and often quickly disengage from what they perceive as traditional political rhetoric. 

You, therefore, need to be genuine in your communication and show the human side of your campaign. Focus on the issues and what your candidate brings to the table, and be transparent about campaign goals, policies, and stances on key issues. 

Focus on Issues That Matter to Them

According to NPR, one-third of Gen Z constituents wish they knew more about candidates and their stances on key issues in the last election, a statistic that demonstrates a sort of disconnect between Gen Z and political campaigns. The survey also found that one-third of Gen Z constituents voted in every race they could despite not knowing much about several candidates. 

By focusing on issues that are important to Gen Z in ways that connect with them, you can more easily share your mission and drive engagement. Informed voters better understand what is at stake during each election cycle and are more likely to embrace their responsibility to get out and vote. 

Encourage Digital Participation

Gen Zers are more likely to engage in online campaign activities — after all, many of them were born into (or at least grew up with) the social media revolution — so embrace that unique trait by offering ample opportunities for them to connect with you digitally. 

There isn’t any single approach to engaging with Gen Z online; the key is to give them different digital venues to engage with and participate in. For instance, you could host virtual town halls or organize digital activism events; another approach might involve offering online volunteering opportunities. 

Just remember, engagement is a two-way street, and that means your candidate and key campaign members must reciprocate by replying to comments on social media, posting regularly, and establishing a strong presence on platforms like Facebook, Instagram, and X (formerly Twitter). 

Partner With Influencers and Young Leaders

Integrating influencers into your campaign is a great strategy to engage with Gen Z; that said, you don’t want to rely on flashy influencers or those adept at selling trendy products. According to a recent study, Gen Z trusts three categories of people the most: their family members (88%), friends (84%), and everyday do-gooders (81%). 

Shift your partnerships to involve creators who are accessible and engaged in the real world. Activists with large social followings and professors are a few great options; 77% of Gen Zers consider the latter to be trusted sources of information.

Offer Educational Resources

Gen Z doesn’t want to be talked at; they want to be provided with resources that empower them to learn and grow as individuals, which means it’s up to you and your campaign to deliver. Offer channels and aids that are both engaging and informative, such as interactive websites, infographics, and educational videos. 

By equipping young voters with knowledge, you encourage informed participation. While also demonstrating that your campaign is transparent and focused on facts, not talking points. 

Provide Platforms for Dialogue and Feedback 

Above much else, Gen Z wants to be heard; they value open, engaging dialogues that facilitate the exchange of ideas. As such, you’ll want to create or establish platforms where Gen Z can express their ideas and opinions; use social media pages, online forums, or virtual meetings to set the stage for open dialogue. 

It is vital that a representative from your campaign is involved in whatever form you implement. Actively seek feedback and work to show that their input is valued and considered in your campaign. Over time, you’ll build a more comprehensive understanding of your Gen Z constituents. 

Leverage Political Data to Drive Engagement With Gen Z 

Aristotle, a leader in political data, connects clients with the data analytics tools and raw information necessary to unlock actionable insights about their constituents. By partnering with us, you’ll gain access to over 235 million national voter file records, 250 million consumer files, and more than one million monthly move files.

Fill in the gaps in your Gen Z engagement strategy with Aristotle; schedule a demo today to learn more.

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