As one of the largest and most diverse generations in U.S. history, Generation Z is expected to play a crucial role in the upcoming presidential elections in November 2024, featuring candidates Kamala Harris from the Democratic Party and Donald Trump from the Republican Party. This generation represents approximately 20% of the population, equating to nearly 41 million eligible voters. Their influence may particularly double with the addition of 8.3 million new voters from this age group since the U.S. Congressional midterm elections in November 2022.
Generation Z refers to those born after the mid-1990s; they have grown up during the internet and social media era, making them more tech-savvy than any previous generation.
Increasing Impact:
Generation Z’s influence is growing steadily, as outlined below:
The Most Diverse Generation: Generation Z is the most racially and ethnically diverse generation; a significant proportion identifies as belonging to minority groups. This diversity greatly influences their political inclinations, as they tend to lean towards progressive policies. According to Tufts University, Generation Z is one of the most racially and ethnically diverse generations, with 55% identifying as White, 22% as Latino, 14% as Black, 4% as multiracial, 4% as Asian, and the remainder identifying as other races. This diversity drives a wide range of political interests, with a particular emphasis on social justice and racial equality for many.
However, Generation Z is not a homogeneous group; their political behaviors vary based on values, identities, socioeconomic backgrounds, and levels of engagement. While many are concerned about progressive issues such as climate change, social justice, gun control, and reproductive rights, others lean towards conservative values or liberal ideas, with everyone sharing a sense of frustration with traditional politics, preferring to focus on grassroots movements outside the conventional electoral system.
Influential Role in Elections: In 2022, voter turnout for Generation Z was about 28% in the general elections in the U.S., but a study from Tufts University predicts this number could rise to 50% in 2024. Young women were particularly influential in the 2022 elections, with 71% voting for Democrats compared to 53% of young men who supported Republicans. This highlights the increasing power of young women, who could again significantly impact election outcomes.
When combined with Millennials, defined as those born from the early 1980s to the mid-1990s, they now comprise nearly half of the electorate (49%), a significant figure. Nevertheless, the extent of their voting participation remains uncertain. While Tufts University’s study anticipates high turnout, Fortune magazine expresses skepticism, noting that a large segment of Generation Z may not vote, feeling that neither of the major political parties adequately addresses their concerns.
Variation in Political Engagement: Survey data reveals differing levels of political engagement within Generation Z. A survey published by Statista in August 2024 indicated that 32% of individuals aged 18 to 29 are closely monitoring elections, while 31% are somewhat interested, 21% show little interest, and 16% pay no attention at all. Nonetheless, a study from UCLA found that over half of Generation Z (56.4%) stay well-informed about the news, and 57% of them expressed interest in supporting Kamala Harris; conversely, 70% of those who do not regularly follow the news are unsure of their support or do not know who they will vote for.
Social media platforms like TikTok, Instagram, and Snapchat serve as primary avenues for Generation Z’s political engagement. Their use of these platforms encompasses not only news consumption but also organizing movements. Campaigns like that of DoSomething to increase voter turnout in Houston, Texas, in favor of Kamala Harris illustrate the growing importance of social media in reaching Generation Z voters in critical areas.
Issues of Concern:
Key trends in Generation Z’s attitudes toward certain issues include:
Cost of Living: According to a study from U.S. News, 70% of young adults are worried about inflation and the cost of living.
Abortion and Reproductive Rights: Statistics indicate that 40% of Generation Z views access to abortion and reproductive rights as a key issue.
Social Justice and Racial Equality: 62% of Generation Z prioritize social justice, focusing on racial and community rights as major factors in their political preferences.
Gun Control: Pew Research found that 60% of Generation Z favors stricter gun laws, although a more recent study from U.S. News in July 2024 indicated that concern about gun issues has declined to 31%.
Climate Change: 76% of Generation Z prioritize climate issues and support bold climate policies.
Border Security and Immigration: Only 26% of Generation Z express concern about border security and immigration, according to U.S. News.
Ceasefire in Gaza: 45% of Generation Z supports a ceasefire and an arms embargo on Israel, driven by concerns over human rights violations. A New York Times poll conducted last December revealed that 55% of participants aged 18 to 29 oppose U.S. aid to Israel, while another Quinnipiac University survey in November found that 52% of voters under 35 sympathize more with Palestinians than with Israel.
Intense Competition:
U.S. presidential candidates are seeking the support and endorsement of Generation Z in various ways, outlined as follows:
Donald Trump: According to CNN’s post-debate polls, Donald Trump leads on key issues like immigration, the economy, and national security. A Pew Research study highlights that Trump maintains a strong lead among White voters with 56% compared to 42% for Kamala Harris. However, his positions on economic deregulation and national security sharply contrast with the priorities of Generation Z, which focus more on issues like climate change, social justice, and gun control.
Despite this disparity, Trump effectively utilizes social media platforms such as TikTok and Instagram to target young voters and has built a solid base there. Nonetheless, Generation Z voters, particularly from marginalized communities, may find his stances on immigration and social justice misaligned with their values. According to Statista, Trump’s support among the 18 to 29 age group is weak, with Harris leading at 58% compared to his 27%. Another report indicated that Robert F. Kennedy Jr.’s endorsement of Trump increased his appeal among some young voters, with 30% expressing a positive view of him, while 31% remained uncertain.
Polls from the New York Times and The Washington Post show that 25% of Generation Z – mostly White, male, and living in rural areas – support Trump. His appeal to this group rests on economic freedom, gun rights, and a rejection of political correctness. This smaller segment of Generation Z, leaning conservative, prioritizes traditional values like economic deregulation and reduced government intervention, with Trump particularly emphasizing gun rights and economic freedom.
Trump also has support among young working-class Whites, especially those in rural or economically distressed areas. For these voters, job security and economic opportunities, coupled with skepticism about government regulation, are primary concerns. Many believe the economy thrived under Trump, and his slogan of “America First” has received widespread backing among them.
Additionally, Trump has built support among Generation Z college students through movements like Young Americans for Freedom (YAF), a popular conservative organization that organizes rallies and voter mobilization campaigns on campuses. YAF has been active in rallying conservative youth and played a significant role in supporting Trump’s 2016 campaign by promoting policies advocating for limited government and traditional values.
Kamala Harris: Kamala Harris has effectively leveraged social media, particularly TikTok and Instagram, to engage with Generation Z voters. She has significantly bolstered her support through endorsements from influential figures like Taylor Swift, enhancing her appeal, especially among young voters who may participate in elections for the first time. This digital engagement has had a strong impact on her ability to connect with this demographic.
According to CNN’s post-debate polls, Harris leads on issues related to protecting democracy and abortion rights. Moreover, the possibility of becoming the first woman president, alongside her Indian and African heritage, distinguishes her from her competitors. However, a study from UCLA found that Harris’s racial and gender identity is not the primary motivator for Generation Z voters. In fact, nearly 82.7% of Generation Z cited her political positions, “uplifting messages,” and strong social media presence as the main reasons for their support.
Harris maintains substantial backing among Black voters (84% compared to 13% supporting Trump) and Asian voters (61% compared to 37%), while Latino voters, previously divided between Biden and Trump, are now leaning towards Harris at 57% versus 39%. Pew Research found that Harris’s support among young Black voters (ages 18 to 49) increased from 52% in May to 70% in August 2024. Furthermore, college-educated Black voters are more inclined to support her (84%), reflecting broader voting patterns, as Harris garners more support among college graduates (56%) compared to non-graduates (41%).
While Harris enjoys significant support from progressive and left-leaning Generation Z voters active in social justice, environmentalism, and economic reform, she faces competition from candidates like Cornel West and Jill Stein, who attract voters supportive of progressive ideas. Harris also appeals to voters prioritizing systemic reforms, particularly regarding racial and gender inequality. However, as of August 7, 2024, movements like Black Lives Matter have declined to endorse her due to unresolved racial issues under the current administration, alongside concerns over the widening gap between Black and White communities. Similarly, she has yet to gain the endorsement of the Dream Defenders group.
One key advantage for Harris among Generation Z is her advocacy for gun control laws, a central issue for the student-led March for Our Lives movement, which has been a staunch supporter of stricter gun regulations. Additionally, she attracts support from Generation Z voters who prioritize reproductive health rights, particularly access to abortion.
Muslim voters are divided between supporting Kamala Harris and Jill Stein, with the Uncommitted Movement playing a significant role in this division. While the movement aligns with Stein on many issues, it believes her chances of winning the election are slim; as a result, they support Harris, who has publicly stated multiple times that she is working towards a ceasefire in Gaza. The Uncommitted Movement plans to push Harris towards greater changes in her policies toward Israel post-election, using its influence to advocate for a stronger stance. This challenge reflects Harris’s broader struggle to unify Generation Z voters, particularly on foreign policy matters like the Israeli-Palestinian conflict.
Jill Stein (Green Party): Although most polls published by Statista indicate that both Jill Stein and Cornel West have limited support from Generation Z, particularly in traditional polling; Stein has gained considerable traction through social media platforms like TikTok, where many university students actively support her and encourage others to vote for her or Dr. West.
Stein’s platform, focused on climate action, universal healthcare, and anti-war policies, aligns with some of the key issues important to Generation Z. Her commitment to radical environmental reform particularly attracts young voters disillusioned with traditional political parties.
Though Stein attracts a smaller segment of Generation Z supporters, her backers are enthusiastic, especially regarding climate justice. Pew Research estimates that about 15% of Generation Z voters are open to supporting third-party candidates, with most Green Party supporters concentrated in progressive urban areas like Portland and Seattle. The Green Party Youth Caucus, a youth wing of the Green Party, actively mobilizes young voters around issues such as climate change, healthcare, and social justice, and has participated in Stein’s previous campaigns, continuing to advocate for political alternatives outside of the two major parties.
Stein also appeals to Generation Z voters who passionately advocate for Palestinian rights due to her strong anti-war stance and focus on human rights. Movements like Students for Justice in Palestine (SJP) and Code Pink, a grassroots organization dedicated to ending U.S. military intervention, are likely to support her campaign. Code Pink includes significant communities of Jews and Muslims, who are expected to align behind Stein because of her continued advocacy for peace and human rights.
Cornel West (Independent/Unity Party): Cornel West’s platform emphasizes economic justice and anti-corporate policies, strongly resonating with Generation Z’s values. His commitment to ending systemic racism and supporting social justice movements makes him an attractive candidate for Generation Z voters seeking significant political reforms, especially among politically active and educated demographics. West also draws support from voters seeking a clearly anti-war candidate, as he promised to end the genocide in Gaza and avoid military support for Israel, placing him outside the influence of groups like AIPAC.
However, West faces challenges in connecting with younger Generation Z voters, particularly those from rural or working-class backgrounds. His platform, while appealing to more educated or politically active voters, may seem overly intellectual or disconnected from the realities of certain demographics within this generation.
West enjoys strong support among politically active leftist Generation Z voters disillusioned with both major parties. A survey published by Statista on August 26, 2024, found that 18% of voters aged 18 to 29 view West positively or very positively, while 13% consider him somewhat unfavorable and 8% very unfavorable. Meanwhile, 62% of voters remain unsure or uninformed about his positions, suggesting potential for increased support in the future.
He has also attracted support from college students concerned with systemic reforms, as his association with the Black Lives Matter (BLM) movement is significant, as the movement has mobilized many young voters through extensive protests and digital campaigns. This support contributed to increased youth voter turnout for Biden in the 2020 elections, particularly among those prioritizing racial justice and police accountability.
Additionally, West’s selection of BLM activist Melina Abdullah as his running mate could further enhance his appeal among socially conscious young voters and may lead to support from BLM members and other activists in the 2024 election.
Chase Oliver (Libertarian Party): Chase Oliver’s libertarian platform focuses on personal freedoms, limited government intervention, and tax reduction. His positions on social issues, such as drug legalization, may resonate with a smaller segment of Generation Z voters. Oliver particularly attracts individuals from the LGBTQ+ community and some white conservatives, as well as others who prioritize personal liberty and individual rights.
Historically, libertarian campaigns tend to attract a specific subset of young voters. While the majority of Generation Z leans toward progressivism, there is a small cohort, especially among young male voters, who may be drawn to Oliver’s emphasis on personal freedom and reduced government regulation, aligning with their vision of individual independence and minimal state intervention.
In summary, as the 2024 elections approach, the diverse political perspectives of Generation Z will play a critical role in shaping outcomes. Their priorities encompass issues such as climate change, social justice, economic freedom, and reproductive rights, making them a formidable force that candidates cannot afford to overlook. Even though many Generation Z voters gravitate towards progressive policies, this generation is far from unified, as their support spans the political spectrum from Kamala Harris and Jill Stein to Donald Trump and Chase Oliver, alongside Cornel West advocating for political reforms.
Several key factors influence Generation Z’s decisions in this election, including economic issues, climate change, and the situation in Gaza, which holds substantial priority for many movements. Reproductive rights are also of paramount importance; if Kamala Harris can galvanize young voters around this issue, she may gain a significant advantage, especially with a larger number of registered young women compared to young men. Conversely, Trump maintains robust support from the working class due to the belief that the economy flourished during his presidency. However, Harris could benefit from declining interest rates in the U.S., potentially leading to lower housing prices and inflation.
A significant portion of this generation remains undecided about their voting stance, making them a prime target for third-party candidates who could shift the course of the elections. While progressive candidates may align more closely with Generation Z’s priorities, disillusionment with the traditional political system may drive some to abstain from voting, focusing instead on local movements.
