Power at the Polls: Gen Z Wants to be Heard

The 2024 Presidential Election marked a pivotal moment in U.S. history, with unprecedented shifts in voter behavior and engagement, particularly among Generation Z. XYZ University, along with President Sarah Sladek, hosted Power at the Polls. Joined alongside Sarah are esteemed panelists: Jahnavi Rao, President & Founder of New Voters; Jenk Oz, FRSA BCyA, Founder of Thred Media; Sophie Beren, Founder of The Conversationalist, and Julia Peterson, Director of Consumer Marketing, Archrival. The panelists explored the trends, motivations, and implications of Gen Z’s participation and how political campaigns adapt to this demographic’s unique values and communication preferences. Below is an overview of the event.

This election was historic for several reasons. It featured the first female Black, Asian candidate and the first felon candidate, creating a dynamic that polarized voters along lines of race, gender, and geography. Gen Z emerged as a decisive force, with youth voting patterns reflecting their disillusionment and demand for systemic change. Key factors, such as social media influencers and podcasting, played significant roles in shaping Gen Z’s political opinions.

Trends Revealed by the Election

A central theme from the panelists is the trends that defined this election for Gen Z. Here are the insights discussed:

Youth Voter Turnout

• Despite hopes for higher engagement, overall voter turnout among Gen Z was 42%. According to Sophie, this number reflects apathy and disenfranchisement, with many young voters feeling disconnected from the candidates. Instead of voting by party loyalty, Gen Z prioritized issues that directly impacted their lives.

• Julia noted that young people crave authentic communication and a sense of being listened to. Jahnavi highlighted the lack of civic knowledge among youth, with many believing their votes didn’t matter in predetermined red or blue states. These factors underscore a systemic failure to engage young voters meaningfully.

Marketing to Gen Z

• The election revealed a growing reliance on social media platforms like TikTok, where 40% of Gen Z get their news. Influencers and podcasters, such as Joe Rogan, significantly swayed opinions by providing long-form, relatable discussions.

• Jenk pointed out that the TikTok algorithm can heavily influence political opinions by shaping the content users see. He emphasized that podcasting also played a crucial role, as it has become a trusted source of information for Gen Z. For example, Rogan’s podcast reached politically disconnected young men and engaged them in the election conversation.

• Sophie highlighted a key statistic: while only 8% of Gen Z pay attention to celebrity endorsements, a striking 50% rely on recommendations from family and friends. This demonstrates a preference for personal and trusted voices over high-profile figures. Gen Z’s skepticism towards traditional celebrity influence underscores their desire for authenticity and meaningful connections, which campaigns must prioritize when seeking to engage this demographic.

Interests and Values

• Gen Z’s voting patterns reflect a shift from party allegiance to issue-based decisions. Topics like the economy, cost of living, and student debt dominated their concerns.

• Julia pointed to a widespread resignation among young voters, many of whom feel their voices are not being heard. Jahnavi and Jenk emphasized that while Gen Z is highly engaged and empathetic, they are also pragmatic, often associating candidates with tangible benefits like economic stability.

Sustaining Engagement

• To keep Gen Z politically active, the panelists agreed on the need for systemic changes in civic education and outreach. Jahnavi stressed the role of teachers and schools in fostering civic knowledge and engagement.

• There is also hope for a future where more members of Gen Z run for office, offering representation that aligns with their generation’s values.

Key Takeaways

The 2024 election highlighted both the potential and the challenges of engaging Gen Z in the democratic process. While their turnout and influence were significant, barriers like disenfranchisement and distrust in the political system remain. Moving forward, political leaders and educators must create spaces where young people feel heard, valued, and empowered to make a difference.

By understanding the unique motivations and preferences of Gen Z voters, we can build a more inclusive and representative political landscape—one where every voice counts.

To watch the entire Power at the Polls video, click here: https://www.linkedin.com/events/7272093380908621826/comments/ 

About The Panelists

Jahnavi Rao

President & Founder, New Voters

Jahnavi is the President and Founder of New Voters, a national organization that has activated tens of thousands of high school students across 39 states to register and vote. As Director of the New Voters Research Network at UMD's Center for Democracy and Civic Engagement, she focuses on high school political behavior, offering unique insights into Gen Z's civic engagement. Jahnavi's leadership has empowered over 300 student leaders to participate in elections, making her a recognized authority on mobilizing young voters. A Forbes 30 Under 30 honoree, she graduated from Harvard College in 2023 with a degree in Government.

Jenk Oz

Founder, Thred Media

Jenk is a 19-year-old social entrepreneur, public speaker and social change activist, as well as the Founder & CEO of Thred Media, a 100% social change focused enterprise that specialises in Publishing, Consulting and Production aimed at Generation Z.

Sophie Beren

Founder, The Conversationalist

Sophie Beren is the Founder and CEO of The Conversationalist, a non-partisan educational platform empowering Gen Z to bridge divides and increase civic engagement. Through initiatives like the Gen Z talk show POVz and a network of campus correspondents nationwide, Sophie has reached over 150,000 young people, equipping them with tools to engage in meaningful dialogue across differences. A Forbes 30 Under 30 honoree in Education, her expertise in connecting Gen Z through conversation has been featured by major outlets like Good Morning America and The Washington Post.

Julia Peterson

Director of Consumer Marketing, Archrival

Julia is the Director of Consumer Marketing for youth culture agency Archrival. She has a passion for Gen Z consumer behavior and has been leading on-the-ground and global research for culture-making brands like Hollister, Spotify and adidas. She has a knack for distilling insights into actionable strategies that propel new ways to view marketing, brand positioning and products. She's a dog mom of two and loves to talk about what makes people tick.