The Youth Wave is Here
Gen Z, Civic Engagement, and What It Means for Brands Beyond 2020
Edited by Director & Editor of Research, Irene Pedruelo
One thing is clear about this election: young people showed up. Despite all of the challenges posed by the pandemic, complexities of the American voting system, and any persistent stigma of apathy — data shows there was an increase in youth voter turnout from the 2016 election, particularly in the states that held the greatest weight towards the outcome. This year also marked a turning point in the savviness across brands, organizations, and politicians alike to engage young people by meeting them where they are. Between Snapchat’s in-app voter tools, AOC’s Among Us Twitch stream, and the ability to practice voting in Minecraft — on top of the many efforts from celebrities and influencers like David Dobrik — the message broke through to young people this year.
We know that the surge towards civic engagement we’re seeing today is not going anywhere soon. Our latest research from over 2K Gen Z members (ages 13–25 across the country) found only 4% say that this election has made them less interested in politics and civic engagement. 69% say they are more interested in politics as a result, with 52% saying they are more interested and they plan to stay involved — including ensuring elected representatives follow through on campaign promises. This generation is arguably bearing the greatest weight of America’s cascading challenges as well as rising to meet them at the same time. From phone banking with The Sunrise Movement to mobilizing each other to volunteer as poll workers — Gen Z didn’t just turn up to do the thing, they turned up (and are continuing) to take action and steer this ship.
Almost all (94%) of our survey respondents say they believe participating in voting is important; with 74% saying it is extremely important. Among those who confirmed they voted in the election, the top answer to why they did (at 72%) was because it is important to the future of our country. 71% said they did so to ensure their voice is heard and their vote is counted, and 69% said because they believe voting is a civic duty and personal responsibility. For young people in particular, this election had much more to do with the issues on the table than any particular candidate. When we asked why they voted — 64% say they voted to make change on issues that they care about, while 53% said to ensure their preferred candidate wins.
What issues are most important for Gen Z moving forward? They continue to be the same issues driving their vote we asked two months ago. Racial justice and all issues related to Black Lives Matter, anti-racism, and ending police violence is the top answer with 68% saying this is important to them now that the election has passed, and 67% say COVID-19 response is key. These have consistently been the top two issues on young people’s minds since June. The next three are also in line with what we know young people care about the most and where they feel the most impact: 63% said mental health, 61% point to climate change, and an equal number (61%) say education, and all issues related to access, affordability, etc. Meanwhile 57% list student loan debt as a top issue of importance. Moving beyond November, they want real, meaningful, and lasting action beyond the talk.
“Being apolitical is no longer an option for many people. I feel like it is my duty to vote for the change I and my generation would like to see, and it’s been very relieving to see others share this sentiment.” — 17-year-old, Massachusetts
“I’m not only following the presidential election. I’m also following Senate races that could determine which laws are able to pass and whether our current president-elect will be able to achieve his agenda and keep his promises. I’m also following my senators’ and representatives’ campaign promises and closely inspecting their voting records in Congress.” — 18-year-old, Texas
“Before this election season, I wanted almost nothing to do with politics; it had nothing to do with me. I now realize the privilege I have to be able to say that and I want to make an effort to support other people who this does affect and not just myself.” — 16-year-old, Virginia
“A lot of candidates make promises that they end up de-prioritizing in favor of a pursuit of other policies, which is understandable. However, some issues, like climate change or gun control, cannot continue to be pushed to the side.” — 18-year-old, Connecticut
“This election has spoken to my generation, the upcoming voters, and I think it is important to stay involved now that I will soon be able to use my voice in events such as elections.” — 18-year-old, Florida
Yes, brands should use their platforms for democracy.
Over half (54%) of our members shared they noticed brands getting involved in get-out-the-vote (GOTV) efforts, with the primary focus being the social media companies: Instagram, Snapchat, and YouTube got the most top-of-mind mentions among respondents for getting involved in efforts around the election. Nike, Levi’s, Target, American Eagle, Ben & Jerry’s, Old Navy, and the NBA received the most mentions aside from these core platforms. When asked what stood out in their efforts, what came across most often was a brand’s persistence and consistency in messaging, particularly as it related to encouragement around the impact and importance of voting as well as driving urgency to do so. There was also a clear acknowledgement of whether or not the messaging was helpful — if it provided resources or other tangible how-tos, aside from the push itself.
While some certainly question the role or motivations of a brand’s voice in the election, the majority of Gen Z sees brand engagement in a positive light. Well over half (66%) say they believe it is important for brands/companies to engage in GOTV and other efforts to support democracy, with 29% saying it is extremely important. While many caveat with the necessity of brands to stay non-partisan and unbiased, the prevailing sense is that American democracy requires an all hands on deck effort, and that brands have a responsibility to get involved due to the size of their platforms and undeniable scope of their influence. As we’ve seen in past research, Gen Z’s expectations of brands go far beyond the sidelines. Even for those who disagree with the importance of brand involvement, the broad sentiment can be summed up as a shrug, with many sharing an echo of this 16-year-old boy in Florida: “I do not believe it is corporate Americas’ job to “spread the word” although I do believe it is greatly needed.”
We were curious to dig into: do brand efforts here change how Gen Z feels about that brand? The biggest win we uncovered, which should raise a brow for any brand with an eye on social impact and purpose, is that brand involvement in the election is a core driver of credibility. Among respondents who shared they did notice if a brand got involved, 37% said it made them more likely to believe this brand wants to make a difference on causes they care about. A quarter (25%) said they like this brand more as a result and 23% said they are more likely to want to work for brands that get involved, such as giving employees time off to vote. Only a third (35%) said that brand engagement in the election did not change how they felt about them.
“What stuck out to me was the brand’s ability to put their own company and products on hold to promote what is more important at a specific time.” — 18-year-old, Ohio
“I think that when brands go beyond “vote” and actually explain to their following why voting is important, it sticks more with me because I know they understand the importance and want to genuinely educate people. Sometimes brands can virtue signal, just promoting voting to be trendy, but when brands genuinely educate and provide resources and information about voting, I am more impressed.” — 17-year-old, Pennsylvania
“Instagram gave me numerous information and resources on how to register to vote and where to find polling places. Although I am not eligible to vote yet because I am seventeen, I shared my newly found information to my family members.” — 17-year-old, Texas
“Brands and advertisements are one of the main take-ins of information in today’s society, so having brands reaching out to the people to vote shows that they care.” — 16-year-old, Texas
“Although it is important for brands to get involved, it also is important for them to express why, rather than just being a nuisance at the top of the screen.” — 21-year-old, Tennessee
Bottom line? The civic engagement of 2020 is only the beginning — throw any notions of Gen Z apathy out the window. For politicians, brands, and organizations, and everyone in between, recognizing the power of this generation and deeply understanding what matters to them is critical. Their voice is only going to grow louder.
