Political Momentum in Gen Z: A Path to Greater Impact in 2024

Building on our ongoing Gen Z work, supported by the Walton Family Foundation and The Overbrook Foundation, in this phase we asked Zoomers about their expected participation and party support in the upcoming presidential election, enthusiasm and motivation, and political allegiance. Understanding how to better engage and connect with this key voting bloc is essential in amplifying Gen Z’s power to drive change at the local, state, and federal levels.

Key Findings

• Gen Z Is Less Loyal to Major Political Parties and More Uncertain About 2024 Choices. Gen Z shows weaker allegiance to the two major political parties compared to older generations. However, many feel they don’t have enough information about either party. Young voters support Kamala Harris over Donald Trump, but many remain undecided.
• Youth Voting Lags Behind Older Generations, but Gen Z's High Electoral Participation Signals Potential for Greater Influence in 2024. Despite demonstrating higher turnout than previous generations at the same age, fewer than half of Gen Z respondents said they will definitely vote in the 2024 election, and one in four are eligible but not yet registered to vote. However, Gen Z’s share of the electorate can grow significantly with targeted efforts to register eligible voters.
• Gen Z Shows Increasing Political Activity and Enthusiasm Since January 2024. Although Gen Z is less likely to consider themselves politically engaged than older adults, our data suggest that their political activity is on the rise as we draw nearer to the 2024 election.
• Gen Z Feels Less Informed on Issues, but Is Motivated by Loss of Rights. Gen Z is less confident in their understanding of both local and national issues compared to older adults. Despite this, issues such as the loss of rights and freedoms drive them to get involved. Other issues, such as climate change and gun violence, evoke mixed reactions.
• Black Gen Z Women Will Play a Pivotal Role in 2024. Young Black women are driving a significant surge in enthusiasm for the 2024 election, with their support for Kamala Harris standing out markedly compared to other demographic groups. Their engagement is fueled more by their support for Harris and her policies than by opposition to her opponent.