how kamala harris is mobilizing the most underrated political audience: gen z
Despite his success with older conservatives and more traditional minds preoccupied with preserving older traditions rather than embracing modernity & inclusivity, Donald Trump still finds himself less favored amongst arguably the most loyal & action-driven group: Gen Z. With their domination of social media, they are one of the most important demographics to target — more and more established celebrities & even news anchors are employing younger interns to help them appeal to the younger generations. Issues like college debt forgiveness and abortion rights are perhaps the most prevalent to this group as well, since their futures rest upon these issues and the trajectory of their lives could forever change based on the direction these issues go in, in the future. According to Newsweek, they reported that as Civiqs (an online opinion polling and data analytics company) polled those 18-34 over the past two weeks to see who they favored (Trump or Harris), 57% favored Harris, while only 37% backed trump. Could Gen Z be the tipping point that installs our first female, women of color president in the oval office?
Gen Z is primarily social media natives, who have grown up with social media being at the forefront of their lives and therefore speaking fluently in the nuanced digital language. SproutSocial said it best: “they are highly connected and socially conscious.” They can sniff out disingenuous marketing or self-promotion from a mile away, meaning Harris’ campaign, based on relatability and prioritizing online culture rather than scoffing at it, is a surefire way to get the backing of many loyal, passionate Gen Z voters. On her social media, she is employing the tactic of balancing self-promotion and policy stances with light-hearted, relatable posts catering to online trends & pop culture.
With such an influx of marketing and brand promotion, a lot of online users have become indifferent to the constant advertising with every scroll. It has become more difficult to appeal to them. Aleks Stojanovic, Head of Social Media & Content Strategy at Trndsttrs, spoke to SproutSocial about this phenomenon, saying “We [Gen Z] grew up surrounded by lifestyle advertising, celebrity co-branding, event sponsorships—we’ve seen it all. Brands still use these tactics, of course, but it’s harder to make an impression now because we’re so used to it.” Grabbing their attention is only part of the process of garnering a devoted following. These days, it is imperative to come across as genuine and transparent to contrast the shallow marketing schemes flooding their feeds. Kamala Harris is doing both of these things, by going the route of creating a connection with voters rather than setting a clear boundary like Donald Trump, based on allegiance to him & his MAGA rhetoric rather than to a focus on relatability and genuine connection. Beyond this, Kamala Harris presents herself as composed and classy, making comments alluding to Donald Trump’s inauthenticity and multiple legal offenses by saying she “knows his type”, based on her time as a prosecuting attorney for the state of California. This isn’t just a dig — he was found guilty of 34 counts of falsifying business records…
No politician is perfect. With the intricacies and nuances of Washington, you’ll be hard pressed to find an advocate with all of the perfect stances, records or past statements. People make mistakes and even if they have 90% of the “right” opinions and stances in your eyes, chances are there will always be at least 10% you disagree with. However, it is important to remember that the quote “progress over perfection” applies to this election as well as any others. With the overturning of Roe vs. Wade and exclusive, hurtful plans to obstruct the rights of so many people who still struggle with acceptance in this country, the ethics and foundations of this country for freedom (the power or right to act, speak, or think as one wants without hindrance or restraint, according to Oxford Languages — think… book bans, abortion rights, gay marriage…) are imperative to protect. While short-form content targeted towards younger audiences may not be the most ideal way to learn statistics and politics, it is still a way to reach new voters in a way tailored to their styles of learning & consumption. Reading non-biased news sources is also a great way to feel more comfortable in your stances, since many Republicans weaponize the consumption of CNN or other left-leaning news sources.
Another positive for Kamala’s campaign is that, according to a quote from Gen Z panelist Clay Lute gathered by eMarketer, “We have to care, because we’re the ones that are going to be here for the next 70 or so years. We’re going to reap the benefits—and possible consequences—[of our actions now].” In contrast to her opponent’s stance on the environment — “drill baby drill” —, Kamala Harris has been a successful advocate since her days as California’s Attorney General, suing big oil companies and according to CNN, “investigat[ing] Exxon Mobil for its role in climate change disinformation. While in the Senate, she sponsored the Green New Deal resolution. And as vice president, Harris made the crucial tie-breaking vote to pass Democrats’ historic climate bill.”
Whatever party you belong to, the important thing is that you vote in this election for not only your own personal gain & freedom but for the rights of your fellow man too. This country was not built alone, but with the convictions of so many colonists who dreamed of a brighter future. Suffragettes paved the way for young women like me to have a say in issues like this and black activists, like Martin Luther King Jr., are the reason for dismantling the system that denied black populations the same rights as anyone else. Although we still have a long way to go in terms of inclusivity, kindness, and teamwork in this country, electing someone with the purpose to prioritize community & democracy over division & self-prioritization is incredibly important at this point in time — and forevermore. It’s ultimately up to you to decide, but hopefully your heart and moral compass are front & center when you’re standing in front of the voting machine come November.
