Gen Z Voter Trends in 2024

In 2024, 41 million Gen Zers were eligible to vote, 8 million for the very first time, making them one of the largest and most significant voting blocs in the recent election. The headlines regarding Gen Z following November 5th ranged from critical (BuzzFeed: "The Internet Is Roasting Gen Z For How They Voted In The 2024 Election") to surprised: Independent UK: "Gen Z Caused the US Election Shock – and could do the same here"). Gen Z's voting was unexpected and key to the election results. USA Today reported, "On election day, Gen Z turned out for Trump, with 49% of Gen Z men voting for him and 47% voting for Harris, according to NBC News exit polling. Trump also gained some ground with Gen Z women, though that same exit polling shows 61% of these voters still went for Harris. In 2020, voters under 30 largely went for Biden (59%) over Trump, according to a Pew Research Center analysis." Slate reported, "Tufts University found that 56 percent of men between the ages of 18 and 29 voted for Trump. Biden won that same demographic by 6 points last cycle. Other exit-poll analyses depict a more complicated picture, with young people voting for each candidate at relatively equal margins, but that is still a far cry from the overwhelming numbers put up by young people for Obama, Kerry, and Gore. It was a rude awakening for many Democrats. The assumptions that they long held about the denizens of America’s future—that they would reflexively vote left, no matter what—were simply not true in 2024."

While Gen Z voting trends surprised many, several key values and traits became apparent in the reasons for how they chose to vote: 
• Gen Z values financial security (the economy is important!)
• Gen Z values authenticity (they follow/choose those whose message resonates with their lived experience)
• Gen Z values identity and individualism (they want to feel seen, valued, and empowered)

While these values led to different voting decisions for different Gen Zers, they emerged as critical and worth noting for those who lead, engage, and seek to encourage young people today.  

Regardless of how we personally voted, I believe there are several key takeaways from this election for every leader of Gen Z: 

• We need the input of Gen Z as we engage the next generation

The votes of young men proved key to Trump winning this election. Independent reported how earlier this year, when Trump, 78, began trying to court young male voters by engaging with YouTubers and podcasters, he was surrounded by middle-aged campaign aides. So, the former president turned to his youngest son for his advice. Trump's 18-year-old son Barron is said to have had the last say on which podcasts the Republican appeared on during his campaign. Despite criticism from some, the strategy worked. 

Who are the Gen Zers in your organization, on your team, or in your family who can provide valuable input? How are you giving them opportunities to do so? 

• Gen Z is individualistic and independent; avoid assumptions

Independent explained, "This latest generation is particularly fluid. And not just in America. After all, Gen Z inhabits an unprecedentedly fragmented media environment, with more choice than ever before in news, opinion and content. And party identification appears to be on the decline, with young Americans increasingly likely to call themselves independents." Gen Z is unlikely to demonstrate loyalty to an organization, association, or even political party. They are drawn to those whose message resonates with their individual needs and experiences. 

How are you listening to and connecting with the young people around you? How could you communicate more effectively with the Gen Zers in your life? 

• Gen Z wants someone to believe in them

AP recently reported, President-elect Donald Trump on Friday named Karoline Leavitt, his campaign press secretary, to serve as his White House press secretary. Leavitt, 27, currently a spokesperson for Trump's transition, would be the youngest White House press secretary in history. Trump said in a statement, "Karoline is smart, tough, and has proven to be a highly effective communicator. I have the utmost confidence she will excel." While there are many Gen Zers who feel devastated about a Trump win, those who support him see him giving young people opportunities and expressing belief in them. Regardless of our political persuasion, showing Gen Z we value them in the words we speak and the opportunities we provide goes a long way toward building followership. 

How are you expressing belief in the young people around you? How can you create more opportunities for them to contribute and gain experience? 

The Atlantic summarized, "Of course, whatever happens next won’t affect all young adults in the same way—and ultimately, more voters under 30 still chose Harris than Trump. But anyone who was surprised by Gen Z last week might want to stop assuming they understand the young people of the world, and instead start listening to them."