US Elections 2024 Update: Youth Issues, Engagement & Merch

Published 19 September 2024

2 min read

Given the influential role young people played in the 2020 election – combined with the fact that 31% of Americans aged 18-34 say they don’t know who they’ll vote for this year (Tufts, 2023) – youth are an essential focus in the 2024 presidential campaign. From key issues to trend-conscious merch, we explore how youth culture is impacting American politics.

  • Key Issues: Over half (53%) of young people (18-34) say the cost of living/inflation is their top issue, followed by access to jobs that pay a living wage (28%) (Tufts, 2023). Young voters (18-29) also say they support a permanent ceasefire in Gaza (51%), and believe there’s an immigration crisis (53%), while only 9% think the country is headed in the right direction (Harvard, 2024).

  • Driving Youth Engagement: While many young people are politically motivated, they’re choosing their own way to participate politically. Gen Z is most likely to express their political beliefs by following or unfollowing celebrities and politicians on social media (37%), signing a petition (34%), or boycotting a company or product that clashes with their beliefs (32%) (NBC, 2024). However, they’re keen to avoid political talk at work, with a third having lied about their beliefs to avoid conflict (Enhancv, 2024).

  • Feeding the Merch Machine: Echoing trends we note in The Merch Boom, merchandise has become a key tool used in both the Harris and Trump campaigns to entice young voters. Pop-culture references are driving Harris’ strategy, with a camouflage baseball cap nodding to one sold on tour for American singer Chappell Roan; and ‘Harris-Walz’ friendship bracelets, referencing the ones Taylor Swift fans trade at concerts and released following the pop star’s endorsement.

    While Trump’s campaign also sells a camo hat and a T-shirt that resembles merch from Swift’s Era’s Tour, it’s prioritising more expensive products – including sneakers, bedazzled clutches and digital trading cards featuring Trump’s likeness.

For more on the US presidential election, see The Brief.

  • Key Issues: Over half (53%) of young people (18-34) say the cost of living/inflation is their top issue, followed by access to jobs that pay a living wage (28%) (Tufts, 2023). Young voters (18-29) also say they support a permanent ceasefire in Gaza (51%), and believe there’s an immigration crisis (53%), while only 9% think the country is headed in the right direction (Harvard, 2024).

  • Driving Youth Engagement: While many young people are politically motivated, they’re choosing their own way to participate politically. Gen Z is most likely to express their political beliefs by following or unfollowing celebrities and politicians on social media (37%), signing a petition (34%), or boycotting a company or product that clashes with their beliefs (32%) (NBC, 2024). However, they’re keen to avoid political talk at work, with a third having lied about their beliefs to avoid conflict (Enhancv, 2024).

  • Feeding the Merch Machine: Echoing trends we note in The Merch Boom, merchandise has become a key tool used in both the Harris and Trump campaigns to entice young voters. Pop-culture references are driving Harris’ strategy, with a camouflage baseball cap nodding to one sold on tour for American singer Chappell Roan; and ‘Harris-Walz’ friendship bracelets, referencing the ones Taylor Swift fans trade at concerts and released following the pop star’s endorsement.

    While Trump’s campaign also sells a camo hat and a T-shirt that resembles merch from Swift’s Era’s Tour, it’s prioritising more expensive products – including sneakers, bedazzled clutches and digital trading cards featuring Trump’s likeness.

For more on the US presidential election, see The Brief.

Harris Victory Fund

Chappell Roan

Harris Victory Fund

Trump Store

Trump Store

Trump Store

Harris Victory Fund

Chappell Roan

Harris Victory Fund

Trump Store

Trump Store

Trump Store