Gen Z is more likely than other generations to connect with politics based on specific issues and values, rather than party affiliation. As we investigate Gen Z’s new modes of political engagement, we outline five of the political issues they’re most concerned with.

On the hunt for political information but increasingly avoiding mainstream media (see Key Stats), Gen Zers are finding alternative sources, prioritising informality and pop-culture relevance. From social media’s amateur 'info-encers' (information influencers) and educational older experts to 'edgelord' podcasters (media provocateurs, usually men), we outline key formats and voices securing attention.

In the US, 89% of Gen Zers say they’ve watched livestreamed content (e.g. gaming, vlogging and entertainment news/discussion) on platforms including Twitch (US) and Kick (Australia) (Marketing Charts, 2023). Now, targeting their viewership that’s heavily skewed towards men, these platforms are transforming into soapboxes for political discourse and peacocking – making them key arenas for reaching Gen Zers beyond election cycles.

While new sources are piquing their interest in politics, adult Gen Zers still tend to remain electorally absent (see Key Stats). For brands, encouraging them to vote can be a prime opportunity to win their admiration – considering 58% of global 18- to 27-year-olds say they assume the worst of brands that stay apolitical (Edelman, 2024). Echoing US Elections 2024: Brand Engagement Highlights, we spotlight major activations.  

Memes and, unsurprisingly, a high level of internet culture literacy provide the strongest currency in captivating Gen Zers’ political interest on social media, especially on TikTok. Some American, British and European politicians are catching the right vibes in their online comms by correctly blending levity and conviction, delivering powerful wider lessons on what tonally lands with Gen Zers.

In the US, 76% of consumers want election content from the influencers they follow (Collective Voice, 2024). In the US, UK and Europe, influencers are finding their spot on a spectrum of political engagement – from Ardent Activists, Diehard Party Players and the New Representatives, to Non-Partisan Participants and Part-Time Political Creators. We outline the key cohorts.