According to NBC exit polls, in 2024, President Trump picked up a larger proportion of voters under 30 than any Republican presidential candidate since 2008. Although young Americans tend to vote less than other age groups, they ultimately make up over 20% of the eligible voting population, and getting them to engage with policy issues meaningfully is crucial for shaping the policy arena. To effectively engage them, policymakers, campaigns, and advocacy groups should adapt their messaging strategies to align with how they consume information and what issues matter most to them. Here are three strategies to make modern policy messaging resonate with younger audiences:
Digital-First Communication: Pew Research finds that 78% of young adults say they at least sometimes get their news from social media sources. Over 91% say they use digital devices to find and engage with news. It is clear that, if you want to reach young voters, you must tap into social media and digital communication. Short-form, visually engaging content performs best with younger demographics, so we advise that young voter-targeted messaging be optimized for platforms like Instagram, TikTok, and YouTube. Infographics, explainer videos, and interactive posts can also help break down policies that may be complex for inexperienced voters into digestible formats that encourage sharing and discussion.
In that same vein, young voters are highly influenced by peers, activists, and content creators they follow. Partnering with digital influencers, educators, and community organizers who already engage young audiences to spread policy information can amplify your message in an organic and credible way.
Focus on Policy Issues That Matter, and Deliver Them Authentically: Younger voters traditionally prioritize issues like climate change, student debt, healthcare, and economic opportunity. There are also emerging issues that impact younger voters, like those surrounding mental health issues, and the impact of social media and lack of community. And yes, many young voters still value policy centered around social justice and equity. To connect with a younger voting block, we recommend researching how your policy messaging impacts young voters or connecting your policy to existing issues that they typically mobilize around.
Additionally, younger demographics are quick to disengage from overly scripted or insincere messaging. Instead of generic campaign slogans, policy discussions should feel conversational and genuine. We advise incorporating real stories, behind-the-scenes insights, and direct engagement through live Q&As or AMAs (Ask Me Anything) to help build trust and make voters feel connected to the messenger—and thus the message.
Make Participation Easy & Accessible: Messaging is nothing without action to back it up. Young voters are showing up to elections at higher rates than previous generations but many factors still contribute to lower overall turnout, like a lack of civic education and logistical barriers to voting. Combating these barriers to engagement is crucial for moving young voters from discussing policy to showing up and engaging with their voices and votes. How can your messaging combat these obstacles? We advise combining your policy messaging with clear, easy-to-follow guides on how to participate. Instructions on voter registration, election deadlines, and where to engage with policymakers can make a huge difference in moving messaging from the screen to real-life collective action. Utilizing interactive tools and SMS reminders can also encourage voter participation and simplify the engagement process.
Engaging younger voters requires messaging with a modern, digital-first approach that prioritizes authenticity, accessibility, and relevance. By meeting them where they are, addressing issues they care about, and fostering meaningful interactions, policymakers and campaigns can increase the chances of their policy message making meaningful headways with young voters.
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