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As the 2024 Presidential election rapidly approaches, the political landscape in the United States remains deeply divided. However, there are several issues where American consumers, particularly Generation Z, find common ground.
A new report from Collage, titled “New Independents,” reveals that Generation Z is largely rejecting long-established political identities. This age group is resolute about the issues they find important and seeks to build communities with those who share the same interests and values.
Gen Z’s Buying Habits Influenced by Brands’ Stances on Social and Political Issues, Study Finds
According to the study, a third of Gen Z would start or stop buying from a brand based on its response to social and political issues, or the lack thereof. As the generation’s faith in institutions fades, brands must engage them by speaking up and taking action on the issues they find important.
Among other findings, the report explains that many Gen Zers are uncertain about their political identity, with 34% of Gen Z new voters rejecting political labels. Furthermore, 33% of newly eligible voters say they would not vote Republican or Democrat. Before President Biden’s recent exit from the upcoming election, a majority of young voters indicated they would replace both candidates if they could.
Gen Z’s Distrust Extends to Congress, Media, Tech, and Criminal Justice, Study Shows
Gen Z’s distrust of institutions extends beyond the presidency. Many also have little trust in Congress, the news media, large tech companies, and the criminal justice system. The full report, available by request, elaborates on how trust must be earned by Gen Z and provides details on how to gain that trust.
In an additional, unrelated study by Collage titled “Navigating Polarization,” the deep cultural and demographic divisions within the country are highlighted. The report reveals that 47% of Americans say their political beliefs have increasingly become a part of their identity. Among those who stated this sentiment, 61% identified as liberal while 55% identified as conservative.
Navigating Political Polarization: Insights for Brands and Voters Alike
Despite their differing political perspectives, a significant number of voters are concerned about polarization in the country. The study found that 84% of liberals and 82% of conservatives are worried about the current political divide in the U.S. The report suggests that brands can navigate this polarized landscape by finding common ground, as liberals, centrists, and conservatives share many common traits.
As the nation heads towards a crucial election, the insights from these reports underscore the importance of understanding and addressing the concerns of Generation Z and the broader electorate. Brands, in particular, have a pivotal role to play in fostering trust and unity in a divided political environment.
Read more about Collage Group’s News Coverage & Press Releases.