As the 2024 election draws closer, the political landscape is being shaped by a new wave of young voters eager to make their voices heard. 41 million people within the Gen Z demographic will be eligible to vote come November 2024 — with 8 million of them being eligible to vote for the first time. And they’re not taking that responsibility lightly, because Gen Z is emerging as a powerful force with clear priorities for the future, made evident in a survey conducted by Her Campus in December 2023 — which gave insight into the priorities of Gen Z a year out of the 2024 presidential election — and more recently, a follow-up survey conducted in May 2024.
The December 2023 survey provided an initial look at the issues that were most important to Gen Z at the time, a little under a year out from the election. Reproductive rights, gun control, and climate change topped the list, reflecting the anxieties of young voters as they looked ahead to November 2024. Six months later, the May 2024 follow-up survey reveals both similar and different priorities for Gen Z. While some issues have gained importance, others have seen slight shifts in the attention of Gen Z.
One thing is clear from both surveys: Gen Z is not a monolithic group. The concerns of this generation are both varied and personal, all shaped by their experiences and the climate they navigate day in and day out. From reproductive rights to gun control and economic stability (or instability), these young voters are prioritizing action, and demanding it from their government officials. That said, there remains a significant misalignment between their concerns and those of the elected officials meant to represent them.
A striking 57% of survey respondents in May 2024 either strongly or somewhat disagree that elected officials care about the issues they prioritize. This staggering number underscores an unfortunate sense of complete disillusionment and frustration with the current political landscape. Narrowing in more on those that feel seen, only a small fraction, 15%, feel that their concerns are somewhat or strongly aligned with those of their representatives. Ouch.
When looking at the specific issues that matter most to Gen Z (outlined below), it becomes very clear that this generation is not only aware of the issues they face, but how ready they are to advocate for the solutions they believe in.
In May 2024, reproductive rights emerged as the most important issue for Gen Z, with 59% of respondents listing it as their top concern. (This marks a slight decrease from 66% in December 2023, though it still cements this issue at the top of the list of concerns.) Since the December 2023 survey, the ongoing debates and legislative changes surrounding abortion access have only intensified on the national level, and among among young voters who are fighting for autonomy over their bodies. With the continued — seemingly endless — conversation around personal freedom and choice heading into the first presidential debate on June 27, it is hard to imagine Gen Z losing steam on this top issue ahead of November.
Growing up in the wake of school shootings, young people are demanding stricter gun control laws…
Gun control also remains incredibly important among Gen Z voters. In December 2023, 55% of respondents identified it as a key issue, which is considerably higher than the 35% who responded the same way in May 2024. The issue still remains the second-most important topic to Gen Z between the two surveys, despite its dip. It is clear that growing up in the wake of school shootings, young people have been demanding stricter gun control laws, including background checks and restrictions on assault weapons.
Economic concerns, including job security and the rising cost of living, remain a significant concern for Gen Z as they consider the job market post-graduation. Although slightly down from 27% in December 2023 to 26% in May 2024, finances are still a major concern for students who don’t know what their lives will look like after receiving their diploma.
24% of survey respondents said education and student debt as the No. 4 most important issue for them this election cycle. Despite the Biden administration’s efforts to provide student loan forgiveness plans in the last six months, it still remains a stressor for young people today.
Her Campus has partnered with Gen Alpha organization, Rebel Girls, to amplify the voices of future and young female voters through data that shines a light on their most pressing political concerns. You can find data from Gen Alpha here. For more on Her Campus’s content surrounding the 2024 election, check out our Election hub here. We’re also going on tour to college campuses around the country, with our Her Campus Voices: Election 2024 Tour, which you can read more about here.
