“At the end of the day, we only have ourselves and our voices. If you don’t speak up for the things that matter, then nothing will change.”Â
– Taylor Swift, Miss Americana
With President Donald Trump’s recent inauguration, the power of young voters has become increasingly evident.
Throughout the 2024 election cycle, both Harris and Trump strategically targeted the increasing young voter demographic. Former Vice President Kamala Harris’s campaign spearheaded the political utilization of social media voter outreach. Harris’s use of social media to connect with constituents became a central pillar of her campaign strategy, and she successfully revolutionized many young voters using this method. From the beginning to the end of Harris’s campaign, social media— specifically TikTok —was a strategic tool. Harris embraced memes and popular internet trends with the hope of enticing younger audiences and building an “approachable” online persona. At rallies, Harris hosted guests such as Lady Gaga, BeyoncĂ©, and Kerry Washington, who subsequently used their platforms to advocate for the social and political issues supported by Harris’s political campaign. This approach encouraged young (mostly female) voters who idolize or otherwise respect these celebrities to make their way to the polls and vote similarly. Â
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President Trump also utilized social media to connect with voters, but not in the same way as Harris. Trump made appearances on male-oriented podcasts and shows such as The Joe Rogan Experience and The Glenn Beck Program. Via these platforms, Trump honed in on the young male voters and utilized informal conversations with the host to appeal to that demographic. Trump also upped his presence on social media, frequently posting about policies he intended to prioritize during his presidency, energizing young conservative voters by reinforcing the idea that the things they care about would be protected under his administration. Simultaneously, he became associated with powerful economic CEOs such as Elon Musk, Mark Zuckerberg, and Shou Zi Chew, bolstering an image of power in the minds of many young voters.
Despite the efforts of both candidates, youth voter turnout declined compared to the previous election. According to data from CIRCLE at Tufts University, in the last election cycle, over 50% of voters aged 18 to 29 cast their ballots; meanwhile, in the 2024 election, only about 42% of voters in the 18 to 29 demographic cast their ballots. If both candidates made efforts to appeal to young voters, why did the number of young voters decrease? Â
Surprisingly, though many young voters have voiced feelings of disconnection from the candidates or that their vote would make a valuable impact, a primary reason for young voters’ lack of turnout during this election cycle was voting barriers. Voting barriers can stretch amongst tons of conflicts that affect someone’s ability to vote, the most relevant of which include complex/strict processes, limited transportation/access to polls, or lack of education on how to gain access to an absentee ballot. As an out-of-state college student, I found it difficult to access an absentee ballot. The inability to locate the mailroom, access to printers, and trying to find time between schoolwork were all barriers I had to face when it came time to cast my vote.Â
Despite these barriers, 42% of young voters still managed to get to the polls. Although we need to increase this number, the efforts of those who did participate highlight the impact this generation has on the election. Voters aged 18 to 29 are the fastest and largest growing voter demographic in America. This population could significantly shape election outcomes in the next few decades, especially with an increase in voter turnout. Similarly, this demographic of voters champions progressive policies that may not have been prioritized in previous generations. With the Supreme Court at the most conservative it has ever been, numerous progressive precedents have been overridden in recent years. However, with the advocacy of young voters on issues such as social justice and societal reform, policies can still be enacted to repair the consequences of recent overrides. A prime example of this is climate change; according to H. Claire Brown in The Wall Street Journal, over 80% of young people aged 16 to 25 are concerned about climate change. From the recent wildfires in California to the hurricane surge in the Carolinas to the droughts and dangerous temperatures in Maui, many young voters of today fight so that these issues are highlighted and prioritized.
Young voters have the power to reshape the future of politics. From demanding accountability from candidates and prioritizing forgotten issues, our voices urge to be heard. Political participation is not just a trend— it is a movement driven by the sense of urgency young voters prioritize through the certainty of climate change, empathy of economic reform, and selflessness of social justice. While voter turnout may fluctuate, the underlying message remains clear: young voters are not only concerned about their futures, but are actively determined to shape them. As these voters continue to mobilize their impact, their influence will not only determine the direction of policies but also foster an inclusive democratic process that acknowledges the power of each voter’s voice. The question is no longer whether young voters will make an impact but how the political system will adapt to meet their growing importance and demands.Â