Zooming Ahead: Gen Z's Power Surge in Politics and Business

In an increasingly digitized and interdependent world, a formidable new force is already making a change - Generation Z. Born between the mid-1990s to the early 2010s, GenZ, or “Zoomers” represent a generation shaped by unprecedented diversity, formal education, and global cultural awareness. Their coming of age marks a shift in societal dynamics, most saliently in the political arena and consumer behaviors. Namely,Generation Z will play a pivotal role in the 2024 election, and why categorically assuming that their support will be for the Democratic nominee is flawed. As a 2002-born Zoomer myself, I am undertaking deep, original research into my generation alongside my good friend Christian Figueroa and Stanford Researchers. As our book and analysis takes shape, I wanted to share a few thoughts.

1. The Undecided Linchpins: Whilst Zoomers feel strongly about the issues that impact them most, most feel disconnected from the traditional Republican and Democratic parties, feeling strongly that both Joe Biden and Donald Trump are poor choices to lead the ticket. With only 30% of Zoomers affiliating as Democrats, 24% as Republicans, and 28% as Independents in the 2022 midterms. It’s important to acknowledge that Gen Z’ers are more divided than any other generation in modern history, with individuals running to the political extremes of each party, and with a large coalition remaining persuadable, unsure where to affiliate. In short, Zoomer's opinions do currently lean left, however, the Democratic party does not own those votes, with the 2024 election serving as a critical test of the Democratic party’s agenda.

2. Demographic Influence: Generation Z is the largest single generation globally, accounting for almost 30% of the population, and poised to replace the Boomer and Millennial generation in positions of influence. As they enter the electorate and workforce their collective perspective is poised to shape the trajectory of our nation for years to come.

3. Values: Zoomers across the political spectrum feel strongly about social justice, equality, and environmental sustainability. Their commitment to impacting positive change is evident in their quick vocal advocacy for causes they hold dear. Politicians and businesses alike must align with these values to resonate with Gen Z constituents and consumers.

4. Digital Natives: Raised in an era defined by tremendous technological advancement, Gen Z is inherently adept at navigating this landscape. Their deep understanding of digital tools and platforms empowers them to influence discourse and drive engagement online, reaching larger audiences. A vast majority of Zoomers get their news primarily from social media, with YouTube leading the list and TikTok in a close second. Politicians and businesses must leverage this digital acumen to effectively connect with Gen Z.

5. Entrepreneurial Spirit: Gen Z demonstrates a remarkable entrepreneurial mindset, valuing creativity, innovation, and autonomy. Many are forging unconventional career paths or venturing into entrepreneurship or non-traditional roles. To appeal to Gen Z talent, companies must foster environments that nurture innovation and offer opportunities for growth and self-expression.

Trust in government has plummeted to historic lows, particularly among Zoomers, who came of age amidst seismic global events such as the 9/11 attacks, protracted conflicts in the Middle East, school shootings, COVID-19, and the climate crisis. They have seen firsthand the impact of their governments on citizens, and the negative implications of poorly designed legislation. In this era of immense skepticism and disillusionment, public servants and businesses alike face a critical imperative: to earn the trust of Gen Z consumers and voters through genuine engagement and meaningful action. Individuals on both sides of the aisle, such as Congressman Maxwell Frost are reshaping the narrative on where Zoomers ought to "fit in", throwing out the antiquated playbook, and starting anew.

Therefore, assuming Gen Z's unwavering support for the Democratic nominee overlooks the nuanced political landscape found within this generation. While a non-negligible majority of Zoomers do align with culturally progressive ideals, their voting behavior is not monolithic by any means, and is deeply influenced by their lived experiences, the domestic economic trends, and global events such as the Wars in Gaza and Ukraine. Unlike the generations that grew up in a relatively stable US-centric global order, Gen Z’ers are struggling with converging identity politics, an unprecedented level of cultural diversity, and a world seemingly plagued with conflict and confusion. The path forward for Zoomers is murky, and the 2024 election will be the first real test of their voting power. Political candidates must authentically engage with Gen Z's diverse perspectives and priorities to earn their support and enter the room with the understanding that Gen Z is indeed a new generation, with new ideas and new perspectives.

Like every generation before them, Zoomers are not a monolith. They are the most nuanced, complex, and globally aware generation in modern history. When discussing Gen Z, it's critical to intentionally dissect individual identities and affiliations in a more granular fashion to gain a full picture of their beliefs. As the adage goes, "The Kids are All Right" - and those who heed this wisdom will thrive in the fast-evolving Zoomer-centric future.

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Luc R. Saint-Genies was identified by the Chief of Staff Association as the youngest Chief of Staff to a major organization in the US, serving as Chief of Staff to the President of BCW’s Mid-Atlantic/South Region, and eventually in an acting capacity, the CEO of BCW Americas from 2023 to 2024. Saint-Genies has a rich background of youth activism and organizing, running for local office in 2023 and serving on political campaigns. Prior to joining Burson (BCW), Saint-Genies served as the youngest staffer at NASA headquarters, detailed to the the Office of the Administrator in 2022. Saint-Genies is now an Advisor to the Hon. Tom W Reed II and an Associate at Prime Policy Group in Washington, DC. Saint-Genies is also a member of The County's Editorial Board.