Friday, December 2, 2022

Generation Z

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Young Voters Were a Big part of the Red wave in FL – Zoomers...

Exit polls show Democrats lost seven points with Zoomers between 2018 and 2022 and the GOP gained five in an important shift. Tuesday night’s blowout...
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Beware the Establishment Call for Unity

“While the sudden call for unity may be politically convenient to keep the establishment in power, evidence doesn't support that young people want lukewarm...
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Gen Z is More Conservative Than You Think and Willing to Protect Traditional American...

Younger voters may simply be more willing to wield the power of government to combat destructive globalist policies and protect traditional life. New polling shows...
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Biden’s Approval Rating Has Taken a Beating with Hispanics and Young People and It...

Leftists are finally waking up to the reality that President Biden’s dwindling approval ratings with Hispanics and young voters will likely result in lower...
Market Research Foundation

Trump Approval Rating Higher than Biden’s with Gen Z and Millennials

A string of new polls show President Joe Biden’s approval rating falling by double-digits in the past year with Gen Z and millennials, even...
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New Hampshire Youth Poll Hints at GOP Opportunities with Young People

Young people strongly favor Republican Governor Chris Sununu over New Hampshire's two Democratic Senators. Democrats have long held that young voters are the future of...
Market Research Foundation

Bad News for Neocons Young People are Largely Unmoved by Globalist Arguments

“New data from the Harvard Youth Poll shows the vast majority of young people have little interest in increasing America’s role in ‘global politics’,...
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Young People Mistrust the Media Wall Street and Big Tech by Huge Margins

Young people mistrust Wall Street, the media, Facebook and Twitter by a margin of well over three to one. A new Harvard Institute of Politics...
Millennials have been the focus of the “youth” vote for over a decade now.  However, the upper end of this generation is now in their late-30s and a new youth cohort is coming onto the scene.  This new generation, Generation Z, will play a huge, if not defining role in the 2020 and 2024 elections and significant research is needed to understand who they are, what motivates them and how to reach them with messaging.

Why Focus on Generation Z?

Generation Z, currently defined as those born after 1995 (with a lower cutoff yet to be determined) outnumber every other living age cohort in the nation at 26% of the population. For years, analysts, pundits, and political parties have lumped Generation Z in with its immediate predecessor, Millennials. For a while, conservatives have attempted to bring younger voters into the party, with poor results, and largely now concede these votes to the left. Democrats have capitalized on the Millennial vote and support – former President Obama won 60 percent of the millennial vote in 2012. However, in recent years the Democratic party’s stronghold on younger voters has been slipping, and preliminary research indicates this is a result of the youngest voters – Generation Z.  In 2016, Generation Z’s first Presidential election, Hillary Clinton underperformed Obama’s 2012 numbers among young voters by 7 points.  If conservatives want to be successful in elections through the next generation, they must understand Generation Z and capitalize on the potential that exists with this group of young potential voters.

New Research

Market Research Foundation conducted an online study of n=1,501 members of Generation Z between the ages of 13 and 23, the members of the generation old enough to be aware of political and cultural news and trends. The 15-minute survey covered a variety of political and civic attitudes and in-depth demographics. The total sample is representative of the United States population aged 13-23 on age, gender, race and region.  Data was collected from February 19 – March 3, 2019.