Monday, August 15, 2022

Generation Z

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...

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’,...
gen z media

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...
Generation Z Foreign Policy

The GOP is Risking Gains with Young Voters by Reverting to a Neo-con Warmongering...

It’s been a week since President Trump’s reelection prospects were significantly diminished due in large part to apparent multi-state technical ‘glitches’ that miraculously seem...
Market Research Foundation Panels Less Taupe Blue

Trump’s Gains with Minorities and Young Americans are a Bright Light for Conservativism

The presidential election was thrust into chaos last Tuesday night after the mainstream media refused to call four delegate-rich states – Pennsylvania, Nevada, Michigan...

Of Course the Environment Matters but The Left Just Wants to Punish America

Last week, Market Research Foundation shared our findings on Generation Z’s populist identity and bipartisan support for America First approaches to immigration, foreign policy,...

Independents, Libertarians, or Populists? Young Americans Appear to be all Three

The Democrat Party hasn’t learned much from the election of President Trump. Rather than face the neglect millions of Americans suffered at the exploitative...
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.