Friday, September 24, 2021

MRF Whitepapers

gen z low desire to go to colle

Can Trump Add First Time Millennial and Gen Z Voters Too?

Last week, Market Research Foundation analyzed the significant impact Non-college Whites could have this November if President Trump continues to add new voters to the rolls. An often-neglected segment when discussing low-propensity and non-college voters is young people: first time voters, college students, and disenchanted Millennials living at home with parents represent millions of potential voters – many of whom lean conservative and mistrust the Democrat Party. Millennials Living-At-Home Lean Right According to the Pew Research Center, a record 26.6 million 18-to-29-year-olds are now living with their parents, the highest number since the Great Depression. While the coronavirus and ensuing economic downturn is no doubt contributing to this, the number of young adults living with parents has been crawling upward since the early 2000’s. The share of young Whites forced to return home to live with their parents since March is growing significantly, and Pew estimates Whites accounted for about two-thirds (68%)...

The New Adults: How Generation Z is Shaping Up to be Conservative

What economic, social, political, technological, and lifestyle factors shape and modify the views of a generation? In their carefully researched book Pendulum: How Past Generations Shape Our Present and Predict Our Future, marketing innovators Roy H. Williams and Michael R. Drew document the variables that manifest unique sets of values and opinions based on generational experiences. The authors propose the pendulum hypothesis, that members of a generation adopt specific, fairly predictable values, as a result of the world events they experience at various ages. These clusters of values tend to shift like a pendulum at roughly 40-year intervals between a preference for more individualistic, ideological, and at their worst, impractical views, and more collectivist, pragmatic, and cautious views. Williams and Drew’s book, released in 2012, seems to foreshadow such political movements as Brexit, the United Kingdom’s swift rejection of a multicultural vision of Europe years in the making, and President...

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