Gen Z craves meaningful conversations and to feel genuinely heard—traits similar to  other voter blocs. What sets them apart though is their status as digital natives. Having grown up with quality content, often tailored to them through individual algorithms, they’re remarkably savvy and hyper-aware of authenticity. During AAPC’s recent webinar, The Gen Z Vote: Strategies for Mobilizing the Next Generation, Zandria Haines, SVP at SBDigital, put it well: “They’re informed, passionate, and expect accountability. Our challenge? Reaching them with the right message, and being real.”

What makes content authentic? Amanda Iovino, Principal at WPA Intelligence, suggested that it’s not about perfection: “Don’t let the perfect be the enemy of the good. Solid content, even with imperfections, is sometimes better on these platforms because it shows that authenticity… It doesn’t look like a politician did it; it looks like a human being actually created it.”.

Connecting with Gen Z authentically goes beyond messaging; it’s about the right medium too. Josh Scheinblum, Chief Creative Officer at Five Seasons Media, shared that platforms like TikTok, Instagram, and Snapchat are critical. “Gen Z spends hours on these platforms; it’s their news source,” he explained, underscoring that tailored, platform-specific content is essential. Candidates can’t just recycle content from one platform to another—it needs to be crafted for each audience and fit the vibe, so to speak.

Iovino added that Gen Z’s “news consumption is defined more by an algorithm than by a media market. They’re getting their news from who they follow, and however else the algorithms work,” reinforcing the need to meet this demographic where they’re at.

As for specific issues important to Gen Z, Sarah Horvitz, Senior Director at Bully Pulpit International, shared that they prioritize the economy, climate change, and affordability—issues directly affecting their lives. “They want candidates who are genuine,” Horvitz noted, emphasizing the importance of clear, direct communication that resonates with their experience as digital natives. 

Helping your candidates align with Gen Z’s values and create genuine, engaging content will build real connections. In a digital landscape where authenticity is paramount, delivering on this expectation is where campaigns will thrive.

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