As Gen Z begins to make up a larger part of the electorate, political campaigns are now rethinking how they connect with various age groups. The approach that may appeal to one generation is unlikely to have the same effect on another, especially when looking across the Silent Generation down to Gen Z.
Each age group is shaped by different life events, habits, and ways of communicating, so campaign strategies must be customised to match those distinctions. This write-up highlights useful strategies for politicians aiming to send messages that connect properly with each generational group.
Campaigns are learning that one message doesn’t fit all (Photo: Alamy)Reaching Generational Cohorts with Political Campaigns
People born around the same period tend to develop shared values and experiences, and this often influences their behaviour and decision-making, especially in matters like politics, careers, and technology usage.
Although using age-based groups for campaign planning has been debated, it can still give useful guidance when layered over other forms of audience segmentation. Many political marketers believe in individualised outreach, but generational knowledge helps shape message style, tone, and where to push the messages.
To apply generational insights effectively in your campaign and fundraising efforts, look at each group’s preferred ways of communicating, how they embrace technology, and the values they hold close.
Political Communication Preferences and Generational Technology Adaptation
Different age groups relate to technology and communication channels in their own ways. Younger generations usually prefer switching between digital platforms smoothly, while older groups often stick to more traditional forms of engagement.
Email continues to cut across age groups as a reliable means of campaign communication. Whether it’s Boomers, Gen X, Millennials or Gen Z, email remains useful thanks to its easy-to-use format, personalisation features, and direct links to helpful information.
What Does Each Generation Value in Political Campaigns?
To build strong engagement with voters, political strategists must understand what matters most to each generation. The right visuals, tone, and message framing should reflect those preferences.
The Silent Generation (born in 1928–1945)
When addressing people in this age group, it’s advisable to stick with established forms of outreach like printed material and phone conversations. Formality in message tone and clarity in delivery are essential here.
This generation does not follow modern tech trends much, though some have adopted Facebook to stay close to loved ones. They respond better to political messages rooted in tradition, respect, honesty, patriotism, and practical thinking.
Baby Boomers (born in 1946–1964)
When dealing with Boomers and those sometimes grouped under Generation Jones, campaign teams should lean on phone calls and face-to-face discussions. Messages must reflect mutual respect and aim to build familiarity.
They may be slower to catch on to new digital platforms, so patience and support are key. Most use Facebook to maintain relationships and rely on YouTube more for entertainment. Loyalty, discipline, ambition, and a strong work ethic are values that speak directly to them.
Generation X (born in 1965–1980)
This group tends to stick with email due to its simplicity and ease of use. Campaign messages should come with requests for partnership or input, not just one-way information.
They are quick to pick up on new tech and use social media not only to interact but also as a source of news. These individuals are known for being practical, independent, flexible, and somewhat skeptical—traits that should be acknowledged in your messaging tone and style.
The Digital Natives: Millennials and Gen Z Voters
Millennials and Gen Z now make up nearly half of those eligible to vote. By the time the next election comes around in 2028, they’re expected to outnumber older voters.
From print to TikTok, every generation tunes in differently (Photo: Getty Images)Even though traditional media still takes a large share of political ad budgets, digital content will likely take centre stage during the current election cycle. These two groups require more direct digital contact than generations before them.
Millennials (born in 1981–1996)
For Millennials, messages must be spread through channels that include social media influencers and engaging online content. They rarely prefer phone calls, leaning more towards apps and messaging services.
Being among the earliest digital citizens, Millennials often pursue both career growth and personal development through their online activity. Many also make purchases directly through apps, indicating how central these platforms are in their lives.
They tend to value shared effort, curiosity, social awareness, inclusiveness, and emotional intelligence. Campaigns that aim to involve them will do better when structured to include feedback and participation.
Generation Z (born in 1997–2010)
A large portion of Gen Z will be voting for the very first time this election year. Campaigns hoping to mobilise young people must ensure this group feels seen and heard.
They naturally gravitate toward influencer-led and visual content distributed across several social platforms. Quick, sharp, and image-focused material tends to hold their attention more than long-form formats.
Gen Z is constantly engaged with their devices, from communication to entertainment, making them highly responsive to digital campaigns. Platforms like TikTok, Instagram, Snapchat, and YouTube are part of their daily routine.
Recent reports show that TikTok, in particular, has become an important channel for political messaging among Gen Z. It serves as both a news source and a space for sharing personal views, making it critical for youth-focused outreach.
These young voters stand out for being self-reliant, expressive, accepting of differences, and willing to try new ideas. When crafting messages for them, keep the language straightforward and let the message feel sincere.