As the 2024 presidential election approaches, the country’s democratic process will again be tested by misinformation, voter suppression, voter apathy and polarization.
It’s important that brands care about these issues, as elections are essentially the Super Bowl of purpose work, setting the commercial, social and economic agenda for the years ahead.
Apathy and suppression significantly affect Gen Z, the largest new voting demographic, and not just because members of Gen Z are more racially and ethnically diverse than any previous generation.
Since the last election, 16 million more people have become eligible to vote. Only one in four Gen Zers voted in the 2020 election. In 2024, 41 million members of Gen Z will be eligible. As the future of this country, empowering them for civic participation is vital for society and for brands.