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As the 2024 the election approaches, young voters aged 18 to 27, known as Generation Z, are set to play a pivotal role in North Carolina.
This group now makes up 16% of the state’s registered voters, up from 10% in 2020 and 13% in 2022, based on data from the North Carolina Board of Elections as of September 1, 2024.
Michael Bitzer, a professor at Catawba College, highlights the potential of this rising voter bloc in the state. “Little slices of the electorate, if they get engaged and involved, can have huge consequences for the final outcomes,” he told Enlace Latino NC.
Given that North Carolina is a crucial battleground state, the preferences and turnout of these young voters could sway the election results.
What do younger voters care about?
Young Americans are increasingly engaged with a range of significant issues, including the economy, healthcare, housing, gun violence, and climate change.
Maxwell Frost, the first Gen Z member of Congress, told Enlace Latino NC that Vice President Kamala Harris focuses on the issues that matter to younger people.
But Republicans in North Carolina argue that the economy remains a key factor in drawing young voters to their party.
“Young voters are feeling the pressure from life—finding jobs, affording homes, and supporting their families. These issues are driving them to the ballot box”, said Emily Stack, Chair of the North Carolina Federation of Young Republicans.
The rise of unaffiliated voters
A notable trend is the rise of unaffiliated voters among younger generations.
Robert Morales Vergara, a 27-year-old who has been affiliated with the Republican Party since 2016, shifted to unaffiliated this year.
“I understand that for the Republican Party to offer a vision that aligns more with the new generations, it must present a better plan that adapts to current circumstances”, he told Enlace Latino NC.
Morales Vergara’s journey includes an unsuccessful bid in the March GOP primary for the U.S. House District 2 seat and a recent withdrawal from the race for the Wake School Board.
As of early September, 50% of registered Gen Z voters in North Carolina are unaffiliated, while 26% are Democrats and 22% are Republicans.
This trend is more evident among first-time voters aged 18 to 21, with 55% registered as unaffiliated, compared to 21% as Democrats and 22% as Republicans.
Youth voter turnout
Despite their growing numbers, registered unaffiliated voters in North Carolina usually have lower turnout rates by about five percent points compared to the statewide average. In contrast, registered party members often meet or exceed this benchmark.
While Generation Z is increasing as a share of registered voters in the state, heir high number of unaffiliated voters might lead to lower turnout compared to those with party affiliation, unless strong efforts are made to engage them.
Historically, Gen Z’s turnout rates have lagged behind those of older generations.
In the 2020 presidential election, only 61% of Gen Z voters in North Carolina participated, compared to 86% of Baby Boomers aged 60 to 69.
Bitzer blames this gap on younger voters’ lack of experience with the political process.
“They’re just coming into society. They’re getting their political socialization, you know, started in this process,” he said. “Whereas older voters are probably more news engaged, they’re probably more engaged in their communities, and they have been participating in politics much longer.”
Barriers for Latino voters
The participation rates within the younger generations also varies by ethnicity. Typically, white registered voters have a higher turnout rate, while Black and Hispanic voters generally have lower turnout rates.
A big challenge for young voters is that they often lack information about how the voting process works, especially in the Latino community.
A survey by Center for Information & Research on Civic Learning and Engagement, CIRCLE, at Tufts University revealed that 16% of young Latinos did not register to vote because they were unaware of how to do so.
“Without the right information, many don’t feel empowered to make decisions that are vital for them,” said Alberto Medina, communications team leader at CIRCLE, to Enlace Latino NC.
“Young people are not apathetic; they just need to see how their concerns are linked to political decisions”, Medina said.
Axel Herrera Ramos from Mi Familia en Acción, a civic engagement group, echoes this sentiment.
“Many times, they [young Latinos] don’t connect the issues that matter to them with the candidates,” he told Enlace Latino NC, also noting that some voters feel intimidated by the electoral process.
He emphasized that closing this gap is important for getting more young people involved.
Could increased youth turnout shift North Carolina toward Democrats?
If Gen Z and millennial turnout reaches 65-70%, Bitzer believes it could greatly improve the Democratic candidate’s chances of flipping North Carolina.
A recent AARP poll shows young voters, women, and Black voters pushing Democratic Attorney General Josh Stein to a double-digit lead in the governor’s race. This even before the scandal over the past week involving Stein’s Republican opponent, Lt. Gov. Mark Robinson.
This polling also shows Trump leading among voters aged 50 and older, while voters aged 18-34 favor Vice President Kamala Harris.
Similarly, the Harvard poll found that 64% of likely voters aged 18 to 29 support Harris, while 32% back Trump.
Republican strategies to reach young voters
In a state with narrow victory margins, a slight increase in youth turnout could significantly impact the national political landscape.
Stack stated that the North Carolina Federation of Young Republicans focuses on three principles: “recruit, train, and elect” voters aged 18 to 40, not just Gen Z.
“We start groups in different parts of our counties,” Stack told Enlace Latino NC. “The goal is to have one in every county for registered Republicans aged 18 to 40. Sometimes, we even begin with those who aren’t registered Republicans—independents or Democrats who are considering a switch.”
The organization has arranged debate watch parties and “Days of Action” across the state to maximize their impact.
“We’re aiming to get young people involved not just for voting, but to create a network of engaged Republicans,” Stack said.
Meanwhile, on the national stage, Donald Trump’s campaign has partnered with Turning Point Action, a youth-focused conservative group. He engages younger voters through a popular TikTok account and collaborations with social media influencers, particularly targeting young men.
Democratic strategies to reach young voters
The Harris campaign is using social media and celebrity endorsements from stars like Taylor Swift and Billie Eilish to reach young voters. They are also focusing on outreach at college campuses to boost voter participation.
U.S. Representative Maxwell Frost visited Bennett College, an HBCU in Greensboro, to rally support for Harris late August.
“I’m doing a back-to-school tour across the entire country to ensure we’re speaking with young people about how they can be involved in this election and make sure that they’re voting”, Frost said.
The effort targets young voters on 150 colleges across North Carolina and several other crucial states.
“We’re only going to win this state if we do the work… We believe in earning your vote, not taking it for granted”, he added.
Will these efforts by both parties lead to a higher turnout and a more active role for Generation Z? Only time will tell.
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