Kamala Harris was dealt a surprising blow in the recent election as young Gen Z women, previously thought to be a stronghold for Democrats, turned toward Donald Trump.
Exit polls by AP reveal that 40% of women under 30 voted for Trump—a seven-point increase from 2020. Among the youngest voters, ages 18 to 24, Trump gained an impressive 11 points compared to his previous run against Joe Biden.
Harris’ Gen Z Strategy Falls Short
Harris targeted young women with a campaign heavy on social media engagement, celebrity endorsements, and popular cultural references, even appearing on the Call Her Daddy podcast and embracing trends like “brat summer.” Despite racking up 448 million TikTok likes compared to Trump’s 102 million, Harris couldn’t convert that attention into votes.
Gen Z’s Priorities: Safety and Prosperity Over Social Issues
Though Harris prioritized reproductive rights in her campaign, focusing on abortion rights after the Supreme Court’s overturning of Roe v. Wade, only 13% of voters under 30 cited abortion as their primary concern. Instead, 40% pointed to the economy, and another 11% said immigration was their top issue.
Psychotherapist Jonathan Alpert told DailyMail.com, “There’s an assumption Gen Z women automatically lean Democratic, but many felt unsafe in Biden-Harris’ America and wanted change.”
Celebrity Endorsements Backfire
Harris courted endorsements from pop icons like Charli XCX, Taylor Swift, and Beyoncé, but business analyst Nadja Atwal noted that these efforts may have alienated voters. “Young people felt insulted by the campaign’s reliance on star power,” Atwal said. “Hollywood endorsements don’t resonate with everyday people who are struggling with high costs.”
Trump’s Relatable Appeal and Rising Support Among Gen Z Men
Trump also targeted Gen Z, with a strategy that included appearances on podcasts popular with young men, like Joe Rogan’s and Nelk Boys. His outreach was widely seen as authentic, with Trump engaging in relatable, everyday activities that resonated with working-class voters.
With 56% of men under 30 voting for Trump—a 15-point increase over 2020—Trump made substantial inroads among younger men, backed by insights from his 18-year-old son, Barron.
Lower Youth Turnout Signals Disenchantment
While young voter turnout fell from 50% in 2020 to 42% this election, the shift in support among young women and men under 30 represents a new trend, highlighting a shift toward priorities like safety, economic stability, and relatability over celebrity influence.
