In recent years, Pat Verhaeghe, an 18-year-old from suburban Detroit, had a lackluster opinion of Donald Trump but that perception has undergone a significant transformation. After watching various campaign speeches online and Trump’s engaging appearances at sporting events, including an episode with pro golfer Bryson DeChambeau on YouTube, Verhaeghe now describes Trump as “a great guy.” This shift in sentiment is not isolated; many young men across the United States have started to show strong support for the former president.
According to a substantial survey conducted among over 120,000 voters, more than half of men under 30 expressed their support for Trump in the 2024 elections, contrasting sharply with the preferences they exhibited four years prior when a similar demographic favored Democrat Joe Biden. Particularly, around 60% of white men in this age group cast their votes for Trump while young Latino men showed more mixed sentiments toward the candidates. Meanwhile, young Black men predominantly supported Kamala Harris, although a notable portion—approximately one-third—endorsed Trump.
The evolving perception of political parties among young Latino and Black men reflects a growing discontent with the Democratic Party. A survey indicated that favorable views of Democrats among young Latino men declined significantly from around 60% in 2020 to roughly 40% this year. On the flip side, sentiment among young Black men remained relatively stable, with approximately two-thirds maintaining a favorable view of the Democrats.
Rafael Struve, deputy communications director for a conservative organization named Bienvenido, attributes this trend to a desire among young men to feel valued and represented. They are searching for leaders who acknowledge their potential and challenges. The attempted assassination of Trump during a rally was cited by Struve as a pivotal event that shaped the views of many young men positively. Trump effectively utilized nontraditional communication platforms, including podcasts and digital media, allowing him to forge closer connections with this demographic, according to Struve’s observations.
The former president also made prominent appearances on popular media platforms, including a lengthy appearance on Joe Rogan’s podcast, and engaged with younger audiences through challenges like DeChambeau’s “Break 50” on YouTube, where he could spark interest among millions of viewers. Although he had previously enjoyed robust support among young white men, Trump’s appeal broadened to other demographics in 2024, notably gaining substantial ground with Latino and Black men. His support from both groups surged by about 20 percentage points, as younger voters began to warm to his candidacy.
Aside from Trump specifically, there is evidence suggesting a broader trend of young men identifying with Republican ideals. William He, founder of the liberal organization Dream For America, expressed concern over what he perceives as a significant rightward shift in the electorate. He noted that Trump’s campaign resonated with men who felt marginalized by the current economic and political landscape, and while some young women also leaned toward Trump, the male demographic was notably more pronounced.
While it’s uncertain how many men may have chosen not to vote in this election cycle, it is evident that the last several years have brought considerable shifts in youth culture and political messaging. Meanwhile, Harris’ campaign designed strategies aimed at Black and Latino men, utilizing prominent community figures to bolster her appeal. Despite initial enthusiasm surrounding her campaign characterized by vibrant memes and pop culture references, there were critiques regarding the outreach effectiveness.
Santiago Mayer, executive director of Voters of Tomorrow, pointed out that the Harris campaign’s messaging was convoluted and not easily digestible for younger voters who were not actively following political media. He emphasized the need for a straightforward economic vision rather than narrow-focused policies.
Trump’s approach also embraced elements of popular culture, as he was seen at UFC events, football games, and collaborating with various celebrities and influencers, which his strategists believed was instrumental in capturing attention and making his messages resonate with younger audiences. Moreover, the Trump campaign effectively tapped into networks of conservative online platforms that appealed to youth, indicating a successful strategy to reach new voters. He highlighted the growing impact of conservative activist groups, such as Turning Point USA, in shaping youth views and remarked that Democrats fell behind by adhering to outdated campaign methods.
Looking ahead, Struve warned Republicans about the potential for losing support if they fail to address young voters’ needs and expectations. He believes that young men, particularly, may distance themselves from the party in a post-Trump context if it cannot maintain the authenticity and assertiveness associated with Trump’s leadership. Struve asserted that Bienvenido is committed to solidifying the trends observed in this voting cycle and aims to continue strengthening relationships with younger voters in the years to come.
