Gen Z isn’t just shaping culture — they’re reshaping public policy.
With over 41 million eligible voters in 2024, Gen Z has helped pass ballot measures, drive turnout, and elect younger candidates, especially at the state and local levels. They show up around issues that feel personal: climate, digital rights, mental health, and reproductive access.
Still, many teams treat Gen Z like a future audience or hand their engagement off to the social media lead. That’s a missed opportunity.
To build campaigns that work, you need to know which lawmakers are already talking about Gen Z priorities — and which ones are paying attention to their organizing. That kind of insight helps connect what Gen Z cares about to real decisions being made in government.
How Gen Z Communicates and What That Means for You
Gen Z scrolls fast, skips anything that feels fake, and trusts people more than institutions.
Here’s what works:
- Short videos with a clear point in the first few seconds.
- Unpolished content. Think iPhone clips over high-production graphics.
- Real voices. Peer explainers, not press releases.
They don’t need your campaign to sound like them. But they do need it to feel honest. Gen Z isn’t disengaged. They’re overwhelmed. Cut through noise by earning their trust. Don’t demand attention without value.
Building a Multi-Channel Campaign Strategy for Gen Z Engagement
You don’t need to be on every platform. You need to pick the right ones and show up with content that fits how Gen Z actually communicates.
Here’s how to structure a campaign that meets Gen Z where they are and moves them to act:
Start with discovery
Gen Z often hears about issues first through TikTok or Instagram Reels. These platforms aren’t just entertainment. They’re where conversations start.
Use short videos that get to the point fast, include sounds or trends they already recognize, and feature creators or organizers who feel real, not overly polished. The goal isn’t just views. It’s credibility. You want the message to sound like it belongs in their feed, not like it was dropped in by a brand.
Make the next step easy
Once they’re paying attention, it should be simple to take action. Use mobile-friendly action centers, short forms that load quickly, and landing pages with clear prompts like “Sign your name,” “Send a message,” or “Show up here.” And make sure it connects to something specific. A vote. A policy decision. A bill introduction. Don’t assume they know—spell it out.
Use SMS and email, but keep it short
Texting works best for time-sensitive nudges. Messages like “Happening now” or “One hour left to act” are short and effective. Email can still work for older Gen Z, especially those in their 20s, but only if it’s brief, visual, and mobile-first. Use bold headers, big buttons, and one clear call to action.
Make sharing part of the experience
Peer-to-peer influence matters. Give supporters content that’s easy to share and worth sharing. That could mean screenshots of action confirmations, “Why I care” videos, or creator-led challenges that invite others to join in. When someone shares or tags a friend, the message gains trust that no ad can buy.
Tie it all back to policy
The best campaigns don’t stop at awareness. They connect every message to the people making decisions. That means tracking which lawmakers align with Gen Z priorities, paying attention to what they’re saying online or in hearings, and using platforms like Quorum to keep those insights organized across your team. This is how attention turns into action—and action into outcomes.
Common Pitfalls (and How to Avoid Them)
Even the most well-funded campaigns miss the mark with Gen Z. Here’s what to watch out for—and what to do instead.
What often goes wrong:
- Treating Gen Z like a monolith. Interests and behaviors vary by age, race, region, and access. Segment with care.
- Recycling content across platforms. A TikTok video shouldn’t feel like a repurposed Instagram Story. Format matters.
- Using a corporate tone. If it reads like it went through six approvals, it won’t land.
- Ignoring feedback. Comments, shares, and DMs are signals. Use them to adapt.
What works better:
- Letting real voices lead. Partner with creators or organizers who bring credibility.
- Making the message personal. Humor, honesty, and the “why” behind an issue go further than a polished graphic.
- Building feedback into the campaign. Ask questions. Run polls. Watch what gets shared.
- Testing what you publish. Try two versions. Retire what doesn’t perform. Let results shape your next move.
Make It Count: 4 Steps to Take Now
If Gen Z is part of your audience, don’t wait to get it perfect. Start with a few smart moves that will build real traction.
Audit your outreach
Look at your last campaign. Was it mobile-first? Was the language clear? Did the action feel easy? If not, start there.
Test one message on two platforms
Pick an issue. Say it two different ways—one for Reels, one for SMS. See what gets clicks, shares, or replies. Let the results guide your next campaign.
Work with someone they already trust
That could be a student leader, a micro-influencer, or an advocate who’s been doing the work. Let them use their voice, not your talking points.
Connect it to a real policy moment
The best campaigns show people where their effort goes. Use tools like Quorum to track which lawmakers care about your issue, see where they stand, and give supporters a way to reach them directly with personalized messages.
Whether you’re planning a federal push or building a local movement, Gen Z will show up. The question is whether your campaign makes space for them to act.
Looking to put these strategies into action?
The Customer Resource Hub has what you need from product updates, advocacy templates, real-world examples, and additional training tools to help your team reach Gen Z with confidence.