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It’s all just politics

With a youth turnout of up to 72 per cent in last week’s election, head of consumer, Caroline Gibson explores what it was that engaged these millennials



At the age of 30 I can just about, at a push, squeeze myself into the millennial category – a demographic marketers and politicians alike are desperate to engage with.


As millennials, we rarely have brand loyalty, as there are so many to choose from and we often don’t respond to advertising messages – again, because we are bombarded with them. But when a brand does cut through and connect with us, then we can be really powerful.


We’re powerful because we share every aspect of our lives, we’re not afraid to tell our friends, followers and anyone else willing to listen what we’re doing, where we’re doing it and how great our life choices are. Social media is part and parcel of our day-to-day lives, nothing goes undocumented, which means when a millennial is loyal to your brand we are instantly a very powerful advocate.


With so much early confusion over the results of this week’s election, one outcome is clear. Today’s youth are re-engaged with politics. With 72 per cent of 18 – 24 year olds making their way to polls yesterday, we’ve seen a shift from previous elections, where roughly 40 per cent made their voice heard.


So what is it that caused this shift? Is it that news is so much more accessible to young people now – gaining access to an endless source of articles and manifestos at the touch of a button? With many newspapers having their own political agenda, the voting public, including millennials, no longer just have these as their source of information. Even social media helps to shape a person’s political alliances, as more and more people are expressing their views on the various channels.


Or is it lessons learnt from Brexit – where younger people were more likely to vote remain, but had the result go against them? When the results were announced a huge amount of coverage was given to the age demographic voting split. This example of not having our voice heard, could have spurred millennials to fight even harder for what they believe in this time around.


Or could it be that we simply care more today about the country we live in? With so much negativity in the press and the world around us – from political uncertainty and job shortages to terrorism and global warming – there has never before been a time when all of this is so front of mind, due to the endless sources of information. This information gives us a better understanding of the world we live in and how politics impacts this, meaning everyone, including millennials are naturally more engaged.


Or perhaps it’s just the millions of fantastic political memes floating around the internet – who knows? But what I do know is that we, as a generation, need to keep it up and have our voices heard, regardless of who we’re voting for.

Well done millennials – we did good!







Tagged with: Manchester, opinion, Politics, Public Relations, voting