ONLY three days after the midterm elections, the political dust has revealed clear signals of change. The results may have come with twists and turns, but one undeniable truth has emerged: the electoral landscape is undergoing a generational shift.

At the center of this transformation is a new and increasingly powerful force — the Gen Z voter.

Born between the late 1990s and early 2010s, Gen Z is the first generation of true digital natives. They have grown up immersed in smartphones, social media and streaming platforms — with information literally at their fingertips.

For them, learning about a local or national candidate takes just a few taps. And just as quickly, Gen Zs can form opinions, share content and influence others. As they come of age and enter voting precincts, they bring with them not only fresh expectations and values, but also a radically different way of engaging with politics.

For candidates, this shift is not just a change in voter demographics — it is a strategic turning point. Winning votes today is no longer just about traditional motorcades and prime-time TV spots. It requires a keen understanding of where these voters live — digitally — and how they engage. It calls for fluency in the language of authenticity, transparency and relevance.

Much like how companies segment and study their customers, public office aspirants must now treat the electorate with the same insight-driven approach. Gen Z is a new and distinct market segment — and ignoring them is no longer an option.

The challenge now is for candidates, especially those eyeing office three years from now, to ask: How do we connect with this segment? How do we make ourselves accessible, relevant and worthy of their vote?

Generational gap

A growing generational gap exists between many political candidates — particularly those from the Baby Boomer generation — and the Gen Z electorate. This divide goes beyond age. It's about how each group communicates, consumes information and interacts with the world.

To underestimate the influence of digital is not just a misstep — it is campaign suicide. Candidates who remain tethered to analog-era strategies — relying solely on radio spots, print ads and staged interviews — risk alienating a significant portion of the electorate.

Meanwhile, Gen Z voters are scrolling through TikTok, tapping through Instagram Reels and watching YouTube shorts to get bite-sized, impactful political insights. If candidates are not there, chances are, they will not be top-of-mind.

Gen Zers are not just consuming content — they are creating it, curating it and shaping narratives. They demand interactive engagement, two-way conversations and visible authenticity. From this vantage point, their behavior mirrors customer-driven trends in business: user-generated content, real-time feedback and an insistence on transparency.

For candidates, this represents an opportunity — not a threat — to reshape political engagement.

Social media

There is no question that social media is today's political battleground. On one side, it is a force for democratization — empowering the marginalized, enabling mobilization and encouraging public discourse. On the other, it is a minefield of disinformation, algorithm-driven echo chambers and malicious manipulation.

The very platforms that allow candidates to reach millions at unprecedented speed and scale are also the same platforms used to spread false narratives, foster division, and blur the line between truth and spin. In a hyper-viral environment, a lie can travel faster than any rebuttal — and damage is often done before the facts can catch up.

Here lies both the opportunity and the challenge. For today's candidates — and for their campaign teams — the management action is twofold: Embrace digital as a core strategy and combat the dangers it brings with responsible leadership.

Political campaigns must evolve into agile, digital-first operations. This means deploying data analytics to understand voter behavior, crafting messages that align with Gen Z values — such as mental health, climate action, inclusivity and authenticity — and building an online presence that is more than just visible but meaningful.

Equally important is the need to promote digital and media literacy. This involves equipping voters — particularly the youth — with critical thinking skills to navigate a saturated and often deceptive online ecosystem. Fact-checking initiatives, truth-driven storytelling and even legislative support for responsible digital citizenship must go hand in hand.

Educational institutions, civil society, the private sector and the media all have crucial roles to play. But it starts with leadership — from candidates who not only use digital tools but model digital integrity.

Gen Z is not just the future — it is the now.

Kay Calpo Lugtu is chief operating officer of Hungry Workhorse, a digital and culture transformation firm. Her advocacies include food innovation, nation-building and sustainability. She may be reached at kay.lugtu@hungryworkhorse.com. Source: https://www.manilatimes.net/2025/05/15/business/top-business/the-gen-z-voter/2113534/amp