Why Young Voters Are Ignoring Mainstream Politics [View all]

Political parties are failing to connect with young voters—can they rethink their strategies before it is too late?

https://www.socialeurope.eu/why-young-voters-are-ignoring-mainstream-politics



In a recent blog for a leading German newspaper, the president of the German Institute for Economic Research delivered a stark assessment of political parties’ demographic focus ahead of February’s snap elections. His conclusion was sobering: “We cannot afford the future right now,” he wrote, describing a campaign centred on massive redistribution from the young to the old. In other words, younger generations are footing the bill for older ones—regardless of the cost.

Unsurprisingly, this approach does not sit well with those under 30. It also highlights a deeper challenge: political parties must rethink how they campaign to meaningfully connect with young people. Understanding their concerns is crucial, but so is recognising that most political social media efforts fail to engage them effectively. In an era where most under-30s consume news primarily via social media, parties need to move beyond surface-level outreach and develop strategies that truly resonate.

Young Voters and Political Outreach

Following the 2024 European Parliament elections, we researched how parties engage young voters, particularly given the increasing reliance on social media and the success of far-right parties in mobilising young people. We sought to answer key questions: Are political parties using social media effectively? What strategies are they employing? Are far-right parties outperforming others in youth outreach? To explore this, we analysed Instagram and Facebook posts from political parties in Germany, Hungary, Poland, and Sweden—countries representing different political landscapes. Our study included far-right, green, conservative, and social democratic parties.

Policy Matters—But It’s Not Enough

Contrary to the belief that policy is too “dry” to mobilise young voters, post-election Eurobarometer data revealed that policy alignment with personal values significantly shapes voting choices. However, the issues driving youth engagement vary by region:



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