Black Millennial and Gen Z Voters Ignored

Lessons from the 2024 Election Cycle

Image of a Black man putting a piece of paper with the word VOTE on it into a box. Black Millenial and Gen Z voters were significant in the 2024 election. — A Black man putting in what looks like a ballot into a box with the word vote on the paper.

As we kick off a new year, I’m diving into some hard-hitting political analysis that sheds light on the recent electoral shake-ups. In this special episode, I sat down with Dr. Alvin B. Tillery, a renowned political strategist. Together we dissect the 2024 elections—where unexpected rhythms led to unexpected outcomes. He suggests it lies directly with Black Millennial and Gen Z voters.

Image of five young Black men and women putting one of their hands on top each of the others in a team stance. They are all smiling and standing outside in what appears to be a playground. A political analyst says data shows that young Black Millenial and Gen Z voters sat out the 2024 election causing the Democrats to lose. — A group of young black men and women at a playground.

Defining Black Swing Voters:

Dr. Tillery introduced us to the new age of swing voters—the Millennials and Gen Z in the Black community. These aren’t your traditional independents swinging between parties. These are young voters, loosely tied to historical political loyalties, looking for narratives that resonate deeply with their modern concerns. Dr. Tillery’s insights illuminate a stark transition in political allegiance as younger generations replace their more consistently Democratic predecessors.

Messaging Missteps to Black Millennial and Gen Z voters:

According to Dr. Tillery, the Democratic party’s failure was a classic case of missed connections. They played the wrong music, failing to woo Millennial and Gen Z Black voters with compelling stories that aligned with their specific life experiences and aspirations. This group’s powerful potential as voters was overlooked, treated to a generic playlist that failed to inspire action or allegiance.

Following Dr. Tillery’s analysis, it becomes clear that the Democratic Party’s strategy failed to resonate on a deeper, more personal level. While abortion rights held significance, they did not top the list of priorities for these young Black voters. Instead, Millennial and Gen Z voters were more concerned with “kitchen table” issues directly impacting their daily lives and future prospects. These included employment opportunities, student loan debt relief, accessible healthcare, and environmental sustainability—topics that intimately affect their quality of life and future security.

Dr. Tillery emphasized that traditional campaigning methods like door-to-door canvassing or Sunday church visits are less effective with these younger voters. This demographic is often balancing multiple jobs, which reduces their availability for such interactions. Their sporadic church attendance doesn’t reflect a lack of religiosity but a response to their hectic, economically strained lifestyles. To truly engage these voters, strategies must evolve to include digital outreach that meets them where they are: online and in their daily digital interactions.

Effective Storytelling Lessons:

Know Your Audience’s Beat: Understand the cultural, economic, and social contexts that shape your audience’s worldviews. For politicians, this means recognizing the nuanced needs and values of younger voters.
Craft Relevant Narratives: Develop stories that reflect the real issues facing your audience. For Black swing voters, this isn’t just about broad policy outlines but detailed discussions on jobs, education, and healthcare.
Authentic Engagement: Authenticity resonates. Whether in politics or personal branding, your stories must not only be told; they must be lived. Show genuine concern and consistent engagement with the community issues.
Digital Savvy: Dr. Tillery emphasizes the importance of meeting young voters where they are—online. Digital campaigns that effectively use social media, influencers, and targeted ads are crucial in today’s connected world.

Conclusion:

Our conversation with Dr. Tillery was not just enlightening; it was a call to action for all storytellers. Whether you’re a politician, a marketer, or a community leader, understanding and implementing effective narrative strategies can fundamentally shift your engagement outcomes. As we navigate the complexities of modern politics, let’s remember the power of a well-told story to motivate, persuade, and ultimately, lead to meaningful change.

Watch the Full Interview:

Don’t forget to catch the full conversation with Dr. Tillery on our YouTube channel for a deeper dive into these crucial insights. Join us next time on The Color Between the Lines as we continue to explore the narratives shaping our world.