# Engaging Gen Z and Millennials: The Power of Purpose in the 2024 US Presidential Election

October 25, 2024

Welcome back to Copper’s ongoing series on Gen Z and Millennial engagement in the 2024 US Presidential Election. In our first article, we explored the voting behaviors and political leanings of these younger generations, emphasizing their growing role in shaping the future political landscape. Now, in our second blog, we’ll dive deeper into the causes these generations care about and how brands and marketers can authentically connect with them by aligning with their values.

As a market research firm, Copper conducted an extensive survey, offering invaluable insights into how these two generations’ values and priorities translate into consumer behavior and spending power. For marketing teams, agencies, and high-level management, understanding these dynamics is crucial to forging meaningful connections with this increasingly powerful demographic.

## The Economic Influence of Gen Z and Millennials: More Than Just Numbers

Although Gen Z and Millennials may not yet dominate the highest income brackets, their **collective spending power** is rapidly expanding. Many of these individuals are still in the early stages of their careers or pursuing education. According to our survey, **27.2% of 18-34-year-olds** report household incomes under $15,000 annually, with **16.5% earning between $30,000 and $49,999**. However, it’s important to note that **19.5% of respondents report household incomes of $50,000 or more**, with **4.2% of them earning $100,000 to $149,999** and **1.5% making over $150,000**. These numbers show that Gen Z and Millennials are increasingly becoming economic players.

Beyond current income, these generations are set to inherit significant wealth, further boosting their future spending power. Additionally, their purchasing decisions are strongly influenced by their values, which shapes how they spend their money today.

**Key Takeaways for Brands:**

- **Align with Their Values:** To connect with Gen Z and Millennials, brands must go beyond products and services to embrace social causes that matter to them.
- **Focus on Flexibility:** Given their diverse income ranges, offering flexible payment models like subscription services or pay-over-time options can make your products more accessible.
- **Leverage Their Influence:** This generation isn’t just spending for themselves—they are influencing the purchasing decisions of their families and communities.

## The Causes That Matter: What Our Data Reveals

Our latest survey data paints a clear picture of the issues Gen Z and Millennials care about—and how brands can use this information to engage with them authentically. The following causes stood out as most important in shaping these generations' views heading into the 2024 US Presidential Election.

### 1\. Women’s Health and Reproductive Rights

- **40.3% of Gen Z and Millennials listed women’s health and abortion as a key issue**. This reflects the strong reaction to recent changes in reproductive rights legislation across the United States, which have become a defining political issue for younger voters. Additionally, among Gen Z women, this number rises to **52.4%**, highlighting the importance of this cause to younger female voters.

**Brand Connection Tip:** Demonstrating a commitment to supporting women's health and reproductive rights, through internal policies or partnerships with nonprofits, will resonate with younger consumers. Brands in healthcare, fashion, or wellness sectors may especially benefit from this alignment.

### 2\. Healthcare and Mental Health

- **38.2% of respondents prioritized healthcare as one of their main concerns, with mental health taking center stage**. The focus on mental health is even higher among younger respondents (ages 18-24), with **46.7%** citing it as a priority. The ongoing mental health crisis post-pandemic, coupled with increased awareness of mental well-being, makes this a central issue for many.

**Brand Connection Tip:** Brands can play a role by raising awareness about mental health, offering employee wellness programs, or contributing to mental health initiatives. Companies offering wellness products or services can develop messaging that supports mental health in the workplace and beyond.

### 3\. Inflation and the Economy

- **37.2% of Gen Z and Millennials are deeply concerned about inflation and the economy**. Among Millennials specifically, this number is even higher, at **42.8%, as they face growing financial pressures such as student debt, housing costs, and childcare expenses**. Many in this group are concerned about how inflation affects their everyday living, from rent to groceries.

**Brand Connection Tip:** Financial education and support tools, such as student debt relief programs or partnerships with financial planning platforms, can build long-term brand loyalty. Offering pricing strategies that address affordability, such as discounts or pay-over-time models, can also appeal to this cost-conscious generation.

### 4\. Gun Control

- **36.6% of young voters listed gun control as a major issue,** making it one of the top concerns among this group. The urgency of this issue is especially felt by Gen Z, with **41.2%** of them highlighting it as a priority. Many are pushing for more stringent regulations on firearms in response to the growing number of mass shootings and gun violence in schools and public spaces.

**Brand Connection Tip:** Advocacy for safer communities, through partnerships with gun safety organizations or public pledges to reduce violence, can help brands establish trust with Gen Z and Millennials. Brands associated with safety and education have an opportunity to stand out by addressing this concern.

### 5\. Education

- **33.5% of respondents highlighted education as a key issue, with this percentage increasing to 41.1% among respondents who are still students or recent graduates.** Access to affordable education and student debt relief are particularly pressing concerns, as many in this age group are grappling with high tuition costs and significant debt burdens.

**Brand Connection Tip:** Offering educational resources, scholarships, or partnerships that support educational advancement will position your brand as a champion of this cause. Brands can also promote workforce training programs or initiatives that help younger consumers transition into careers, further building brand trust.

### 6\. Climate Change and Sustainability

- **28.8% of Gen Z and Millennials expressed a strong commitment to climate change**, although it ranked lower than more immediate political concerns. Interestingly, among younger Gen Z respondents (ages 18-24), this number rises to **34.9%**, underscoring their eco-conscious mindset. Climate change is a long-term priority for this generation, reflected in their purchasing behavior, where sustainability is increasingly non-negotiable.

**Brand Connection Tip:** Brands that demonstrate real commitments to sustainability—such as reducing their carbon footprint, using eco-friendly materials, or supporting environmental causes—will find favor with this eco-conscious generation. Gen Z and Millennials are highly responsive to transparent sustainability initiatives, and companies that greenwash risk alienating these consumers.

## Connecting Causes to Consumer Behavior

For marketers and brands, the alignment between the issues Gen Z and Millennials care about and their consumer behavior is undeniable. As this group’s **economic power continues to rise**, they seek brands that reflect their values—particularly brands that don’t shy away from important social or environmental causes.

Our survey data suggests that marketers who align their campaigns with the following strategies will be most successful.

### 1\. Social Impact and Purpose-Driven Messaging:

Highlighting your brand’s commitment to meaningful causes—whether it’s advocating for mental health or taking action on climate change—should be an integral part of your marketing. According to our data, **43.7% of respondents are more likely to support a brand that actively takes a stand on social issues,** with that figure rising to **51.2% among Gen Z**.

### 2\. Authenticity and Transparency:

These generations have a low tolerance for performative activism or corporate social responsibility initiatives that feel inauthentic. Be genuine in your efforts and transparent about the impact of your work. **54.9% of respondents reported that they can quickly detect when a brand is not authentic** in its efforts.

### 3\. Interactive and Digital-First Campaigns:

As digital natives, Gen Z and Millennials expect seamless digital experiences. **62.1% of respondents engage with brands more frequently through social media**, and **47.8%** say they are more likely to interact with brands that offer engaging digital content.

# The Bottom Line: Value-Driven Engagement

As we approach the 2024 US Presidential Election, Gen Z and Millennials are emerging not only as key voters but also as an influential economic group. Their buying power is tightly linked to the values they hold, and they expect the brands they support to share those values.

For businesses, marketers, and agencies, this presents a valuable opportunity to connect with younger consumers in meaningful ways. By aligning your messaging with the causes they care about—whether it's women’s rights, mental health, climate change, or economic stability—you can foster deeper loyalty and create more lasting relationships with this influential demographic.

_Copper is a market research firm dedicated to helping brands understand the evolving landscape of consumer behavior. Through deep data insights and comprehensive research, we offer guidance on how to engage with today’s most influential generations._