US presidential election: How will Trump's presidency impact Gen Z?

This blog was written by Gaeun Woo, intern at Pion.

In 60 seconds: 

• While Gen Z is worried about problems like clean energy, student loan relief, mental health access, and freedom of speech, Trump’s campaign focused on energy independence, vocational education, healthcare cost reduction, and social media regulation.
• Gen Z is responding to the election on social media like TikTok by posting memes and using hashtags including #uselection2024. 
• More so than any other year, Gen Z voting reflected a keen interest in important issues throughout the election:  brands should embrace certain issues in order to reflect the beliefs of Gen Z. 

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The US election results are in, and it’s been confirmed that Donald Trump will be President once again. Gen Z has responded to this historic moment in a variety of ways, each absorbing the news from their unique point of view, from analyzing the results to wondering how Trump's policies might impact their futures. 

In this blog, we dissect how certain policies will impact Gen Z, look at how they're responding on social media, and ask what this means for brands and marketers. 

How are the Gen Z voters of 2024 feeling?

During Harris and Trump’s election campaigns, Gen Z took to TikTok to examine, discuss, and critique the candidates. Combining sarcasm and wit (classic Gen Z), social media was a hive of lighthearted videos and emotional educational pieces, mirroring the wider political discourse that was prevalent online. 

With hashtags like #USElection2024, #GenZVoting, and even ironic takes like #MAGA, TikTok was a hive of Gen Z commentary. Creators are expressing their thoughts on Trump's comeback to power through political parody, satire, and comedy. Whether they’re rejoicing or mourning, social media is the place they’re expressing their opinions. 

US election 2024: How will Trump’s policies affect Gen Z?

Energy self-sufficiency versus climate action

Conflicting priorities surrounding environmental issues -  a major concern for Gen Z voters - were brought to light during the 2024 presidential election. 

By increasing the production of natural gas and oil and decreasing reliance on foreign energy, President-elect Trump's campaign promised to put American energy independence first. Voters who are concerned about affordable energy and job growth may find this appealing, but this may leave the more eco-conscious  Gen Zers feeling concerned… 

Relief from student loans and education

For Gen Z, who are already struggling with rising inflation, education and student debt are urgent concerns; when thinking about their current financial situation, 37% of Gen Z feel stressed*. 

Trump's programs prioritize employment skill development over widespread student loan forgiveness, emphasizing vocational and technical education. Even though some students might find this relatable, it doesn't necessarily address the growing burden of student loan debt and college tuition that young voters are living with.

Healthcare and mental health access

Trump has prioritized cutting healthcare costs overall, but hasn't yet announced any meaningful plans for reproductive health or mental health support—two issues that many young voters are passionate about. His comments and campaign materials concentrate on more general issues rather than setting clear objectives for mental health infrastructure, and they lack explicit funding promises or resources for mental health services.

For Gen Z, access to healthcare and mental health are huge concerns, with 52% saying public health is a topic of importance to them*, so this may be causing ripples of concern. 

Regulation of social media and freedom of expression

Trump's views on media and social media regulation are particularly noteworthy,  given Gen Z's dependence on Instagram and TikTok (72% use TikTok, 69% use Instagram*).

As a generation that primarily use social media to connect with people, share ideas, and express their opinions on a wide range of topics, understandably, many Gen Zers are worried that new regulations could threaten their internet privacy and freedom of speech. Limiting these platforms could affect how people interact with and take part in public discussions. 

Online spaces are essential to Gen Z's identity and expression, and many are concerned about losing these liberties in the future due to changes in the law governing social media regulation and data use.

What does the future look like for Gen Z?

So, what will Gen Z do next? 

This election has demonstrated Gen Z’s increasing influence in the world of politics,  thanks to the power of the internet, and reinforced their interest in important topics. Whether pleased or displeased with the results, many young people are looking into ways to remain politically active, such as preparing for upcoming elections or advocating on social media. 

As they prepare to face or embrace upcoming changes, 2024 has been the year of the Gen Z voter: they’ve shown political consciousness and are determined to have their voices heard. 

The rise of the 4B movement

There’s one significant trend that’s appeared off the back of the election results: the 4B Movement. 

Starting in South Korea, the 4B Movement reflects growing opposition to traditional gender norms. The ‘B’s (shorthand for the Korean prefix ‘bi’, which means ‘no’) represents the four main areas that this community of women chooses to avoid: dating, marriage, giving birth, and sex. 

The 4B movement has gained popularity among women outside of South Korea in recent years, particularly in light of global political climates that many believe are less in favor of gender equality. Following Trump’s re-election, some Gen Z women in the US are concerned about how his policies may impact women’s rights, and are tuning into the movement at a rapid rate.

Whether following the movement seriously or simply showing an interest, it’s certainly an interesting commentary, and one to keep an eye on…

How can brands reflect the values of Gen Z in a post-2024 election world?

To secure Gen Z’s attention and spend, brands first need to understand (and reflect) the values that matter most to this generation. Now, post-election, brands have the chance to match their messaging with the topics young customers are most concerned about. 

Since climate change is still a major worry, making sustainability a key focus should be a priority for brands. If your brand is an eco-friendly, planet-lovin’ one, consider highlighting the precise steps you’re taking to be more sustainability: Gen Z will thank you for it. 

Additionally, and perhaps most importantly, keep a finger on the pulse. Discussion around important sociopolitical causes, from gender equality to privacy rights, are constantly evolving amongst Gen Z, and by paying close attention to their worrries and responding with sincere, doable actions, you can ensure you’re consistently hitting the mark with this generation.

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Gaeun Woo was born in South Korea. She moved to Shanghai, China, at the age of 14 and graduated from the British International School. She is a student at Yonsei University in Seoul, Korea studying Cultural Media. She went to Michigan State University as an exchange student in April. In her spare time, she loves listening to music and watching a movie. She is currently into watching musicals in London.

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*Pion research, 2024

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