Joe Biden’s exit from the presidential race
transformed the 2024 election from an intragenerational battle between him and
Donald Trump to now an intergenerational campaign between Harris and
Trump. The key to Harris’ electoral
college victory is adeptly playing this intergenerational game across five or six swing states where
the election will come down to what
150,000 to 200,000 voters will do. While
Harris needs to motivate voters across several generations, she especially
needs Millennials and Gen Z.
Harris’
decision to select Minnesota governor Tim Walz as her vice-president indicates
that she understands this generational contest, selecting a candidate potentially appealing across
generations, but especially to an emerging
Millennial and Gen Z voting bloc.
The 2024 presidential race is now
a new campaign reset along many dimensions, including a generational contest
between Trump and Harris. What we know is that across the
five generations voting this November—the Silents, Baby Boomers, GenX,
Millennials, and GenZ—there are profound policy preference differences, with
the latter two generations being far more liberal on a range of issues including
reproductive rights, voting rights, immigration, LGBTQ+ issues, gun regulation,
and many other social issues.
We also know that in general the
Republican and Democratic parties are divided along many dimensions, with there
being a generational split with more Silents and Boomers favoring the former, while Gen X,, the Millennials, and GenZ favor the
Democrats. But while Biden was
candidate, he was unable to motivate these generational voters, especially in
the six or so swing states that will
decide the election.
Harris’ choice of Walz challenges
conventional wisdom of picking a political moderate in a swing state. Her selection of Walz—a liberal from
Minnesota—suggests here campaign is going fully progressive, seeking to motivate
these new generations. Its sets up a
contrast to Donald Trump whose selection of JD Vance, sets up a clear
liberal/conservative and generational voting divide. Both presidential candidates
and parties are playing generational base politics.
Harris may be better positioned to
play this generational politics than Trump by the simple fact that generational
ascendency and descendency are factors in this election. This election features
the last gasp of the Silent generation in terms of its influence in American politics. Beginning in 2020 the Baby Boomers no longer
were the largest generational voting bloc in America, and are now being
eclipsed by the millennials and Gen Z, who in 2020, were 37% of the voting
bloc. Now they're nearly 40%. The
voters and constituencies Trump is
appealing too are literally dying out, while for Harris her supporters are
coming of age.
The Millennials and Gen Z view the
two major parties as two stores with two different menus. They are not
completely sold on either the Democratic or Republican parties and would like
to see more mixing of the different items on the policy menus. This again suggests
appealing to them by emphasizing themes of unity and cross-party policy. They
are generally liberal on most issues, more centrist on fiscal issues. They
remain worried about college education affordability, health care affordability, buying a home, as
well as crime, the environment and guns.
The key to this election is both
generating communications that appeal to specific generations, as well as cross
generational themes. Each generation looks to different media for its sources
of information, and successful campaigns need to use those media to target them
with different symbols and themes based on defining events in their life that
help them to continue to frame their perspective on the world. Generational
politics is real. But it is real in the
context at perhaps five or six swing states will decide this presidential
election.
In Harris’ acceptance speech she seemed to acknowledge the reality
of the generality differences across the six or so swing states and where 150,000
to 200,000 voters will effectively determine the election.