Donald Trump did better with American young people last fall than any Republican candidate in decades. He won men under 30, won men of college age, and even won the youth vote in the swing state of Michigan. American young people were widely assumed to be uniformly liberal, and expected to remain so forever and ever. But the reality was anything but. I saw this trend playing out in real time as I toured the country speaking on college campuses to crowds of three, four, and even five thousand strong. Young Americans were not happy with Joe Biden’s America or Kamala Harris’ vows to continue it, and they were ready to return to the president they associated with a more prosperous pre-COVID time.
It was a big win. But it was also impermanent. It could be a one-off. It could easily be explained by the aftermath of COVID or the incredible political charisma of Donald Trump himself. The youth vote of 2024 wasn’t so much a win as it was an opportunity: A clear demonstration that conservatives actually can compete to win the votes of American young people, rather than writing them off.
The challenge for Republicans now is seizing this Gen Z opportunity. Because Gen Z won’t become lifelong conservatives thanks to a good campaign or slick online memes. They’ll only become lifelong supporters if we’re able to deliver for them on the big issues that matter.
Experts expend a lot of effort and ink explaining what Gen Z ‘wants.’ But between my campus visits and my work running Turning Point USA, I talk to as many Gen Z’ers as anyone in the country. They want basic economic success and security like the generations before them. They want a home, they want a family, they want to feel like they are building something and that they are a part of something.
And right now, on that front, Gen Z has a lot of problems. Economically, things are dire. In 1984, the median American home cost about three and a half times the median income in America. Today, the median house costs almost six times the median income. Rent isn’t much better, and has risen more than 50% in real terms since the 1970s.
