With the election looming, it’s the question that every politician wants to answer – how to engage the youth. Voter apathy in this age group is high with over half of 18-24 year olds not using their vote.

The next generation of voters are set to face an ever broader and splintered political field than their predecessors. So what’s really important to Generation Z? SuperAwesome’s Insights Team looked into this, focusing on 8-16 year olds.


This generation are not inward looking:

issues important

The most pressing issues for our panellists were poverty and healthcare, with the closer-to-home issue of education falling to third position.

The search for the alternative:

anyone to be PM

David Cameron is perhaps the most recognised and instinctive response for our panellists. Looking closer however, we see mentions of British icons, such as Ed Sheeran, David Beckham and J.K. Rowling. For many, parents are also seen as better options for PM.

The popularity of British icons, or more importantly NEW British icons, is not lost. Utilising YouTube stars to give straight-talking explanations of political issues, the #swingthevote campaign encourages the 6.8million abstainers to use their vote. Come May 7th, we will see if harnessing these new platforms will make any improvements to youth turnout.

Our panellists did show some encouraging signs, with 36% believing voting age should fall to 16. As it stands however, politicians still have a long way to go…

Screen Shot 2015-04-16 at 17.29.57