Survey: Three Strategies to Engage Millennial Voters

Digitally sophisticated Millennials are involved with issues, not politics.

Feb 08, 2016, 09:00 ET from Radius Global Market Research

NEW YORK, Feb. 8, 2016 /PRNewswire/ -- As the U.S. presidential primary season heats up, a survey of the youngest voting-age consumers shows that candidates may have a tough time earning their vote. Radius Global Market Research (Radius GMR) found that Millennials (ages 18 to 34) are voting at comparably low rates and don't identify with either major political party.

"Our Radius GMR survey showed that while Millennials are turned off by politics as usual, they are actively involved in the issues that mean the most to them," says Jamie Myers, Radius GMR's Global Director of Client Services. "Three key strategies emerged as likely paths to engagement for candidates courting Millennial voters."

1. Have a well-defined action plan for the economy and environment.
The majority of Millennials (56%) are worried about having enough money to pay the bills every month. That worry about home finances carries over to feelings about the U.S. economy with nearly half (49%) being pessimistic about the country's financial future.

The majority of Millennials (60%) are also worried about the environment, more than any other generation. Millennials turn this concern into action through a broad range of activities including: recycling in their household (45%); adjusting daily lives for energy conservation (37%); and purchasing energy generated through sustainable sources (14%).

2. Tap into the Millennial volunteer spirit.
Despite their lack of engagement in traditional politics, Millennials are more likely than other age groups to actively engage around an issue they believe in with 66% saying they've volunteered. They are also likely to be involved in peer-to-peer philanthropy including: donating money to cause or organization (51%); signing online petitions (45%); and supporting a crowdsourcing campaign (25%).

3. Run a sophisticated digital campaign.
While most candidates recognize that Millennials are leading rich digital lives, it is also important to realize that Millennials are very comfortable conducting traditionally "in-person" activities such as banking and healthcare online. Only 20% of Millennials' banking transactions involve a branch teller. Nearly 40% have paid for an online health consultation with a physician. Millennials will look for a full range of opportunities to be involved though digital channels.

Radius GMR's online survey of U.S. consumers was conducted in September 2015.

About Radius Global Market Research
Radius Global Market Research ( is one of the largest independent market research companies. For more than 50 years, the firm has partnered with global marketers to develop insights-based strategies that drive brand performance. Radius GMR is based in New York. Global operations include London-based Radius Europe, Radius MEA in Dubai, and Radius Asia in Beijing.


SOURCE Radius Global Market Research