Alice Barrow
Rebecca Utting (Batman)
Missing the;
Understanding the missing youth vote; a personal attempt to understand why youth (30 years and under) aren’t voting in local elections.
point
desire
opportunity
vote
What began as collaborative university assignment sparked a personal an introspective dive into why Zillenials (myself) treat their local election booths like an an encounter at a party with that hinge match you message from time to time. The one you keep the thread going with but have no intentions of actually meeting up with. Like local elections, you know they are over there, probably should say hello but you don’t actually want to.
National and international statistics have shown that the youth vote (aged 18-25) has steadily been decreasing for a number of years, despite what seems like an increase in political awareness (I rebuff the term ‘wokeness’) amongst this cohort. Local election turn is even worse. Aotearoa’s 18-24 years old’s are documented as being half as likely to vote in local elections compared to somebody who is over 65 years old.
I myself am known to indulge in political discourse, who doesn’t love engaging in a spiced conversation - a’lil fire never hurt anyone.
But like many of my peers, I too am guilty of never actioning my words. My opinions and thoughts, although very much exasperated stay very much confined to the realms of my living room. Much like the wine stains split as an accidental by product of said exasperations.
This gap in the youth vote seen across our local elections is forging what is too be expected - a lop-sided democracy. One that favours the mindset (and agenda) of an older generation.
In a climate that is quite literally increasing, as youth and myself are so acutely aware off, it is odd that our voter turnout is continuously decreasing.
We know that elections matter, we engage in political conversations. But similar to our online dating matches, we keep our distance (maybe I just date like a boy).
I want to know where our missing vote is, why it’s missing and how do we find it.
Introduction
How different generations vote
This report investigates Gen Z’s stance on both local councils and local council elections. With hopes to distill why the youth voice, and particularly why my ever so slightly obnoxious (but importantly not woke) voice is not making it’s way to the voters booth.
Through mixed primary research methods, Batman and I were able to establish a nuanced take on Gen Z’s thoughts, opinions, perceptions and behaviours surrounding their local governments.
Further research explored how older generations perceived Gen Zs relationship to voting, and also how, with age their own voting behaviours and perceptions changed.
From all our research pockets, we collaboratively made a series of recommendations that we believe councils could take to increase youth engagement.
Boomers
Mark circle like so
Gen X
Millennials
Gen Z
Contents
Research
Discover
Define
Develop
4 - 21
Overview
Objectives
The Problem
Secondary Research
Assumptions
Primary Research
Appendix
35 - 54
Research
27 - 34
Next Steps
Recommendations
22 - 26
Compared Findings
Findings
4
Overview
To best understand how Gen Z view their local councils and local council elections. We went straight to the source, utilising a mixture of personable primary design research methodology. With hopes to establish Gen Z’s thoughts, opinions, perceptions and behaviours surrounding their local governments.
From our first desk research, we were able to form assumptions about Gen Z’s, which was used to ground and format our primary research. Choosing to run both a survey, along with a series of qualitative interviews.
Both our survey and interviews explored Gen Zs outlook on life, and included questions exploring a range of global issues (i.e. environmental, economic, socio-political), as well as their also local councils and elections.
We also interviewed members of older generations to understand how they perceive Gen Z voters and how their own behaviours and perceptions towards local councils and elections have changed over time.
Based on our research, we made a series of recommendations for further research on our territory. We also both came up with separate ideas for solutions.
After the initial whole class workshop in which we explored the broad territory of voting in local elections, we narrowed our territory down to focus on the 18-25 demographic.
Discover
5
Objectives
Through our research, we wanted to establish...
How do older generations perceive Gen Z voters and their attitudes?
Was there a point in time where older generations became interested in local politics?
Why is voter turnout for Gen Z considerably lower than any other demographic?
What causes apathy and disenfranchisement in Gen Z voters and non-voters?
What would incentivise Gen Z to participate in local body elections?
Discover
Secondary
Research
Initial desk research provided context around why the youth voter turn out is continuing to decline.
This background knowledge was then used to form assumptions. From which, said assumptions were then used to frame questions for both our quantitative and qualitative primary research.
Discover
5
Key Findings
1
Youth voter rates have been decreasing.
Both national and international statistics have shown that youth voter (aged 18-25) rates have steadily been decreasing for a number of years. In Aotearoa alone, 18-24 years old’s are documented as half as likely to vote in local elections compared to somebody who is over 65 years old.
Local Councils and Gen-Z are disconnected.
A Waikato survey 283 young people between the ages of 15-35 in the Waikato region and showed that rangatahi have limited to no knowledge surrounding what councils do. Therefore limiting there in interest and desires to subsequently vote.
There is a lack of youth-specific campaigns.
There is a general lack of campaigns geared towards Gen Z and issues that relate to them and a lack of youth representation across councils also discourages youth to engage in local council politics.
Postal voting favours homeowners.
The nomadic nature of youth reduces their opportunities to vote due to postal ballots not reaching them. Postal voting favours older homeowners, where as the transient nature of young adults limits their. A Stuff survey found 30% of respondents aged 18 to 34 never received their voting pack. With an additional 23% of respondents stating the voting process made it too difficult to cast a ballot.
3
7
Secondary Research
7
Discover
Key Findings
1
Youth voter rates have been decreasing.
Both national and international statistics have shown that youth voter (aged 18-25) rates have steadily been decreasing for a number of years. In Aotearoa alone, 18-24 years old’s are documented as half as likely to vote in local elections compared to somebody who is over 65 years old.
Local Councils and Gen-Z are disconnected.
A Waikato survey 283 young people between the ages of 15-35 in the Waikato region and showed that rangatahi have limited to no knowledge surrounding what councils do. Therefore limiting there in interest and desires to subsequently vote.
There is a lack of youth-specific campaigns.
There is a general lack of campaigns geared towards Gen Z and issues that relate to them and a lack of youth representation across councils also discourages youth to engage in local council politics.
Postal voting favours homeowners.
The nomadic nature of youth reduces their opportunities to vote due to postal ballots not reaching them. Postal voting favours older homeowners, where as the transient nature of young adults limits their. A Stuff survey found 30% of respondents aged 18 to 34 never received their voting pack. With an additional 23% of respondents stating the voting process made it too difficult to cast a ballot.
3
7
Secondary Research
7
Discover
8
Assumptions
Gen Zs are often in shared housing environments (renting, boarding or living with whanu). These environments make them both less inclined to interact and or invested in their local communities.
Gen Zs are disenfranchised with their local councils.
Gen Zs do not understand their local councils and what they provide for the community.
Gen Zs do not believe their vote makes a difference in elections.
Based on our secondary research, we formed the following assumptions:
Older generations are more invested in their local governments and elections as they are more likely to be homeowners who are financially invested in their communities.
Gen Zs are often apathetic towards their local governing bodies.
Discover
Primary
Research
9
Initial desk research provided context around why the youth voter turn out is continuing to decline.
This background knowledge was then used to form assumptions. From which, said assumptions were then used to frame questions for both our quantitative and qualitative primary research.
Discover
10
We conducted a survey via Survey Monkey alongside qualitative interviews with Gen Z. The goal of the survey was to gather information on Gen Z around their attitudes but we also included open-ended questions
The survey was distributed across Aotearoa via social media, on various local groups and through our personal networks.
Participants needed to be over 18 in order to participate. They did not need to have voted in any election and we tried to emphasize this so non-voters would feel they could contribute.
We had 33 responses in total but eliminated responses that were incomplete with blank answers. Responses from participants over the age of 25 were also disqualified. This left us with 22 eligible responses.
The following pages explore some of our key findings extracted from our survey results.
Quantitative
Primary Research
45% of respondents said they lived in Wellington.
18% of respondents said they lived in Auckland.
23% of respondents said they lived in Christchurch
The remaining participants lived outside of these districts
Discover
“I didn't know the people in my electorate and didn't feel like it'd make much of a difference if I voted because it’s not for parliament”
Anonymous survey participant
Quantitative Findings
1
Prominent Disillusionment
68% of all respondents either believed or strongly believed that their vote did not make a difference.
11
Discover
3
12
Quantitative Findings
Housing Matters
Our survey offered insights into how different housing situations can influence both a person’s interaction with their local council and their decision to vote.
We found that majority of our participants rented, but 36% said that they lived with their whānau.
Of the participants who said they live with whānau, half said they did not vote in their last local election. However, 87% of people who lived at home or with whānau said that they would vote in the next local elections.
Leading us to assume that when living in a mixed generational and in more permanent households, people might be more open to discussing local politics and therefore participating in the vote.
87% of those who said they live with whānau said they intended to vote in the next local election.
Discover
Quantitative Findings
Conversation can lead to change
Does intend
to vote
Does not
intend to vote
*
*
Did not respond to anwser
Half of our survey participants said they are interested in both global and national politics. However only 45% turned their interest into action and voted. Indicating that somewhere along the voting journey, Gen Z are missing the momentum to carry this in to the physical booth.
Our finishing survey question asked participants if they intended to vote in the next elections. Surprisingly the dial switched, with majority suggesting they intend to vote in the next election.
Again, reinforcing the idea that when people engage in local political discourse, voting probability increases.
13
Over half of our participants said that they intend to vote in the next local elections following participation in this survey.
Discover
14
What was interesting once we built the matrix and looked at where we expected to find trends in the data, we found that there was often very little overlap or trends between responses.
For example, when looking at the responses for Participant X and Participant Y in greater detail, we found Participant X had voted in their last local election, but had also strongly agreed with the statements, “I don’t care about my local council”, and strongly disagreed with the statements, “I know what my local council provides for me and my community” and “I know the process for voting in the local council elections.”
On the other hand, Participant Y did not vote in the local elections, but strongly agreed with the statements, “I know what my local council provides for me and my community” and “I know the process for voting in the local council elections.” and strongly disagreed with the statements “I don’t care about my local council.” and “My vote doesn’t make a difference.”
We could only really conclude that there’s not one single contributor to a lack of voting in the Gen Z demographic, but several. These contributing factors seemingly compounded together together form the foundations for voter apathy or disenfranchisement. These contributing factors also vary depending on the individual.
Survey Final Comments
Quantitative Findings
Discover
15
We used our survey responses to formulate our questions in our qualitative individual interviews.
We interviewed 7 members of Generation Z to understand more about how they perceive and behave towards their local governments and elections.
We also interviewed 4 participants who were 26+ years of age to learn more about how their attitudes.
The complete interview guide can be found in the appendix.
Qualitative
Primary Research
Discover
Primary Research
Qualitative Findings
1
3
16
Finding 1
Gen Zs who do vote, do so because they feel their vote counts or that it is their civic duty to vote.
“I think that there is an obligation to vote even if you don't know, as much as you would like to.”
Finding 2
Gen Zs are disenfranchised with their local governments because they do not feel the council gives them reasons to care.
“Yeah, because I just feel like if you live in this country, and you care about your environment, and the people then you should, like, I just feel like as a person that it's a duty.”
Finding 3
Gen Zs are unaware of what the council does or provides for their local community.
"So the local government, I don't think I have I have a very general image of what they are."
Finding 4
Whānau influence one another on their understandings of the local govt and local election.
“Usually a family member will put their hand up to do research [on the council/election candidates]. And we will live in the same area, and then we'll vote based on that one person's research. Because we don't have time to do it ourselves.”
Discover
Primary Research
Qualitative Findings
1
3
17
Finding 5
Gen Zs have a very cynical outlook on the future.
“I was always very optimistic. I'm optimistic about the people. But not the logic, just structures running things and not the climate, I've got concerns about how things are going, I have a general sense of hope. But that diminishes day by day as we reach, you know, catastrophic flood levels in the middle of summer”
Finding 6
Both older and younger generations feel more can be done to engage young voters.
"Maybe a youth liaison. So role in government that's specifically designed to liaise with that age group to join and promote engagement."
Finding 7
Council and election information is not "targeted" at young voters.
“The newspapers, I know do publish a lot of stuff on them. But no one my age is looking at a newspaper for anything other than papier-mâché. Yeah, like if we're looking for information, it's getting Googled. And if information is popping up, it's on social media."
Finding 8
Gen Zs have very nomadic and temporary/short sighted lifestyles.
“I feel like it may be because I've moved around a lot in the past couple years. I've always been moving and so I kind of don't really feel like my interest is as piqued as it would be if I stayed in one place for a long, long time.”
Discover
Primary Research
1
3
18
We were able to deviate our findings from our Qualitative Research into the following 3 key insights.
These Insights are similar to are quantitative findings, but offer more robust reasoning.
Qualitative Insights
Discover
Primary Research
1
3
19
Local councils don’t give Gen Z any reasons to care
Gen Z believe that local councils aren’t interested in issues which are pressing to them (e.g. climate change, financial challenges) which means they (Gen Z) are disenfranchised and don’t see how their vote would change anything.
Findings 2, 5, 6, 7
Insight 1
“It kind of makes you feel pretty sh*t because they're our council and they're supposed to be here for our community, but it just feels like they're taking more off people that don't have enough in the first place.”
Interview Participant LC
Discover
Primary Research
1
3
20
Gen Zs are dust on the wind
Because many Gen Zs move to the larger cities in order to start a new life outside of the proverbial nest (commonly at Uni), they do not feel the need to put down roots and learn about local politics. This means they are apathetic towards local issues as they do not feel said issues make an impact on their lives.
Findings 2, 5, 6, 7, 8
Insight 2
“You can't go buy a house.
You're not going to retire.
You're really going to work until you die and it's like there's not anything
showing that that's gonna change?”
Interview Participant LC
Discover
Primary Research
3
21
Insight 3
Whānau can have a huge impact on voters
Gen Zs are often unaware of what their local councils provide or do and they are often reliant on their friends and family for information about local councils or who to vote for in local elections. This means families can influence the youth vote.
Findings 1, 3, 4
Discover
22
Compared
Findings
Our research has confirmed that there is the disconnect between Gen Z and their local government bodies.
Our secondary research showed:
Youth voter rates are decreasing overall and have been for a number of years
There is a disconnect between local councils and Gen Z
Postal voting favours homeowners
There is a lack of youth-specific campaigns.
Our qualitative and quantitative research confirms Gen Z are disenfranchised with their local governments because they don’t see their councils showing any influence in areas that Gen Z are most passionate about (e.g. climate change, the state of the economy).
Our research also shows that there’s not one single factor that means Gen Z individuals do not vote, but several which compound to cause voter apathy and disenfranchisement.
These overlapping factors include but are not limited to:
A lack of election campaigns which tackle issues relating to Gen Z
The current “doom and gloom” state of the world as a result of climate change and financial hardship (among other issues)
The nomadic nature of Gen Zs moving to different electorates
Flaws in the electoral role system which means voters often do not receive their voting packs
The overarching result is that for Gen Zs, this creates the image of a flawed and apathetic local government that appears as if it doesn’t want to engage with their local youth.
Define
23
Compared Findings
The above diagram highlights some of the key trouble areas found from our research.
We concluded that the biggest component to why Gen Z don’t vote is through a wide spread lack of knowledge on what and who the councils are.
This information is missing due to a variety of both physical and non-tangible influences. Ultimately creating a sense of tension between local council's and Gen Z voters. Where Gen Z’s feel disengaged with their community, often disenfranchised and lends to strong apathetic attitudes towards councils.
Physical influences
Non-tangible influences
Lack of general council knowledge
Disengagement
Disenfranchisement
Apathy
Lack of youth centric campaign material
Gloom and Doom Attitude
Priorities are not aligned with council services
Lack of belonging
Lack of representation
Postal voting favours homeowners
Transient nature of Gen Z’s
Define
24
Any given data source is only ever a snapshot in time and the reliability of that dataset becomes less reliable as time goes on.
We have only collected and collated research based on a small sample set whose opinions may change over time. Their opinions and priorities may also be different from those of the generations before or after them. It’s impossible to tell what our participants may think in a year, or how their priorities may change if/when their circumstances do.
Therefore, further research should be conducted with Gen Zs over the coming years to see how their opinions change. (A caveat with repeating or continuing the research, however, would be how these discussions or interviews could inadvertently influence changes in participants’ attitudes.)
Further research should also be conducted into other generations, both older and younger, to establish how the identified factors in the Compared Findings section could change or even be replaced by other concerns.
Considerations
Compared Findings
Define
25
Define
Problem framing
Taking in consideration all our new discoveries we set forward with a new direction. Formulating a new problem statement, and seeking ways to understand and best address our new goal.
26
Define
MDDN 416 A3 Report
How might we create avenues for local government bodies and Gen Z to connect, so that young people will feel compelled to vote in the local elections?
The Problem:
Originally, we decided after completing the research phase of the assignment, we planned to split off and note down proposed solutions on our own. We each had planned to come up with three recommendations each and work on the remainder of the report separately.
However, once we compared the proposed solutions we were planning to add to the Recommendations section, we found two out of three of our solutions were similar enough that we felt it would be best to collaborate for the remainder of the project.
The following pages cover our combined proposed solutions along with why we think these could be successful if delivered correctly.
We feel that each meets the our problem statement by creating multiple avenues for councils and Gen Zs to connect.
We have relied heavily on the insights that have come from our mixed methods of research. With our recommendations addressing our insights as follows;
Insight 1 corresponds to Recommendation one,
Insight 2, to Recommendation two, and
Insight 3 to Recommendation three.
Develop
27
Next Steps
Originally, we decided after completing the research phase of the assignment, we planned to split off and note down proposed solutions on our own. We each had planned to come up with three recommendations each and work on the remainder of the report separately.
However, once we compared the proposed solutions we were planning to add to the Recommendations section, we found two out of three of our solutions were similar enough that we felt it would be best to collaborate for the remainder of the project.
The following pages cover our combined proposed solutions along with why we think these could be successful if delivered correctly.
We feel that each meets the our problem statement by creating multiple avenues for councils and Gen Zs to connect.
We have relied heavily on the insights that have come from our mixed methods of research. With our recommendations addressing our insights as follows;
Insight 1 corresponds to Recommendation one,
Insight 2, to Recommendation two, and
Insight 3 to Recommendation three.
Develop
27
Next Steps
There is an obvious disconnect between Gen Z and their local councils.
This is mainly driven by a lack of interaction between youth and councils as a whole, which subsequently increases voter apathy, disenfranchisement and disengagement across this age bracket.
The following 3 recommendations have arisen from the findings and insights, and can be put forward as solutions local councils could take to deepen their relationship with rangitahi;
Spread Awareness.
Educate, Educate, Educate.
Empower.
Recommendations
Develop
28
Recommendations
1
Spread
Develop
Knowledge surrounding what the local council is; how it is operated, what services they offer, and then how to vote is both difficult to find and is also not communicated in a way that captivates rangitahi.
Communications and information that is targeted at young people is needed to equip them with the knowledge to engage in local politics.
Clear, insightful and engaging communications needs to be delivered year-long across both physical and digital spaces that youth interact with; namely social media, physical places of high youth interaction (skate parks) and council connected events.
It is recommended local councils offer information on the following:
General council knowledge; what it is, the services they offer, and the councils direct relationship (impact) with youth;
How to enrol;
How to vote;
The voting process;
Candidates, their beliefs, offerings and plans;
Methods to engage with local council.
29
Recommendations
1
Spread
Develop
The following offers two ways to engage youth;
Councils should utilise the likes of Tik Tok, Instagram and Youtube to not only spread awareness about the Auckland City Council but also directly interact with this demographic. Campaigns using these platforms should be devised, designed and delivered in keeping with the chosen platform.
Councils should form partnerships and or develop collaborations with businesses that have a large invested interest in the youth population of Aotearoa. Together they could curate opportunities that engage youth and utilise already established digital communities.
30
3
31
Recommendations
Educate, Educate, Educate
Implement council initiated and funded education programmes in secondary schools and tertiary institutions.
It is fundamental for young people that they have an understanding of their position within their communities, what councils provides for them as current, and more so how current decisions will impact their futures.
Education workshops, programmes and initiatives that encourage youths to understand and critically evaluate their position with in their communities and the subsequent global connection has the possibility to instill youth with a greater sense of belonging. Both in a local and global context.
Education would again equip rangitahi with the knowledge and tools to engage in local politics. Education programmes should be implemented with their audience in mind and therefore should be delivered accordingly.
Develop
3
32
Recommendations
Educate
Secondary education
Workshops with a focus on the following;
Understanding the youth position in a local and then global context, or vice versa;
The importance of the youth voice and how to use it;
General council knowledge; what it is, the services they offer, and the councils direct relationship (impact) with youth;
Tertiary education
Workshops with a focus on the following;
Understanding the youth position in a local and then global context, or vice versa;
The importance of the youth voice and how to use it;
General local council knowledge; what it is, the services they offer, and the councils direct relationship (impact) with youth;
How to enrol;
How to vote;
The voting process;
Candidates, their beliefs, offerings and plans;
Methods to engage with local council.
A deeper union between councils and localised tertiary institutions that with council funded education tactics help to foster the youth-council relationship. This could include;
Course work that includes elements that discuss the Auckland Council as an entity and the services they provide;
Auckland City Council pop ups at relevant university events;
Scholarships and or Grants.
The following are suggestions as to how and what should be taught across the two differing academic levels;
Develop
Recommendations
Empower
*
33
It is fundamental for young people to feel empowered to be able to connect with others, not just the councils and their peers, on local government politics and issues.
This connection could be amongst their own friends and family. By having conversations about the vote. it’s technically illegal in New Zealand to tell someone who to vote for, yet families still rely on one another to research candidates and make a call on who to vote for. This can be dangerous for young voters.
They could be influenced to vote for a candidate who might not align with their (the voter’s) political values. For example, Morgan, a non-binary 19 year old who might be a liberally-minded Gen Z, votes for an alt-right conservative who is anti-Trans. Morgan votes for this candidate because their Uncle Tommy told them they were the best candidate available. Morgan is in a position where they vote for a candidate who does not align with their political values because they have relied on the influence of their uncle rather than feeling empowered to have the necessary conversations about what they want.
Develop
Recommendations
Empower
*
34
An event for families or young people where they play a specially designed card or board game that teaches them about how councils work, what they do, and includes a round of “voting” is what I would propose.
The card/board game would have to be prototyped and usability tested multiple times to make sure that the complex issues that surround local councils and elections, but the topics covered would encourage families and young voters to discuss;
the outcomes of voting
the consequences of not voting
the impact of youth voters
what councils do and provide
how to enrol to vote
how to cast a vote
understanding what questions to ask candidates to ensure users are getting the information they want
how to have healthy discussions around politics (local or central)
The following suggests the creation of a board game to encourage cross generational conversations discussing local councils and elections;
Develop