Democrats need to embrace economic populism to win back young voters, says advocacy group leader | Democrats

Young voters in the U.S. are increasingly calling for Democrats to adopt a platform rooted in economic populism, according to Victoria Yang, the newly appointed interim president and executive director of NextGen America. This advocacy group is primarily focused on mobilizing youth voters through education and registration efforts. Yang’s remarks, made in a recent interview, underscore the urgency of addressing young people’s pressing financial concerns, which they feel the current Democratic leadership has largely overlooked.

### Economic Concerns of Young Voters

Recent focus groups commissioned by NextGen America revealed that those aged 18 to 26 in battleground states are wrestling with anxiety over their financial futures, rather than the polarizing social issues dominating news cycles. Rising costs of housing, food, and education have led many to feel that the socioeconomic system is rigged in favor of billionaires, with working individuals struggling to find opportunities. This sentiment strongly contrasts with traditional campaign discussions, where the narrative often leans toward “woke” topics or international events such as the ongoing conflict in Gaza.

As Yang stated, the paramount issues for young voters revolve around everyday costs—whether it’s groceries, gas prices, or rent. She emphasizes that connecting with voters on these tangible concerns must be the Democratic Party’s priority. Yang believes that if young people are engaged effectively and feel represented through their votes and actions, significant change can occur.

### Learning from Progressive Leaders

Yang pointed to figures like Senator Bernie Sanders and Congresswoman Alexandria Ocasio-Cortez (AOC) as exemplars of the economic populism direction the Democratic Party should embrace. Young voters have praised their willingness to confront economic realities head-on, creating an image of urgency and authenticity that resonates more than the moderated and often perceived as inauthentic stances of some more established Democratic leaders, including Vice President Kamala Harris.

The disconnect between young voters and party leaders is troubling, as last year’s election saw young voters favor Harris over Trump by only a slim margin — a stark contrast to the previous election in which Joe Biden held a 25-point advantage among this demographic.

### Engaging Young Voters with Authentic Messaging

NextGen America has demonstrated that consistent engagement can significantly boost youth voter turnout. By maintaining regular communication with registered young voters, they achieved a 67% turnout rate in eight key states compared to the national average of just 54%. This data illustrates the critical importance of ongoing dialogue rather than superficial outreach close to election dates.

In Yang’s view, it is vital to invest in understanding young voters’ experiences and perspectives. Unlike previous strategies that relied heavily on traditional media platforms, NextGen is innovating by utilizing social media and emerging digital avenues, such as Discord, to create more relatable connections with potential voters. TikTok emerged as a dominant platform among young participants in the focus groups, highlighting the importance of communication styles that resonate, such as humor and authenticity.

### The Challenge Ahead

Despite the Democratic Party’s past successes, Yang highlights an identity crisis within the party, prompting concerns that young voters may drift toward alternative political movements or ideologies. While figures like Trump have successfully engaged younger men through right-wing influencers, she argues that the fundamental issue often transcends individual identities and focuses instead on economics: inflation and the cost of living affect all demographics uniformly.

Yang believes that Democrats must counteract this narrative by adopting an economic populist message that appeals to a diverse range of voters. Acknowledging the nuances of gender and race is essential, but economic hardship becomes a universal reason for young voters to shift their allegiance.

### A Path Forward

Yang’s personal story underscores her commitment to fostering economic justice and equity. Her family’s immigrant journey illustrates the struggles many face and fuels her dedication to amplifying the voices of young people who feel ignored by the political establishment. Programs like welfare assistance and Pell Grants played a fundamental role in her education, which she aims to help sustain for future generations.

In Yang’s vision, the Democratic Party can regain trust by actively listening to young voters and responding to their needs rather than imposing top-down policies. Engaging them throughout their voting journey, rather than just before elections, offers a way to cultivate a robust and informed electorate that feels empowered to effect change.

### Conclusion

The call for economic populism among young voters is more than just a trend; it represents a significant shift in what younger generations are prioritizing in their political representatives. Democrats, led by passionate advocates like Victoria Yang, have an opportunity to connect deeply with this demographic by addressing their most pressing concerns. As Yang has emphasized, the real task lies in meeting these young voters where they are, listening to their experiences, and crafting policies that genuinely resonate with their everyday lives. This approach could very well reinvigorate the Democratic Party, making it a relevant choice for a new generation eager for change.

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