Young voters prize authenticity, empathy in candidates: Survey

The Hill | By Joanne Haner

Young Americans want to feel listened to by an authentic and genuine political candidate, according to a new survey from American University’s Sine Institute of Policy & Politics, providing insight into the key voting demographic weeks out from the presidential election. 

The results were unveiled at the Sept. 17 event “What’s America Thinking: Young Voters of Today, Political Leaders of Tomorrow,” hosted by The Hill and the Sine Institute, which included a discussion with lawmakers, researchers and human rights and voter organizations. 

This is the Sine Institute’s third annual survey focused on young voters, with over 1,200 Americans ages 18-34 participating in this year’s survey and oversampling for Hispanic, Black and LGBTQ+ respondents.

The results show that 51 percent of young Americans value integrity and 47 percent value authenticity in a political candidate. Other important traits included inclusivity (46 percent), compassion (44 percent), compromise (40 percent), and idealism (36 percent).

The survey, designed in collaboration with Future Caucus and Close Up Foundation, featured audio clips from an AI-generated, gender-neutral voice that focused on different attributes to determine which leadership styles were most attractive to young voters.  

“One of the chief complaints is that young Americans feel like elected leaders and candidates aren’t listening to them,” said Molly O’Rourke, Sine Institute Senior Advisor and executive-in-residence in the American University School of Communication. She encouraged active dialogue with, and active listening to, young Americans to overcome that barrier.  

The issues on the top of the ballot for young Americans were the economy, healthcare, cost of living and other issues that affect their daily lives.  

Layla Zaidane, President and CEO of Future Caucus, participated in a panel discussion for the event, where she emphasized the importance of tangible impact and voter trust.  

“You can’t talk your way out of a situation you behaved your way into,” she said. “It’s very true when it comes to losing the trust of voters. To earn that trust back, you have to behave in a way that earns it back and deliver results.”  

The survey also found that, while optimistic about their own individual futures, young Americans are much more pessimistic about the future of the United States, with 83 percent of survey participants expressing concern over the state of the country’s democracy.  

O’Rourke said that while both campaigns induce anxiety about the state of the nation, in an era of increased digital connections, the Harris-Walz campaign has made more of an effort to listen to young Americans and engage them in their bid for the White House. 

“When Harris became the nominee, part of her opening week was listening and understanding,” she said. “She’s developed an agenda around housing and other things.” 

The survey also showed that only 49 percent of all young Americans are certain or likely to vote, with Harris voters outpacing Trump voters 59 to 46 percent. 

In a previously recorded interview with Rep. Jake Auchincloss (D-Mass.), who also serves on the House Future Forum Caucus, moderator and Hill reporter Julia Manchester discussed the historical low outcome of young voters.  

“I don’t think it’s realistic to flip the script entirely in one election cycle. This is a generational project,” Auchincloss said. “But we can boost turnout in this election and then going forward.”  

Auchincloss cited early voting, vote-by-mail and grassroots organizing as ways to mobilize younger voters. While there is no “shortcut” to reach young voters, social media and a strong digital presence are important means to connect with the next generation.

“You’ve got to do all of it,” he said. “That is what campaigning is about. You have to go where voters are.”