Gen Z and Millennial Voters Back Labour but Will the New Government Meet Their Expectations?

By Lydia Richmond, Associate Director at Purpose Union

In this blog we discuss the first insights from the Purpose Pulse, offering a deep dive into the current state of the UK and what both the incoming government and businesses should be focusing on as we enter a new political era …

This year is shaping up to be - let’s say - an “interesting” period for UK politics, with the election marking a significant shift in the country's political landscape. For the Labour Party they may have the brief opportunity to enjoy celebrations post their achievement, but the work will soon start as the country’s new government.

In April this year, Purpose Union conducted polling of Gen Z and Millennial citizens* as part of our latest Purpose Pulse. For some in this demographic, this was their first time voting in a general election. Focusing specifically on the UK’s two biggest political parties, Labour and Conservatives, we wanted to share some teasers from our extensive polling. 

What did we uncover?

As played out in numerous other polls leading up to the election, those aged between 16-43 years old in our polling shared a significant preference for the Labour party. Both Gen Z and Millennials were almost three times more likely to vote for Keir Starmer’s party (51%) than Rishi Sunak’s (18%). 15% of respondents told us they would not vote for any party, reflecting the disillusionment gap that exists (especially amongst voters under the age of 24). 

Trust in Institutions

Perhaps unsurprisingly, Gen Z and Millennial Labour voters reported having less trust in the government to solve today’s big challenges (33% vs 51% of Conservative voters). What’s interesting is that their trust in business to solve big issues is lower also - 35% versus 57% of Conservative voters. These Labour voters are also less likely than Conservative voters to trust company CEOs as the messenger on what their company is doing on social and environmental issues (31% vs 43%). This should be food for thought for business leaders as they may need to work harder to gain the trust, just as Labour will need to build back trust in government.

Issues of the Day

The number one issue of concern for all voters is the cost-of-living crisis, but it is of more significance to Gen Z and Millennial Labour voters (87% find it a challenge compared to 80% of Conservative voters). With other priorities there are clear differences. Our polling reveals that these Labour voters showed greater concern for racial inequality (52% vs. 41%), mental health (77% vs. 67%), and climate change (70% vs. 61%). These Labour voters also feel less optimistic when thinking about addressing climate change (38% vs. 55% for Conservative voters). This combination of widespread concern and lack of optimism suggests a need for more robust climate and environmental policies to turn things around.

Gen Z and Millennial Conservative voters were more likely than Labour ones to prioritise economic issues like student debt (53% vs. 50% Labour) and to be more concerned about the future of AI (46% vs 37%). With discussions about AI increasing in prominence among workforces it is interesting to note that this does not sit higher on the agenda.

Based on our data, if they are to satisfy Gen Z and Millennial supporters, the new government’s policy should focus on cost of living, climate change, racial equality and mental health. As well as a focus on restoring faith in the government's problem-solving abilities. 

With this change in government, "culture wars" may become less of a hot topic. Labour must focus on uniting people rather than exacerbating their differences. Similarly, businesses have a role to play in taking proactive stances on the important issues that people care about, speaking out publicly and advocating for both their customers’ and employees’ best interests. This is not a time to shy away, but rather an opportunity to demonstrate leadership through effective action.

Feelings about the Future

When analysing how voters feel about the future, we noted an emotional divide. Conservative voters tended to be more “hopeful” than Labour voters (69% vs. 51%), and “excited” (61% vs. 45% Labour voters). We’ll have to see if that changes following the latest election result. 

Reflecting on the expectations of Labour voters, it highlights doubt over whether Labour can actually bring about the change that is needed. Labour voters are more “worried” about the future than Conservative voters (53% vs. 43%) - meaning the pressure really is on to ensure Labour delivers from day one to avoid even greater levels of disillusionment.

Overall, it is clear that to succeed, political leaders must continue to engage and excite younger audiences, ensuring their voices are heard and their concerns addressed. Communication strategies that are tailored to address the specific issues affecting the electorate are key. The incoming government will face challenges. By focusing on trust, bringing people together and restoring faith in the system they should be able to alleviate concerns for voters and businesses alike.

As we take in the true impact of these results, change is on the horizon for the political landscape in the UK. The success of this change still hangs in balance, and we are excited to see what happens next...

*Purpose Union and the Brand & Reputation Collective conducted an online survey of 832 Gen Z and Millennials in the UK.  Get in touch if you would like more information about the methodology of this survey.

Purpose Union works with organisations to drive change, maximising their impact through innovative partnerships and creative campaigns at the intersection of business, politics and culture. If you’d like to find out more about how we could help your organisation, see our advocacy services or please get in touch.