Investigation Indicates Nearly 50% of Youthful Voters May Avoid 2024 Election Booths

Last Updated on: 7th February 2024, 05:49 pm

With the 2024 general election on the horizon in the UK, recent data from youth research organisation Prograd* reveal the deep levels of apathy among young British voters.

A Concerning 43% of Youthful Electorate May Omit Voting

Prograd’s survey, encompassing 2,298 UK respondents, unveiled that nearly a fifth (22%) of Gen Z’s eligible voters are resolved not to participate in the upcoming election, with an additional 21% undecided, marking the highest ambivalence rate among all age groups surveyed.

The demographic of Gen X, individuals between 44-59 years, displayed the highest political engagement, with 71% intending to vote, closely trailed by millennials at 64%.

Concerning reasons for potential non-participation, 14% of the Gen Z cohort feel their vote would be inconsequential, and an equal percentage are disillusioned by the lack of representation among the candidates.

Among young voters pondering participation, over a third (34%) remain undecided on their choice of candidate, suggesting that political parties that resonate with this demographic could tip the scales in their favour.

The sense of political disconnection isn’t confined to Gen Z. Across the UK, the electorate in Northern Ireland exhibits the highest level of disengagement, with 23% planning to abstain from the 2024 elections, followed by 20% in London and 19% in Scotland.

Top Policy Priority: Funding for Public Services

In terms of policy preferences, a commanding 72% of British respondents prioritised government funding and the quality of services like the NHS. Additionally, 59% supported tax reduction policies for the low-earning populace, and 45% were in favour of more rigorous environmental policies.

Interestingly, the reduction of student loans was a priority for 37% of voters, outpacing the desire to reduce interest rates, which garnered 35%. For Gen Z, reducing student loans was particularly pivotal, with 85% viewing it as essential, especially against the backdrop of a 7% interest rate for many graduates.

Other key policies for Gen Z included reducing national insurance contributions (88%), enhancing sustainability (80%), and lowering interest rates (73%), indicating the potential leverage of economic policies in attracting young voters.

Economic Challenges at the Forefront

The economic wellbeing of the nation is a pressing concern, with the electorate particularly sensitive to tax increases. A significant 80% perceive that low earners are excessively taxed in the UK.

Reflecting on the financial prospects of the UK’s youth, a vast 83% of the population believes that the current generation is financially disadvantaged compared to their predecessors.

Reflecting on the insights, Marco Logiudice, Co-Founder at Prograd, remarked: “After such a politically turbulent few years, you’d think that young voters would be rushing to the polls to have their voices heard – but this certainly isn’t the case. Politicians need to do more to captivate young people and present policies that resonate with them. Those that do have a real opportunity to swing the ballot”

For bespoke Gen Z insights, Prograd is accessible at

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