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Insight of the Day: Who Young Europeans Told Us They’d Be Voting For


  • Voter Indecision: A significant portion of young Europeans are undecided about which party to vote for in the upcoming EU elections.

  • Far-Right Support: In France and Germany, a notable percentage of young people are inclined to vote for far-right parties—26% for the National Rally in France and 20% for Alternative for Germany.

Key Takeaway

While most young Europeans have a preferred political party, a substantial number remain undecided. Far-right parties are gaining traction among the youth in some key countries.


  • Political Engagement: There is a growing engagement among young Europeans in political processes, with many countries lowering the voting age to 16 to encourage participation.

  • Economic Concerns: Economic issues, particularly those affecting housing and employment, are primary drivers for the youth's political preferences.


  • Young Europeans are increasingly politically aware and engaged, with a significant number leaning towards far-right parties in countries like France and Germany.

  • Economic conditions and social issues are pivotal in shaping the political views of Gen Z and Millennials.

Implications for Brands

  • Encouraging Voting: Brands can engage with young consumers by promoting voter participation without endorsing specific parties. This aligns with the 63% of young Europeans who appreciate brands encouraging voting.

  • Neutral Campaigns: Successful campaigns, such as Spotify's “Play your part, Europe” and Snapchat's election filter, highlight the effectiveness of neutral, voter-encouraging initiatives.

Brands looking to connect with young European voters can take a page from Spotify and Snapchat by developing neutral campaigns that promote civic engagement while steering clear of partisan politics. This approach not only resonates with the youth but also enhances the brand's image as a socially responsible entity.

Why Young Europeans Are Leaning Towards Far-Right Parties

Economic Concerns

  • Housing Crisis: The ongoing economic recession and housing crisis across Europe are significant issues. Young people are facing difficulties in affording homes, which far-right parties are addressing directly, resonating with those affected​

  • Job Insecurity: Economic instability and job insecurity are major concerns for the youth, making them more receptive to parties that promise stronger national policies and economic reforms.

Nationalism and Immigration

  • Nationalistic Policies: Far-right parties like France's National Rally and Germany's Alternative for Germany advocate for nationalistic policies, including strict immigration controls and prioritizing native citizens for jobs and resources. These policies appeal to young people who feel that their economic opportunities are threatened by immigration​ 

  • Cultural Identity: Concerns about cultural identity and preservation are also factors. Young voters may feel that far-right parties are more committed to maintaining national traditions and cultural norms.

Distrust in Traditional Parties

  • Disillusionment: Many young Europeans are disillusioned with traditional political parties, which they perceive as ineffective in addressing their concerns. This disillusionment drives them towards more radical alternatives that promise significant change​ 

Influence of Social Media

  • Echo Chambers: Social media platforms can create echo chambers where young people are exposed predominantly to far-right ideologies, reinforcing their beliefs and making these parties seem like viable alternatives​ 

  • Targeted Campaigns: Far-right parties are adept at using social media to target young voters with tailored messages that address their specific grievances and fears.


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