The battle for Gen Z

President Joe Biden speaks as he announces a new plan for federal student loan relief during a visit to Madison Area Technical College Truax Campus, in Madison, Wisconsin, on April 8, 2024.
President Joe Biden speaks as he announces a new plan for federal student loan relief during a visit to Madison Area Technical College Truax Campus, in Madison, Wisconsin, on April 8, 2024.
REUTERS/Kevin Lamarque/File Photo

With President Joe Biden and Prime Minister Justin Trudeau facing upcoming elections, the battle is on to capture young voters. Biden will face former President Donald Trump next November, and the next Canadian election is due by the fall of 2025, but both contests are already underway. Younger folks in both countries are turning increasingly sour on the status quo as they face affordability challenges and feel left behind.

Trudeau has expressly said his government was focusing on Gen Z and millennials, “restoring fairness for them.” And on Tuesday, his government unveiled its “Gen Z budget,” going all in on measures for parents with younger children (new cash for childcare and a school food program), students (interest-free student loans), and housing policy aimed at opening space in the market for younger buyers who’ve been shut out in recent years (with a first-time buyer, 30-year mortgage amortization period and tax breaks for home purchases).

In the US, young voters are focused on affordability, abortion rights, the environment, and student debt, and Democrats will need those folks to turn out on Election Day if they hope to retain the White House and make gains in Congress. Those 43 and under are frustrated with the housing market. Democrats are working to get on abortion rights on the ballot in key states, and the Biden administration is touting the impact of its Inflation Reduction Act on the environment. The president also hopes efforts to eliminate student debt will help alleviate some cost-of-living concerns for young voters.

But Biden is also facing a backlash from Gen Z voters over Gaza and US funding for Israel. The president had hoped tougher talk on Israel would boost his reelection bid, but that’s been complicated by Iran’s attack – although the administration has told Israeli Prime Minister Benjamin Netanyahu that it won’t support reprisals against Iran.

Both Biden and Trudeau need younger voters to turn out to vote for them. In 2016, Biden dominated the Millennial and Gen Z vote by about 20 points over Trump. And while Canada’s Liberals managed a minority government in 2021 with a youth vote that was likely a near-split with the Conservatives, younger voters played a crucial role in Trudeau’s 2015 majority government victory.

This means the coming months will see increasing efforts focused on wooing younger generations.

More from GZERO Media

Listen: Elon Musk, the world’s richest man, made his fortune-breaking industries—space, cars, social media—and is now trying to break the government… in the name of fixing it. But what happens when Silicon Valley’s ‘move fast and break things’ ethos collides with the machinery of federal bureaucracy? On the GZERO World Podcast, Ian Bremmer sits down with WIRED Global Editorial Director Katie Drummond to unpack the implications of Musk’s deepening role in the Trump administration and what’s really behind his push into politics.

France's President Emmanuel Macron speaks during a press conference following a summit for the "coalition of the willing" at the Elysee Palace in Paris on March 27, 2025.

LUDOVIC MARIN/Pool via REUTERS

At the third summit of the so-called “coalition of the willing” for Ukraine on Thursday, French President Emmanuel Macron proposed a multinational “reassurance force” to deter Russian aggression once a ceasefire is in place – and to engage if attacked.

A group demonstrators chant slogans together as they hold posters during the protest. The ongoing protests were sparked by the arrest of Istanbul Metropolitan Mayor Ekrem Imamoglu.
Sopa Images via Reuters

Last week’s arrest of Istanbul Mayor Ekrem Imamoglu sparked the largest anti-government rallies in a decade and resulted in widespread arrests throughout Turkey. Nearly 1,900 people have been detained since the protests erupted eight days ago.

National Security Advisor Mike Waltz and Rep. Elise Stefanik (R-NY), the then-nominee for US ambassador to the UN, during a Cabinet meeting at the White House in Washington, DC, on Wednesday, Feb. 26, 2025.
Al Drago/Pool/Sipa USA

An internal GOP poll found a Republican candidate trailing in a special election for a conservative-leaning district in Florida, forcing US President Donald Trump to make a decision aimed at maintaining the Republican Party’s majority in the House.

South Sudan's Vice President Riek Machar, pictured here addressing the press in 2020.

REUTERS/Samir Bol

Alarm bells are ringing ever more loudly in South Sudan, as Vice President Riek Machar — chief rival to Prime Minister Salva Kiir — was arrested late Wednesday in an operation involving 20 armored vehicles at his compound in Juba. He was placed under house arrest, a move that is fueling fears that the country will soon descend into civil war.

Afghan Interior Minister Sirajuddin Haqqani, pictured here at the anniversary event of the departure of the Soviet Union from Afghanistan, in Kabul, Afghanistan, on April 28, 2022.

REUTERS/Ali Khara

The Trump administration has dropped multimillion-dollar bounties on senior Afghan officials from the Haqqani network, a militant faction that carried out some of the deadliest attacks on American troops but has now positioned itself as a moderate wing within the Taliban government. But why?

The Canadian flag flies on Parliament Hill in Ottawa.

REUTERS/Blair Gable

Canada’s foreign interference watchdog is warning that China, India, and Russia plan on meddling in the country’s federal election. The contest, which launched last weekend, has already been marked by a handful of stories about past covert foreign interventions and threats of new ones.