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RAB Research Archive

Power to the people: Connecting with political millennials through music



What’s the best way to connect with millennials who are interested in politics? As the Democratic and Republican U.S. presidential candidates continue to aggressively court Americans, this question is vexing quite a few campaigns. While emerging social media platforms are clearly one way to connect with these younger voters — which is why even Bernie Sanders is now Snapchatting — one of the most effective channels may actually be one of the oldest: Music. To be sure, these millennials (aged 18-34) are not easy to reach. This group is more multicultural and educated compared to earlier generations. And they have a wide-range of eclectic tastes that often make both traditional and experimental outreach efforts ineffective. However, approaching this group appropriately can have a huge payoff. Millennials comprise a quarter of the U.S. population, and nearly three-quarters (73 percent) say they have some affiliation with a political party.

Source: Nielsen



View or Download: http://www.nielsen.com/us/en/insights/news/2015/power-to-the-people-connecting-with-political-millennials-through-music.html

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