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With the failure of the Republican Party to achieve a red wave in the midterm elections, many explanations — and accusations — are being bandied about.  Blame is attributed to abortion, Trump endorsements, election integrity, and voter fraud, and the shifting of millions of votes to Democrats by Google, Facebook, and other tech monopolies.

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Marketing expert Mark Beal from the Rutgers University School of Communication and Information believes there is still another factor in the election that is being overlooked: the impact of Generation Z.  An expert on this group (born between 1997 and 2012), Beal says they will wield increasing influence on local, state, and national election outcomes.

This “purpose” generation is focused on environment issues and women’s rights.  Aggressively programmed in diversity, inclusion, and equity, they support “corporations, brands, organizations and individuals running for office that have the ability, influence and power to contribute to a better world, nation and community.”

The oldest members of this cohort first voted in 2015.  During the time of the 2020 presidential election, five classes, ages 18–23, voted.  In the 2022 election, the seventh class of Gen Z to turn 18 also voted.  An NBC poll showed that Gen Z voted for Biden more than any other age demographic and contributed to the success of Biden in states such as Georgia and Pennsylvania.