The recent federal budget, titled "Fairness for Every Generation," was unveiled last week trying to sell youth a more affordable life with billions in spending.

Despite the fancy title, the budget failed to provide any bump in support for the governing Liberal from youth or any other demographic according to Abacus. 

See the full poll results: https://abacusdata.ca/post-budget-canadian-politics-2024/ 

This result should not come as a surprise. For the last 9 years, the Liberal government has increased spending to make life more affordable but has produced the opposite effect.

When our team talks to young people about the federal government’s programs, they are simply “tuning out” the message. Young people don’t believe the same approach that got them into this mess will get them out of it. 

In politics, you often have to do something completely different in order to capture attention in a new way. The same old just won’t do it anymore.

The other problem is the Liberals have focused their attention on attacking Opposition Leader Pierre Poilievre, not promoting their budget.

In fact, the only ads running for the Liberal Party of Canada over the last several weeks are attacks against Polievre. Nothing on the budget.

See ad examples below.

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On Justin Trudeau’s account, the only ads running are to Quebec trying to collect data from supporters of their Universal Drug Program.

See ad examples.

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Perhaps the Liberals were hoping the main stream media would reach young people with news of their budget to convince young people – but young people hardly ever consume mainstream media anymore. 

In fact, nearly half of millennials spend about four hours daily on Instagram, and a significant portion of 18 to 29-year-olds turn to TikTok and Instagram for news. 

Traditional media channels aren't resonating with these groups, creating a gap in political engagement. 

Effective engagement with younger audiences challenges political parties to understand where they access information and how they consume content. 

Parties and all organizations must adapt their communication strategies by focusing on getting attention on the right platforms for their audiences.

Here are a few tips for reaching younger generations:

• Short-Form Video Content: Platforms like TikTok and Instagram Reels favour short, engaging videos that quickly convey important messages.
• Interactive Stories: Instagram and Facebook Stories offer a more personalized, interactive experience, keeping younger audiences engaged.
• Influencer Collaborations: Partnering with influencers who resonate with millennials and Gen Z can amplify the party's message and increase its reach.
• User-Generated Content: Encouraging supporters to create and share their own content can build community and strengthen the party's image.

By implementing these digital strategies, organizations can bridge the communication gap and successfully engage with millennials and Gen Z, earning their trust, business, and potentially, their votes in the process.

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Ugochi Ezekeke, Digital Marketing Coordinator 

Allie Blades, Campaign Strategist

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Source: ‘Generational fairness’?: Seven-in-ten Gen Z, Millennials say Trudeau’s government not working in their interest, Meta Ad Library, Abacus Data Poll, March 10, 2024.