If you’re running for office in 2016, it’s time to get serious about reaching millennials. As a down ballot candidate you can’t depend on your presidential nominee to bring in younger voters – in fact, both candidates seems to be driving them away.

'I don’t like this election': will millennials, the biggest generation, turn out to vote? Read more

Politicians could afford to ignore millennials 10 years ago. Young voters historically have low turnout rates and campaign strategists prefer to focus on the people who will show up to the polls. But now, millennials have pushed out baby boomers to become the largest single voting bloc in the US.

That’s why you simply can’t keep alienating young Americans if you want to get elected. It might not hurt you this election cycle – but if you don’t find a way to connect with this demographic, eventually they will run you out of office.

Barack Obama benefited from an unprecedented turnout among millennial voters in 2008. Beyond being a history-making candidate, Obama talked about issues young voters care about. Then Senator Obama brought into the forefront things like unemployment (remember how millennials took the brunt of the recession) and government transparency. His failure to follow through on some of those issues contributed in part to the enthusiasm gap of 2012.



Who else has resonated strongly with twentysomethings? You don’t have to look farther than this past primary cycle. Senator Bernie Sanders connected with young voters in a way no one else has this year. Sanders spoke about a number of “pain points” that millennials are feeling, including student debt, under-employment and a government they believe serves interests instead of people.

That doesn’t mean that politicians need to embrace the democratic socialist solutions that the Vermont senator championed. But it does demonstrate that millennials are just waiting for a politician to speak up about the problems they face on a daily basis.

At the very least, candidates need to make an effort to address these very real – and growing – issues. The problems with our education system aren’t clearing up any time soon. While employment has improved, many millennials continue to lag behind their parents’ prosperity. They are waiting longer for kids, mortgages and even personal purchases, due to under-employment.

Yet winning them over doesn’t just mean nailing the big ticket issues. Young voters have a number of defining characteristics that shape their voting habits. These are often missed, as there are a lot of misconceptions about this generation. For example, the media often labels millennials as selfish. But studies show a generation focused on family, community and helping others.

The reason they aren’t a fan of those 9-to-5 corporate jobs? It’s not because they are lazy but because they want to find time for their kids, their charities and their entrepreneurial ideas. Across the board young voters overwhelmingly believe in equality for everyone. And guess what kind of politician these young voters want to represent them? Someone who shares those same values.

Millennials need a reason to show up to the polls: so give them one. Down-ballot candidates have a genuine opportunity to make inroads with this demographic. You can show commitment to the community you represent, or work for greater transparency in local government or break down hurdles for first-time small business owners. Often times state representatives and city council members have more chances to impact these issues than our presidential candidates.

And don’t forget to show up. Be present. Not just in Washington DC, or the state house, or at your party meetings – go to where these voters are. Visit your local shelters where millennials are helping out. Join young professional groups at their social events. Speak at your local chamber of commerce and PTA meetings. Attend a charity run. You won’t find many millennial voters sitting in your office’s waiting room: they’re out there in the community making a difference.

It’s way past time to start listening to millennials. Before asking for their vote, why not ask what they care about and begin tailoring your focus to that? It’s a good idea to start now, because every year this generation will become more likely to show up and vote. Don’t you want to make sure it will be for you?