Branding Politix, Fundraising, Messaging, New Media, Report from the Field, Research & Ideas • April 8th, 2008

It’s a millennium thing. Get used to it.

by Greg Batiansila

For years, American culture – from politics to entertainment to our interpretation of law – has been under the influence of the Baby Boom generation. Boomers will continue to enjoy considerable power and sway even while they gray and retire. But Americans will now have to reckon with a new force – the Millennial Generation.

Millennials – the name given to those born between 1978 and 1996 – boast Boomer-like numbers, education and clout. Researchers are finding this new generation is very different from previous generations in their view of the world and how they vote. For example, almost 50% of Millennials identify themselves with the Democrat party while only 35% align themselves with Republicans.

Laying claim to the media platforms where Millennials communicate, shop and visit is an essential part of today’s and all future campaigns. McCain’s may be the last of the dinosaur campaigns that ascend almost solely through traditional fundraising and media. Look for all campaigns in the future to use the web – perhaps exclusively – create and enhance community, and raise money.

In 2008, close to 50 million Millenials will be eligible to vote. How many actually vote, and how they vote, and what moves them remains to be seen. But you’re already seeing the beginning salvos…like here and here and here…in a battle for the heart, soul and vote of the Millennial generation.

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