August 28, 2025
The Republican Brand Problem With Gen Z
In the 2024 election, President Trump was propelled to victory by a huge increase in support among younger Gen Z voters — But down-ballot Republican candidates were not as successful, and we wanted to know why. So BrabenderCox recently partnered with G2 Analytics to test a variety of political and branding content exclusively to Gen Z voters. And the results were clear... Republican candidates have a systemic branding problem among this large voting block. Take a look... As part of the Trump for President 2024 team, we saw firsthand why President Trump did so well with younger voters: The Trump messaging team made a very early commitment to talk to this critical voting segment. Creative was specifically personalized for their life stage Content velocity was critically important in driving shares. We thought more like a reality show creator and less like a cinematographer. Streaming, social, and podcasts were utilized instead of traditional TV. Social receiving high views and shares was quickly transitioned to paid digital media. Entertaining, not educating, was a critical part of our strategy. Click below to watch the individual ads: Democrat Republican This study was by Zebra Tattoo Factory, a specialty practice of BrabenderCox. If you’re ready to rethink how your campaign connects with Gen Z, we’re ready to show you what works.