After Generation Z voters turned out in record numbers in 2020, a nascent but growing crop of consulting firms hopes to help candidates better reach an electorate skeptical of more traditional appeals.
“I can say TikTok in particular has definitely been one platform that we all are thinking about a lot more than we were in 2020,” said Caitlyn McNamee, an account director at BerlinRosen, a communications firm whose past clients include former Democratic Rep. Beto O’Rourke, who is challenging Republican Gov.
Some candidates appear to be heeding the advice. On Wednesday, Barnes posted a TikTok of himself wrapping numerous churros in tinfoil with a caption reading, “When you’ve got a canvass launch in 15 but can’t leave without the churros ...” The same day, Jones reposted a TikTok video endorsement from Rachel Cox, a Democratic candidate for state representative in Arkansas, in which she and a friend are dressed as peanut butter and jelly.
Erifili Gounari, 22, the founder and CEO of another Gen Z consulting firm, The Z Link, added, “Being so digitally immersed from a young age, we have kind of a knack for pointing out inauthentic content or campaigns or people. Because if something looks too much like marketing, it’s gonna lose Gen Z’s interest very quickly.”
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