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Home » Reports » Polling Pulse: Young Voices and Election Choices

Polling Pulse: Young Voices and Election Choices

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In the tricky landscape of UK politics, understanding the motivations and concerns of young voters is crucial. With many set to vote for the first time, it is essential to understand what their priorities are when voting, not just in terms of the parties themselves, but their general sentiment towards the election process and UK politics as a whole.

Let’s dive into the heart of young voters, examining the factors that sway their voting behaviour, their primary sources of political info and their broader views on the political scene. By dissecting these elements, we can uncover what sparks their political engagement and find ways to boost their participation in the electoral process.


Our primary goal was to explore the political engagement of the UK’s young adults. We wanted to understand their voting habits, main sources of political information, key worries and their overall take on the upcoming election. The aim was to identify both the motivations and barriers to voting and see how effective different info channels are in reaching and educating this group.

Methodology and Audience

Using a comprehensive chat guide, BoltChatAI, our AI-powered fully automated qualitative research platform, engaged with a diverse group of young adults across the United Kingdom. The participants, aged 18 to 25 and inclusive of all genders, provided rich insights into their political engagement.

The chat guide covered topics such as voting history, influences on voting decisions, sources of political information and perceptions of the election process.

The Pulse of Political Engagement

Our discussions revealed a wide spectrum of political engagement among young adults. Many express a strong sense of duty to vote, driven by the belief that their participation can influence the future. However, some feel disconnected from the political process, believing that their individual vote holds little power in the grand scheme of things. This duality highlights the need for more inclusive and effective engagement strategies.

Key factors influencing voting decisions include personal interests, economic policies and social issues. Many young voters turn to mainstream media and social media platforms for political information, often cross-checking sources to ensure accuracy. The trust in these sources is built on perceived reliability and the ability to verify information independently.

Concerns about the upcoming elections are varied, with many young adults worried about the potential for the wrong party to win and the subsequent impact on their lives. Key issues include the cost of living, education, healthcare and environmental sustainability. There is a scepticism about politicians fulfilling their promises, which affects their overall trust in the political process.

Desired Changes in the Election Process

Suggestions for improving the election process include online voting, better voter education and more transparency in political campaigns. Young adults want political leaders to listen to and act on their concerns, emphasising the need for policies that address key issues directly impacting their lives.

Respondents envision a future UK that is more inclusive, equitable and responsive to the needs of its citizens. They express a desire for a government that listens to the people, particularly the younger generation and implements policies that address key issues such as the cost of living crisis, housing affordability, job creation and environmental sustainability.

Some respondents advocate for a redistribution of wealth and a focus on public institutions like education and healthcare. There is also a call for investment in technology and green energy to foster economic resilience. The analysis suggests a yearning for a future where the UK is shaped by policies that benefit the many rather than the few, with a strong emphasis on social justice and economic stability.

The Future for Young Voters

So, what have we learned? Young adults in the UK want a political landscape that’s inclusive, represents their interests and offers tangible improvements to their lives.

Concerns about the election centre on voter turnout, potential election outcomes and the effectiveness of political leaders. There’s a strong desire for more accessible and transparent election processes, with suggestions for online voting and mandatory voting to ensure higher participation.

Political parties and leaders need to focus on policies that resonate with young adults, improve the accessibility and relevance of political information and create opportunities for meaningful engagement to encourage higher voter turnout among this demographic.

Like what you see? Thinking that maybe insights like these could drive brand growth for you? Click here to dive deeper into our full report!

Want to learn a bit more about BoltChatAI? Hit the ‘Book A Demo’ button in the top right corner and organise some time with our team!

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