The 2024 election not only marked a political turning point — it was a wake up call that revealed deep flaws in how we engage, mobilize, and value youth voters between the ages of 18-29. While youth turnout remained strong in political battleground states, overall participation dropped significantly compared to 2020. This decline isn’t just a statistic, it’s a warning sign that youth voters are disconnected from the political process.
At first glance, one might assume that this drop-off reflects apathy. But my research reveals a different story. The idea that youth voters are disengaged simply doesn’t hold up. In fact, framing this decline as apathy overlooks the real issue: voter participation isn’t just about showing up. Voting is about whether people believe that their voice matters in a system that often disregards them. If anything, declining youth turnout signals a critical challenge. A challenge that demands reimagining how political messaging and mobilization actually work for young voters. Are we truly prepared to listen? To understand? To bridge this gap?
This disconnection reflects how what Dr. Eddie Glaude Jr. describes as America’s “values gap” — the distance between what we profess to believe and what we truly practice — came into sharp visualization during this election season. Even more revealing was the accompanying “communications gap,” an inability to reach large segments of our electorate in ways that connect with their lived experiences. Young Black voters, in particular, found themselves alienated from a political conversation that too often overlooked or misunderstood their concerns. Nowhere was this alienation clearer than in conversations with students at Historically Black Colleges and Universities (HBCUs). Though HBCUs have historically nurtured social and political changemakers, many students shared feelings of disillusionment, suggesting that key messages simply did not align with the realities they face each day.
Such disillusionment is deeply rooted in a long history of dehumanizing voting as a sport rather then a commitment to helping people. Black students at HBCUs have consistently challenged systemic inequities in education and society writ large. They have demanded that America confront its broken promise of equal opportunity, a deficit impacting citizens who have tirelessly pursued the American dream. Although the 2024 electoral cycle promised fresh narratives and bold new visions, it ultimately laid bare just how disconnected political messaging can be from the lives of Black youth — particularly those pursuing academic and personal growth at HBCUs. One student participating in a research focus group on the political socialization of Black students attending HBCUs highlighted this disconnection poignantly, saying, “Y’all tell me to vote because it’s my right, but why can’t you accept that I want to do what I want to do with my right, not what you want me to do?” This divide in both values and communication demands our urgent attention.
Looking more closely at the campaign trail itself, it became clear that three types of political messaging were at play: translational, transitional, and transformative. Translational messaging, seen in rallies, fundraising, and other awareness campaigns, traditionally focuses on getting people to act — turn out to vote, donate, and mobilize around a cause. Transitional messaging, by contrast, follows a transactional format: ‘Vote for me, and I’ll do this for you.’ Yet neither conceptual model genuinely speaks to the deeper motivations or aspirations that might galvanize lasting political engagement. Instead, that kind of galvanization arises from transformative messaging, which centers on personal narratives, empowerment, and a collective vision for change.
Thus, the critical question Dr. Martin Luther King Jr. once posed, “Where do we go from here?”, echoes with renewed urgency during Black History Month. Insights from Black youth voters point to possible answers. First, we must harness the power of HBCU networks, crafting narratives that vividly connect with the histories, dreams, and values of young Black voters. At HBCUs, trusted voices, peers, mentors, alumni, and influencers amplify the message of civic engagement as shared in the collaborative report created with Howard University’s Center for HBCU Research, Leadership, and Policy and the ALL IN Campus Democracy Challenge with Civic Nation. Second, we must tackle digital skepticism head-on, investing in media literacy programs and championing reliable sources so students can confidently parse the onslaught of information they encounter online. Third, focusing on core issues — jobs, social justice, and institutional transformation — rather than candidate personalities fosters greater engagement among young Black voters who want real, lasting solutions. Finally, it is crucial to meet these voters where they are: across social media platforms, campus forums, podcasts, and online events that reflect their daily habits and interests.
As we celebrate Black History Month, the call to action is clear — honoring past achievements is not enough. We must interrogate our understanding of justice and create space for Black youth voters to define it for themselves, rooted in their lived realities and historical contexts. Their experiences differ profoundly from those of previous generations, and political messaging must reflect an awareness of this. Black youth voters at HBCUs stand ready to serve as catalysts for systemic change, but only if we are willing to meet them where they are, with authenticity, respect, and a recognition of their power to shape democracy. Failing to do so risks creating political debt, a deficit of trust and meaningful engagement that will only widen the chasm between this generation and the political process. By closing the communications gap, we can empower this rising generation to push democracy toward the transformative vision it has long promised, yet has too often failed to deliver.
University of Central Florida is one of more than 1000 colleges and universities currently participating in the ALL IN Campus Democracy Challenge. Learn more about ALL IN and support our work here.