PETALING JAYA: As the 16th General Elections (GE16) could be anyone’s game, the youth wings in the unity government are not resting on their laurels yet.
To woo the young voters, especially Gen Z, they said these parties must be able to offer leadership that will resonate with the youngsters, on top of addressing bread and butter issues.
Pakatan Harapan Youth deputy chief Adam Adli Abdul Halim said there has been a noticeable shift in youth voting behaviour since GE14.
“In GE14, many young voters were inclined to vote for the opposition, largely driven by a desire for change. However, since then, youth have become more discerning and critical, observing how the current government addresses issues beyond just political rhetoric,” he said.
While youth sentiments are still varied, there has been a trend of some young voters showing renewed support for the government, especially if they see concrete efforts being made to tackle real issues,” he added.
As for the GE16, he said the government could win over the youth votes if they “managed to resonate well with young voters’ perspectives”.
“The key will be in crafting a narrative that speaks to youth concerns and aligning policy communication with issues that matter to them, such as job opportunities, affordable housing, and education quality,” he said.
“To effectively attract young voters, campaigns need to go beyond traditional methods. Providing a solid reason for young people to participate in the democratic process is crucial. They want assurance that their voices won’t just be heard but will actively influence policy. Transparency and accountability in how their concerns are addressed can drive engagement.”
Fence-sitting youths often care about economic issues but may approach politics in a more relaxed, even humorous, way.
However, there’s a need to engage them seriously with their key concerns, like job security, cost of living, and future financial stability. Addressing these issues can help win over undecided youth voters,” he added.
He stated that the challenges could include fielding effective leaders and countering the opposition's narrative.
Therefore, he said adapting to youth trends on social media would be essential. Staying up to date with current trends and not losing substance can make the government more relatable, says the deputy youth and sports minister.
“Balancing trendy content with meaningful, policy-driven messages will create a more convincing narrative. Collaborating with influential figures, beyond just political figures, can also help capture the attention of young people who may not naturally engage with political content,” he said.
"By taking a nuanced approach, integrating relatable messaging, and staying aware of the issues that youth face, there’s potential to build strong engagement with young voters heading into future elections."
Umno Youth permanent chairman Wan Agyl Wan Hassan said that political coalitions need to craft targeted policies for young people that are tailored for both urban and rural environments.
Urban youth, for instance, care also about issues such as corruption, good governance and inclusivity, along with bread and butter concerns such as job security, cost of living and affordable housing," he said.
“They’re generally more politically aware but need a more in-depth understanding of policy implications,” said Wan Agyl.
"On the other hand, while rural youth are also concerned about economic issues, they prioritise support for agriculture and improvements to rural infrastructure.
“Limited access to diverse political viewpoints and a reliance on local leaders for information contribute to lower political literacy.”
But a common trait among urban and rural voters is skepticism about the promises made by politicians, said Wan Agyl.
“Youth are frustrated with political representation. They want authentic engagement, not empty promises,” he said.
“Young Malaysians want more than just to vote – they want to feel empowered,” said Wan Agyl, adding that political parties need to integrate more young people in their organisations.
He said that to effectively engage both urban and rural youths, political parties will need to develop tailored strategies that address their specific concerns.
“This includes offering targeted solutions for rural economic development and urban economic reform while also improving political literacy through both digital and community-based outreach. By bridging the urban-rural divide with customised messaging and real, tangible policies, political parties can better connect with this critical voting demographic,” he said.
