Political marketing to young voters is big business. One report suggests that parties spent more than $100 million marketing to youth groups in 2010. And it’s no wonder why: Politicians who want to win the White House in 2016 need to engage teens—and they need to do it soon. After all, today’s 15-to-19 year olds will help elect the next president.
Winning the votes of young people will require more than just advertising dollars. Low voter turnout means that convincing Millennials that Candidate X is the right person for the job is just half the battle. Only 45% of 18-to-29 year olds voted in the 2012 election.