As the UK general election nears, Saatchi & Saatchi has unveiled a new campaign aimed at encouraging young people to vote. The campaign highlights the idea that voting can enhance individual attractiveness, supported by research showing that 40% of 18-24-year-olds believe regular voters are more attractive than non-voters. Additionally, half of the respondents consider regular voters more intelligent, and over a third view them as more trustworthy.

This effort, part of the 'Just Vote' campaign, aims to increase voter turnout among young people, which remains lower compared to older age groups. In the 2019 election, only about half of 18-34-year-olds voted, in contrast to nearly 80% of those over 65. Making voting more enticing with provocative messaging and the allure of increased attractiveness could captivate younger audiences and motivate them to head to the polls.

By 2030, Gen Zers are expected to comprise one-quarter of the electorate. Representing diverse political viewpoints, young people are eagerly participating in the European election, with more Gen Z candidates running for office and aiming to revitalise Europe's "outdated" party politics. As Gen Zers increasingly engage in politics through unconventional channels like social media and grassroots campaigning, brands are finding innovative ways to connect with this socially conscious audience, aligning their strategies with the values and activism that resonate with this generation.