How politicians can succeed in reaching younger audiences

Since the Democratic mayoral primary in June, the buzz of New York City’s election has spread far beyond the five boroughs. What began as a local race between two sharply different candidates drew national and international attention. On one side was 67-year-old Andrew Cuomo, a long-entrenched political figure and former governor. On the other was 34-year-old Zohran Mamdani, a millennial Assembly member whose name had been largely unfamiliar among New Yorkers a year earlier.

Nonetheless, on November 4, more than 2 million people headed out to cast their ballots, the city’s highest turnout in half a century, and Mamdani proved the clear winner. Young voters were central to that surge. Over a quarter of them voted, and three-quarters of those who voted supported Mamdani. What made his message resonate so strongly, and what can other politicians learn from his campaign?

Young voters have long been vital to Democratic victories but notoriously difficult to motivate. In a political landscape dominated by older candidates, Mamdani’s age immediately stood out. Opponents and critics questioned his experience, wondering if he was really prepared to have such a powerful role in a city so large and complex.

However, unlike Cuomo with his allegations of sexual misconduct and more minor candidate Curtis Sliwa with a record of dishonesty and scandal, Mamdani had a relatively clean slate. His fresh face gave him an advantage, promising a new era for the city.

But his appeal went far deeper than youth. Many young voters are frustrated by rising living costs, widening inequality, and what they see as inconsistency in how even progressive politicians uphold principles of human rights, often skirting around the carnage in Gaza. At a time when many feel their grandparents had an easier time buying a home, Mamdani’s affordability plan addressed the issues shaping young people’s daily lives. His open support for Palestine also aligned with the values of many young voters who see global and domestic injustice as interconnected.

Exhausted by old arguments and attempts at centrism and civility, young voters saw another promising quality in Mamdani—audacity. Mamdani embraces the label of Democratic socialist and supports policies that often get dismissed as unrealistic, including free buses and universal childcare. He never wavers on his main policies and aims, championing affordability and inclusivity with no ifs, ands, or buts. He answers questions directly and comprehensively, and avoids being baited into distraction. When asked to respond to Donald Trump’s claim of being more attractive than Mamdani, the mayor-elect merely laughed before saying, “My focus is on the cost of living crisis.”

Social media, of course, played a major role in the election. 4 in 5 youth rely on social media as a source of information, and Mamdani used it masterfully, weaving in humor while also ensuring that his plan to address serious issues remained at the forefront of his messaging.

New York City’s political landscape is unique. It leans heavily Democratic, with only about a quarter of residents identifying as Republican, and cannot serve as a universal blueprint. Yet its election offers lessons echoed in Democratic wins in places like Virginia and New Jersey, where candidates succeeded by focusing on concrete concerns rather than partisan theatrics.

Young people want trust and transparency. They want candidates who reject the influence of major corporate donors and who engage with constituents not only at rallies but in everyday public spaces. They want leaders who acknowledge complexity and admit what they do not know instead of defaulting to condescension or rehearsed talking points. Above all, they want someone serious about the cost of living and committed to improving the quality of life for ordinary people.

Many campaigns are built around fear of the other opponent, but Mamdani’s was built around what he intended to do. His approach offered young people hope in its own right, and a revitalizing optimism.

As Mamdani said on NPR’s Morning Edition, “We can build a new kind of politics.” Young people are ready for it.