As the 2024 presidential election approaches, the battle for young male voters is intensifying, with high-profile figures aligning themselves with both major candidates. On one side, billionaire Elon Musk is actively campaigning for Donald Trump in Pennsylvania, even offering $1 million checks to supporters who back his political action committee (PAC). Meanwhile, billionaire Mark Cuban is rallying for Vice President Kamala Harris at a campaign event in Wisconsin.
The landscape is further complicated by endorsements from popular figures. Professional wrestler Logan Paul and Barstool Sports founder Dave Portnoy are showing their support for Trump, while musicians Eminem and Bruce Springsteen are boosting Harris’s campaign. This push for young men comes as polls indicate a significant shift among this demographic, which could be crucial in a tightly contested election.
Historically, Democrats have performed well among young men, especially those under 30. However, recent polling suggests a dramatic change. In the last three New York Times/Siena polls, Trump has led Harris by more than 20 points among young men. John Della Volpe, director of polling at Harvard’s Kennedy School of Politics, reports a 14-point swing toward Republicans among voters under 30 compared to 2020. An Oct. 22 poll from the progressive group Data for Progress shows that while young women favor Harris by a substantial margin, young men under 30 are nearly evenly divided between the candidates.
In light of these trends, Republican-aligned groups have ramped up their outreach efforts, outspending their Democratic counterparts by over 10-to-1 in Pennsylvania, targeting men under 44. Musk has also emerged as a key figure, investing $75 million into his pro-Trump PAC over the past three months, solidifying his role as a prominent surrogate for the former president.
The Harris campaign is beginning to respond to this challenge by adjusting its media strategy to better connect with young men. This includes advertising during major sports events and leveraging the sports background of her running mate, Tim Walz, a former high school football coach. The campaign has enlisted basketball stars such as Steph Curry, Magic Johnson, and Chris Paul to co-chair an “Athletes for Harris” group. Additionally, the campaign has launched a Twitch channel and placed digital ads on popular video-game websites.
Despite internal polling suggesting that Democrats still have an edge with young men, the campaign acknowledges the need for targeted outreach. Harris has made appearances on platforms like Howard Stern’s show and basketball podcasts, focusing on economic policies aimed at young men, including tailored agendas for Latino and Black communities.
The shifting dynamics among young men raise questions about their detachment from the Democratic Party. Richard Reeves, President of the American Institute for Boys and Men, suggests that many young men feel alienated by the party’s focus on women’s rights and issues, which they perceive as neglecting their own concerns. The isolation experienced during the COVID-19 pandemic has led some young men to gravitate toward online communities and figures like podcaster Joe Rogan, which may contribute to their growing support for Trump.
As the election draws near, both parties are acutely aware that the preferences of young men could prove pivotal in determining the outcome, prompting an all-out scramble for their support.