Research suggests Gen Z is not a single generation but two distinct sub-groups split by the pandemic, with the younger half proving highly politically volatile. After a rightward lurch, the youngest voters are now souring on the administration, according to a recent Yale poll.
The divide runs deeper than the ballot box, shaping how younger and older members view institutions, brands, and technology — and even how they develop trust. Politicians and institutions that treat the generation as a monolith risk misreading the country's young people.
Rachel Janfaza, author of the "The Up and Up" newsletter, coined the terms "Gen Z 1.0 and Gen Z 2.0" based on her work with students. Gen Z 1.0 graduated high school before COVID-19 and grew up without TikTok, while Gen Z 2.0 graduated after the pandemic, their school years shaped by masking and remote learning.
This partisan split became evident in 2024, with young men, in particular, swinging rightward. The generation raised on lightning-fast cultural and tech shifts has become a sought-after — and perhaps predictable — swing voting bloc.
The findings suggest that political campaigns and brands can no longer assume a uniform Gen Z identity when crafting messaging or policy appeals.