Democracy Works and the Ad Council to Research Attitudes and Perceptions Around Voting

We’re excited to announce that Democracy Works has launched a partnership with the Ad Council to conduct research on attitudes and perceptions around voting in an effort to increase U.S. voter engagement in 2020 and beyond. The research will be conducted over the summer and we’ll announce results in an extensive report this September, which will include various research methods and message testing among Generation Z, Millennials, Generation X, and Baby Boomers. 

The insights from this research will provide evidence-based recommendations on messaging in order to support future voter engagement efforts for the field, including nonpartisan organizations, public officials such as Secretaries of State, and corporations.

“Democracy only works if the people vote. Marrying our technology-driven approach with the Ad Council's exceptional storytelling will invite millions of voters into elections and materially strengthen our democracy.” - Seth Flaxman, CEO, Democracy Works

The new research will also probe attitudes, perceptions and messages among several voting populations including Hispanic Americans, rural Americans, African American, Asian Americans, and veterans. Additionally, the research will provide insights on the current mindset of Generation Z voters who will be voting in significant percentages in 2020 for the first time and compare their perspectives among Millennials, Generation X, and Baby Boomers. It will also look at the most current insights from the most recent elections, the 2018 midterms.

“Engaging Americans to vote and participate in our democracy has been a fundamental priority for the Ad Council since our founding. We embarked on this research project to proactively help the field—nonprofits, brands, governments—on their respective efforts to elevate voting and civic engagement in 2020 and beyond. – Lisa Sherman, President and CEO, The Ad Council.