From the U.K.’s general election to the EU parliamentary elections, over 70M young Europeans are voting in the region this year. And according to YPulse’s new WE 2024 Election report, the economy / inflation is the social issue they say will impact their vote the most, followed by employment. But there are other key factors to consider and stances on issues Gen Z and Millennials think are worsening could guide their voting decisions. Political parties are not the only ones who could benefit from knowing which issues young people feel are worsening in the region, though. Brands also need to understand their zeitgeist—the way they perceive the world around them—to communicate with them effectively. In YPulse’s WE 2024 Election survey, we ask European 13-39-year-olds which issues they think are getting worse in their country with nine options to choose from. Their answers show that all young Europeans are unanimous about the one they think is getting increasingly bad in their respective countries: Knife crime is the top issue young...
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