Harry Johnson: Democrats Need to Get Serious About Building Trust with Young Men
By Harry Johnson, II
As we reflect on the 2024 election results, one of the most consequential trends demands our immediate attention: young men are shifting right. Years in the making, this alignment is no accident. It’s the result of a long-term, deliberate strategy by conservatives to cultivate and influence this key demographic. Democrats must adapt, invest, and rebuild trust, or risk losing these voters for a generation.
Young men, especially young Black and Latino men, are increasingly frustrated with our political and economic systems, and Republicans have masterfully tapped into that frustration. Platforms like YouTube, Twitch, and Snapchat—spaces where young men spend hours daily—are saturated with conservative voices and messaging. Figures like Ben Shapiro and Charlie Kirk aggressively push right-wing talking points, while others, like Joe Rogan, passively amplify right-leaning ideologies under the guise of “unfiltered” discourse. Meanwhile, well-funded conservative networks invest billions into content and nonprofits designed to shape culture and opinion.
The impact is undeniable. Over $1.2 billion in contributions to right-leaning groups focused on young adults and new media has created an ecosystem where conservative narratives dominate. Democrats simply haven’t kept pace. Our party’s approach often feels transactional and out of touch—focused on short-term election wins rather than the sustained engagement necessary to earn trust and loyalty.
But there’s hope. Research shows these voters are still moveable. Economic opportunity is top of mind, and young men are looking for leaders who speak to their needs and aspirations. Republicans have sold them a narrative that blames their struggles on everyone except the billionaires and corporations that rigged the system. Democrats must counter this lie with clarity and conviction: we stand with working people and we have a plan to deliver.
At NextGen America, we’ve started to meet this challenge head-on. Through our MVP program—“Men’s Voter Power”—we’ve launched creative, targeted efforts to educate and engage young men where they are. From pickup basketball games and barbershop activations to partnerships with trusted messengers like athletes and small business owners in the community, we’re building authentic connections that lower the barrier to civic participation. These spaces foster organic conversations about the issues that matter most—jobs, housing, and economic opportunity—and clarify the stakes of political choices.
MVP is just the beginning. Reversing this trend requires Democrats to make a long-term, sustained investment. Organizations need year-round outreach, creative strategies, bandwidth to experiment, and an ecosystem that rivals the right’s. Building up this electorate means engaging authentically, not just during election seasons, but in the in-between years that shape cultural and political identities.
To win back young men, we must prove that progress isn’t just a promise—it’s a plan. We must speak to their frustrations with honesty and offer solutions that inspire hope. This isn’t just about winning elections, it’s about building trust and empowering the next generation to believe in democracy again.
If Democrats don’t rise to this moment, the erosion of trust will only accelerate. But if we choose to invest now—to show up, listen, and deliver—we can rebuild that trust and forge a coalition that secures a brighter, more inclusive future for all.
Harry Johnson, II is the Vice President for Strategic Partnerships at NextGen America and NextGen PAC.
