Factors Affecting Generation Z in Choosing Political Candidate

Abstract

The findings revealed that Generation Z voters highly valued candidates with integrity and clean record, compassion and empathy, diligence and leadership, education and knowledge and experience and tract record. They favored platforms that were clear and realistic programs, focuses to the goodness of the people especially for the youth like special programs that is relevant to what the community needs. They rejected unethical practices such as vote-buying. Authentic engagement through personal interaction such as house-to-house visits seen as a sign of sincerity and genuine public service. Moreover, the study found that external influences including family discussions, peer recommendations and exposure to social and digital media played a significant role in shaping political preferences. The study recommended that the Generation Z voters should exercise caution and refrain from placing their trust solely in rumors or hearsay, instead, they should conduct thorough background checks and verify the authenticity of information before forming opinions in making decisions. Educators and local leaders were encouraged to strengthen voter education, political literacy and civic engagement programs that cultivate critical thinking and ethical awareness. In line with this, the researchers proposed a voter education initiative entitled “Navigating the Ballot: A Generation Z Voter’s Guide”, conducted in partnership with the Sangguniang Kabataan Federation of Infanta. The program aims to promote media literacy, responsible political participation, and continuous civic involvement through discussions, interactive activities and engagement with young political advocates, thereby empowering generation Z as informed agent of change.