Will Millennials & Youth decide India’s 2019 electoral verdict?
Consider this, millennial voters in India are eligible to vote for the first time in the ongoing 2019 elections, and with over 84 million young first time voters, they will be an important reason for a winning verdict. Pew Research Centre defines a millennial as someone born between the years 1981 and 1996. It is repeatedly said that this segment could break or make the fortune of every winner for the next five years. Our current Prime Minister Shri Narendra Modi and favorite incumbent fighting to retain his government said during his Independence Day speech, "January 1, 2018, will not be an ordinary day – those born in this century will start turning 18. For these people, this is a decisive year of their lives. They are going to be creators of the destiny of our nation in the 21st century.”
It is interesting to note that young voters have very different expectations and aspirations from their electoral leaders. Gone are the days when traditional topics like caste permutations, poverty slogans and ‘cash for vote' was the norm. Today, the millennials and youth are discussing issues like national security, jobs & employment, women empowerment and public infrastructure like health. Moreover, these voters want direct answers from their leaders. According to an India Today report, out of the 900 million voters, with 84 million new voters, they constitute a significant chunk of 9% of the electorate – enough to decide the winner in each constituency. Interestingly, out of these, 15 million voters are in the 18-19 age group – higher than the population of 159 countries. In tune with these voters, not only has the two national parties created their communication campaign but regional parties have also tailored their messaging towards this voter segment.
It is a healthy trend for India as a country and any democracy, where the electorate starts asking questions that matter and not vote according to caste, religion or reservation demands. With a large number of women voters, social causes like women's safety, empowerment, education & reservation in parliament are issues that will strengthen the fabric of this nation. An essential rub off has been the choice of candidates as parties have been forced to put up young faces who would be able to relate better with this young constituency. A young candidate, all of 28 years from Bangalore South who is a professional lawyer put up by the national ruling party, captures the mood and spirit of the voters. The party set an example of not allowing the deceased leader's wife the ticket who could have got ‘sympathy' votes; it took the risk of putting faith in merit and youth. Similarly, a 32-year-old social rebel fighting from the red bastion of Bihar who brought JNU politics to limelight shows the propensity of the electorate to give young leaders a chance. Experience has been replaced with energy and enthusiasm.
It is so right about entrepreneurship – globally, and in India, ideas and innovation of youngsters have given rise to businesses in the last decade that is valuable, disruptive yet market leaders rather than from traditional companies and their scions.
Another exciting fallout of this age-group has been the change in the way political parties are reaching out to them. Digital and social media campaigning is favorite among millennials, and youth and traditional large meetings and campaigns have given way to face to face and smaller group interactions. The politician's attire has also undergone a change from starched kurta pajamas to formal shirts and trousers – we are one amongst you. Election rhetoric of fancy and catchy sloganeering has given way to discussions and white papers on real issues of employment and development. Technology has made a difference and most voters today have two-way communication with the candidates. Personal websites of leaders, Facebook, Whatsapp, SMS, and tele-calling are the favorite mediums across constituencies, both urban and rural.
It is interesting to note that how businesses have also imbibed the above tech-ways of reaching out to customers creating digital channels and conversations for their brands from a brick and mortar approach.
National security and country pride are areas of huge connect (concern) with the young voters. Without going into the politicization of the above issues, it is a good thing that the youth is feeling a sense of patriotism and pride for their own country. I believe as Indians, in the past few decades, we have always looked up to other countries and nations for inspiration which to a certain extent have reduced our self-belief and self-achievement. Today, India’s future citizens have a sense of ownership and pride for their own country and this in itself is a great achievement. In recent times, our nation has achieved significant global recognition in the areas of military and space science leave aside industrial engineering and software services. The ability of the younger generation to feel proud of their country's achievements and then ask tough questions for its future security is a change for the good from the regular topics of caste, religion, dynastic politics, and money power.
Currently, we are on an election mode with precisely a month from now, the electoral choosing the next government and its leaders. And, the country's first generation of voters consisting of millennials and youth will be critical to this choice. May the best candidate win, and India's democratic process completes one of the vastest, difficult yet celebrated events that comes once in 5 years.
Moreover, I quote, "To make democracy work, we must be a nation of participants, not simply observers. One who does not vote has no right to complain."
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