Not ‘one of us’: understanding how non-engaged youth feel about politics and political leadership

The modern election campaign is a well-oiled machine. Campaigns are won by the smallest of margins. Strategists provide incentives for specific market segments, and potential voters are identified well before the writ is dropped. However, few questions are asked in those same war rooms when certain groups stay home – namely young people. Young people are largely ignored at election time, and in turn, those under 30 ignore elections. Drawing on 20 focus groups conducted in Canada in 2014, this paper compares politically engaged and less engaged communities of young people to learn how they feel about politics and political leaders. This effort builds a better understanding of why some communities of young people are less interested and engaged in politics which is vital to our understanding of turnout decline among youth, as it is these communities of young people who have almost entirely tuned out of political affairs.