Zohran Mamdani, Democratic Socialist and New York mayoral candidate, is changing what it looks like to target young voters through campaign strategies characterized by influencers, social media and Gen-Z applicable trends. As New York revels in the gray area between the New York primary (held in June) and the election quickly approaching on Nov. 4, everyone’s eyes are on Mamdani and their screens may just be pointed at him, too.
While Mamdani’s highly concentrated presence on our screens has much to do with his political affiliations and being the only socialist to run for mayor in New York City since Morris Hillquit in 1924, his efforts to reach youth have landed him in the hot seat of pop culture discussions everywhere.
At the beginning of 2025, the Center for Information and Research on Civic Learning & Engagement (CIRCLE) reported interesting statistics within a study focused on youth priorities.
“64 percent of youth chose the cost of living/inflation as one of their top three priorities [in the 2024 election,] making it far and away the biggest issue for youth,” CIRCLE said.
When it comes to those inking the ballots, Mamdani salvages an issue at the heart of his opponents’ agendas; the economy.
“As Mayor, Zohran will immediately freeze the rent for all stabilized tenants, and use every available resource to build the housing New Yorkers need and bring down the rent,” Mamdani’s official website said.
Yet, housing is only one part of the youths’ equation and vision for affordability, which happens to be the overarching pillar of Mamdani’s campaign.
“Mr. Mamdani, a state assemblyman, has based his campaign on making New York City more affordable, vowing to make buses free and extending free child care, among other similar proposals,” writer Jeffery C. Mays of The New York Times said.
But what about the youth states away scrolling through the latest plethora of trends wondering “who is this guy” and “why should I care?” Mamdani looks to those in the limelight.
Comedian Mary Beth Barone demonstrates Mamdani’s use of culturally significant figures to attract any and all youth to his cause.
“When I think about what makes New York City great, it’s the people I interact with everyday. You know, it’s my doorman, my baristas, my pilates instructor,” Barone said. “And I, of course, want to support economic policies that are going to make people’s lives better […] so that’s why I think Zohran for mayor is such an exciting prospect.”
Barone has made that known on her Instagram, which amasses over 320 thousand followers, by posting endorsements for Mamdani, as well as renouncing his opponents, through her series “Politics for Hot People.”
While Mamdani’s campaign does not have much set in stone for young non-New York residents, these efforts leave many wondering just how Mamdani is perking so many ears.
In a New York Times article, writer Emma Fitzsimmons highlights Mamdani’s comments during his Five Boroughs Against Trump tour.
“Mr. Mamdani said that Mr. Trump was responsible for kicking more than one million New Yorkers off Medicaid, cutting funding for food stamps and slashing funding for housing programs,” Fitzsimmons said.
In our current age of political divide and polarization, support and contempt alike for the President of the United States is a sure fire way to make people attentive; especially youth who are just beginning to understand the weight they carry in civic decision making.
Want to learn more about Mamdani, his opponents or what a socialist running for mayor says about our political climate? Just open Instagram. You’re sure to be enlightened with just a click.
