California gubernatorial hopefuls are ramping up efforts to engage Gen Z voters ahead of the June 2 primary. While this demographic represents roughly one-fifth of the state's eligible electorate, historical turnout remains low due to widespread political disillusionment.

The 21% Gap: Why Gen Z Struggles to Reach the Polls

Despite making up nearly 21% of eligible voters in California, Gen Z's participation in the electoral process remains disproportionately low. According to the source report, a survey from the UC Berkeley Institute of Governmental Studies found that young voters are often sidelined by a lack of information, with 47% of unlikely young voters stating they are not well-informed enough on candidates and issues. This is significantly higher than the 38% reported across the general population of unlikely voters.

The barrier is not merely a lack of interest , but a combination of logistical hurdles and systemic cynicism. The UC Berkeley data indicates that 31% of young voters feel too busy to vote, compared to 19% of the broader population. This sentiment is echoed on the ground at De Anza College in Cupertino, where Rinu Nair, president of the History and Civic Engagement Club, noted that while student interest in the gubernatorial race is high, many students feel their votes cannot effect real change due to the controversial histories of the candidates.

Xavier Becerra's 30-Chapter Tour of Young Democrats

Among the candidates, Xavier Becerra has adopted the most aggressive grassroots strategy for youth outreach. As reported in the source, Becerra has visited 30 different chapters of the California Young Democrats since July 2025, a level of engagement that has earned him 15 youth group endorsements—the highest of any candidate in the race.. Daniel Guerrero, a UC San Diego senior and president of the California Young Democrats, suggests that Becerra's willingness to put college students at the forefront of his campaign has resonated deeply with the community.

Other candidates are employing different tactics to bridge the generational divide. Antonio Villaraigosa has focused on internal campaign demographics, hiring a staff primarily aged 22 to 26 to better translate his message to youth. Meanwhile, Katie Porter has focused on physical presence through college campus visits and leverages endorsements from the UAW and Teamsters, unions that represent higher education workers. In contrast, candidates like Steve Hilton, Chad Bianco, and Matt Mahan did not respond to inquiries regarding their youth engagement strategies.

Housing and Inflation as the Primary Drivers for Gen Z

For the youth vote to materialize, candidates must address a specific set of economic anxieties. Data from the Center for Information and Research on Civic Learning and Engagement at Tufts University identifies the cost of living, inflation, healthcare, and housing costs as the top three issues tracking for Gen Z leading into the 2026 midterms. These material concerns outweigh other pressing topics, with jobs and immigration ranking fourth and fifth, respectively.

The challenge for the Democratic establishment is to move beyond generic messaging. California Assemblymember Alex Lee, who has endorsed Tom Steyer, argues that a strong social media presence is secondary to substantive policy.. Lee suggests that Democratic candidates often struggle because their online personas are perceived as "boring," failing to translate complex policy wins into the high-energy formats that Gen Z consumes.

The Undisclosed Payments to Content Creators

The pivot toward digital-first campaigning has introduced a new ethical gray area regarding transparency. Both Tom Steyer and Xavier Becerra have utilized short-form videos and partnerships with content creators to reach younger audiences. However, the source reports that both candidates are now facing allegations that these influencers failed to disclose that their endorsements were paid advertisements .

This lack of transparency raises critical questions that remain unanswered: exactly how much was paid to these creators, and which specific influencers were involved? While Tom Steyer has three youth group endorsements and Tony Thurmond has one, the reliance on paid "organic" content risks alienating a generation that prizes authenticity. If the campaigns are viewed as simply buiyng influence rather than earning it, the disillusionment cited by students at De Anza College may only deepen.