- Political analyst Dr. Michael Ndonye emphasizes the importance of adapting to the evolving voter landscape. In contrast to past campaigns, the new generation of voters does not respond to traditional tactics.
Campaigns often determine the outcome of an election. The race for a political seat hinges on whether voters are genuinely convinced by a politician’s manifesto and agenda.
As Kenya approaches its next General Elections in 2027, the competition is heating up. Several influential political figures, including former Chief Justice David Maraga and People's Liberation Party (PLP) leader Martha Karua, have already expressed their intentions to vie for the presidential seat.
Others have received endorsements from prominent kingpins and groups. However, to secure a victory, these political aspirants must avoid outdated strategies.
Political analyst Dr. Michael Ndonye, speaking during the 'Political Oracle' show on the TalkChat Podcast, emphasizes the importance of adapting to the evolving voter landscape. In contrast to past campaigns, the new generation of voters does not respond to traditional tactics.
Statistics indicate that a significant portion of the voting bloc will come from Gen Z and Millennials—tech-savvy individuals who resist conventional methods of persuasion. To effectively engage these voters, Dr. Ndonye outlines the strategies that are unlikely to succeed in 2027.
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1. Ethnic Mobilization
Dr. Ndonye warns against mobilizing crowds along ethnic lines, a tactic historically used in Kenyan elections. Terms like 'Mt. Kenya kingpin' and 'Luo kingpin' were common in past campaigns.
“Gen Z and Millennials are tribeless; that is one of their core identities,” he explains. He cites the protests against the 2024 Finance Bill, where Gen Z identified themselves as tribeless, rejecting the old tribal affiliations.
2. Physical Mobilization through Games
Another strategy likely to fail is the mobilization of voters through physical games. As Dr. Ndonye points out, this approach has been a staple of political campaigns but does not resonate with Gen Z and Millennials.
“This generation is digital. Millennials pioneered computers and digital tools, while Gen Z are the true experts in technology,” he says. Most of these voters are active on digital platforms.
3. Traditional Posters
According to the political analyst, the use of posters to engage voters will also fall flat among Gen Z and Millennials. Historically, political figures targeted local kingpins for support, but this strategy lacks relevance for the younger generations.
“Gen Z do not have solid leaders; they identify with individuals temporarily and move on when they lose interest,” Dr. Ndonye notes.
4. Reliance on Traditional Media
Furthermore, Dr. Ndonye states that using traditional media will not work for Gen Z and Millennials. Since they are technology-savvy, these generations value instant communication, primarily through their phones. Platforms like TikTok, widely used for communication among these groups, highlight their preference for digital engagement.
4. The Need for Endorsements
Dr. Ndonye highlights that these generations value what they endorse over external endorsements. “To win this generation, you must engage them on their platforms. Their endorsement is far more valuable than that of a kingpin,” he asserts.
5. The Decline of Party Politics
According to Dr. Ndonye, party politics may soon become obsolete. Voters from the Millennial and Gen Z cohorts do not identify strongly with political parties and lack brand loyalty. “These generations focus on individual candidates and their promises,” he explains.
6. Religious Mobilization
Lastly, Dr. Ndonye advises against using religion to mobilize voters. He notes that Gen Z tends to distrust religious institutions and prefers a more liberal approach to life. “Mobilizing them through religion may not resonate significantly,” he concludes.
