LOS ANGELES,CA – Today, the My Code™ Intelligence Center released a new report, “Motivations & Media Sources in the 2024 Election” offering an in-depth analysis of how multicultural Americans voted in the 2024 presidential election and the factors influencing their decisions. The report also examines media consumption habits, the role of misinformation, and priorities as voters look to the future.
The findings underscore that price inflation was the biggest driver of voter behavior, followed by healthcare, affordable housing, reproductive healthcare, and immigration policy. The report also explored the media consumption trends of multicultural voters, revealing that social media is both the leading source for political news and the primary source of misinformation, with nearly half (48%) of multicultural Americans believing misinformation significantly impacted the election outcome.
Junelle Cavero Harnal, Head of Political at My Code, said the following about the findings, “The attention and resources dedicated to engaging multicultural voters can no longer rely on outdated practices or assumptions,” says “These voters are highly engaged and diverse, with shifting priorities that reflect their unique experiences and concerns. As this report shows, economic stability, reproductive healthcare, and misinformation were pivotal in shaping voter behavior in the 2024 election. Campaigns must adapt with precision and cultural relevance, tailoring strategies to reflect the evolving priorities of these communities. Delivering meaningful solutions and building trust will be critical for maintaining their engagement in future elections.”
Key Findings from the Report Include:
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Voter Turnout and Preferences:
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87% of multicultural Americans claim they voted in November 2024, including 81% of young multicultural Americans (18-24).
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Kamala Harris was the top choice for President among multicultural voters by over 20 points (59% Harris vs. 38% Trump).
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While Harris had a 37-point lead among multicultural women (67% Harris, 30% Trump), multicultural men were more divided, with Harris leading Trump by just +5 points (51% Harris, 46% Trump).
Top Issues Impacting 2024 Voting:
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Price inflation was the top issue for multicultural voters, followed by healthcare, affordable housing, and reproductive healthcare.
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Economic issues were most important to voters aged 25-54, while social issues like reproductive rights had a greater impact on younger (18-24) and older (55-64) voters.
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Reproductive Healthcare:
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Over 70% of multicultural Americans believe constitutionally guaranteed reproductive healthcare rights are important.
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A majority supported a federal law protecting access to abortion, with many citing the Supreme Court’s decision to overturn Roe v. Wade as a strong influence on their voting decisions.
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Media Habits and Misinformation:
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Social media was the most relied-on source for political news, with platforms like Facebook, Instagram, and TikTok dominating.
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Despite its prevalence, 48% of multicultural Americans believe social media played a significant role in spreading misinformation during the election.
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Political ads on social media and traditional TV were key motivators, with 44% agreeing that campaign ads encouraged them to stay politically engaged.
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Implications for Future Campaigns
These findings provide a lens into how multicultural voters influenced the outcome of the 2024 election. Their priorities and perceptions, shaped by media consumption and targeted messaging, were decisive in driving voter turnout and preferences. The heavy reliance on social media as a primary news source, coupled with concerns about misinformation, highlights the need for campaigns and organizations to refine their strategies. Engaging multicultural voters moving forward will require leveraging diverse media platforms, crafting culturally relevant messaging, and addressing the trust gap in news and information. As these voters continue to grow in influence, thoughtful and adaptive communication strategies will be essential to building trust and sustaining their engagement in future elections.
The full report, including detailed insights into voter priorities and media habits, is available here. For additional information or to arrange an interview with Junelle Cavero Harnal, head of MyCode Political, please reach out to the contact listed above.