Months of campaigning all come down to today’s election. Branded has conducted extensive voter research to better understand the behaviors and attitudes driving decisions made in the U.S. midterm election today.

According to our research on the U.S. midterm election, many consumers intend to vote today. Millennials and Baby Boomers make up the largest voting blocks in the U.S. Millennials (age 22-38) are roughly 71 million strong in the U.S. while Baby Boomers(age 51-69)  are about 74 million strong. Approximately 85 percent of Baby Boomers and 79 percent of Millennials told us they intend to vote in the midterm election. However, we will have to wait to see the true turn-out. 

Party affiliation matters in the U.S. midterm election. Branded’s research found that both Millennials and Baby Boomers are most likely to be affiliated with the Democrat party. Approximately 43 percent of Millennials and 37 percent of Baby Boomers say they belong to the Democrat party.

We observe a large gap in the percent of Millennials who identify as Republicans when compared to Baby Boomers. Approximately 26 percent of Millennials told us they are Republicans versus 34 percent of Baby Boomers. Millennials and Baby Boomers are about equally likely to say they are not affiliated with a political party, with 25 percent of Millennials and 26 percent of Baby Boomers identifying as independent. 

While most voters are party loyal, this is not universally true. Approximately 1 in 5 Millennials told us they have been affiliated with a different political party in the past. And 1 in 3 Millennials would consider changing political parties in the future. About 1 in 6 Baby Boomers have belonged to a different political party in the past. And 1 in 5 Baby Boomers would consider changing political parties in the future.  

Both Millennials and Baby Boomers tend to live in households with others who share their views. Approximately 40 percent of Millennials households and 36 percent of Baby Boomer households are dominated by Democrats. While approximately 28 percent of Millennials households and 34 percent of Baby Boomer households are dominated by Republicans.