Are politicians really in tune with the needs of young people? Many young voices across Wales seem to think otherwise. As political parties ramp up their TikTok efforts to connect with the youth, the real question is, are they hitting the mark?
Since 2021, 16-year-olds in Wales have been eligible to vote, but the pandemic threw a wrench into what could have been a budding engagement. As we approach the upcoming Senedd election, the focus is on how this young electorate will turn the tide.
Interestingly, Plaid Cymru is leading the TikTok race with 447,000 likes – a leap ahead of other parties. They’re using the platform to mix slick explainers and campaign clips, hoping to be seen as the voice for young people. Meanwhile, Reform’s UK-wide account still towers with an impressive 5.4 million likes.
Kiera Marshall, a passionate Plaid campaigner, says, “Politicians don’t represent young people. Policy doesn’t reflect what they care about.” At just 27, she’s vying to be the voice of young people in the Senedd, highlighting the generational gap in understanding youth needs.
Across Wales, young people like Niamh Salkeld are demanding change. A first-time candidate, Niamh is vocal about economic strains and fading opportunities for her generation. Describing the system as one that talks “at us,” she calls for policies that truly represent youthful voices.
Both Kiera and Niamh emphasise the power of social media in reaching out to traditionally disengaged youth. “We need a better presence,” Kiera explains, recalling a school visit where students were more familiar with Nigel Farage than local leaders.
As young people navigate rising costs, job insecurity, and public service struggles, it’s clear they want to be heard. Their message? The time for meaningful change is now, and they won’t settle for less. Will this election be a turning point for youthful political engagement in Wales? Stay tuned.