Resonate’s 2024 General Election Voter Landscape

Throughout each year and each election cycle, as the world around us changes so does the U.S. voter.  Resonate’s AI-driven consumer intelligence gives you the most up-to-date and comprehensive view of voters with thousands of insights on nearly 250 million Americans, and this election season we have new data and new reports to inform your campaign strategy. 

New Resonate 2024 General Election Voter Landscape

Resonate’s 2024 General Election Voter Landscape provides an unparalleled understanding of the U.S. voter through an AI-driven segmentation of voters classified into 10 discrete segments. This voter segmentation draws from political party, voting behavior, issue areas, values and motivations, recent events, and more to create unique personas that you can use for analysis and activation. 

Use Resonate’s 2024 General Election Voter Landscape segments to understand the personalized difference voters have on policy positions, values, motivations, candidate platform support, party affiliation, voting history, media consumption habits, and more.

Meet the Voters

Use the summaries below to become more familiar with the segments in Resonate’s 2024 General Election Voter Landscape.

Democratic-Leaning Segments:

Progressive Professionals

The "Progressive Professionals" segment represents a cohort of liberal Democrats who stand firm in their support for a wide range of social issues, including abortion rights, LGBTQ+ rights, and environmental regulations. These individuals are more inclined than other Democratic groups to advocate for increasing taxes on capital gains and stock dividends, support universal background checks for gun purchases, and promote rehabilitative approaches to address societal issues like drug addiction over punitive incarceration measures.

This segment is characterized by a strong commitment to policies aimed at fostering a robust social safety net, such as paid family leave and affordable healthcare. They have been consistent voters who have supported Democratic candidates like Barack Obama and Hillary Clinton in previous elections, and they are likely to cast their ballots for the Democratic nominee in the 2024 presidential election, although some may harbor concerns regarding President Biden's age and health.

Aligning with the progressive wing of the Democratic Party, the "Progressive Professionals" prioritize social justice, economic equity, and environmental protection in their political views. Demographically, this group is more likely (than other democratic segments) to be union members with six-figure incomes, married agnostics, holding college degrees, and working in white-collar professions. With older children at home and mortgages to manage, they prioritize shared family meals.

Active on platforms like LinkedIn, Reddit, and Nextdoor, they are attentive to podcast advertisements and sponsored search results. Moreover, this health-conscious, non-smoking segment values vision and dental insurance coverage.

Safety-Net Seniors

The "Safety-Net Seniors" segment represents moderate Democrats who are ardent supporters of maintaining and strengthening vital programs like Medicare and Social Security. They are more likely to be concerned about the state of American democracy and view threats such as former President Trump, Russia, and China as major challenges facing the country.

On domestic issues, this group is more inclined to be strong advocates for gun control measures like assault weapons bans and raising the minimum age for gun purchases. They are also more likely to favor increasing taxes on corporations and the wealthy to fund programs like universal healthcare for middle and lower-income Americans.

Regarding immigration, the "Safety-Net Seniors" are more likely to support measures such as increasing funding for border security, requiring E-Verify for employers, and having refugees remain abroad during processing. However, they also tend to believe that the U.S. should uphold global order and liberty.

This segment comprises loyal supporters of President Biden and the Democratic Party, planning to re-elect Biden in 2024 and donating to the party and its PACs. They are heavily engaged in following political news and opinion shows on television.

Demographically, (compared to other democratic segments) the "Safety-Net Seniors" are typically fixed-income retirees (under $25K) from the Baby Boomer or Silent Generation, often identifying as Protestant. They are devoted members of AARP, concerned about issues like climate change and veterans' support. With some college education and possible military experience, they are largely disconnected from the online world, instead favoring traditional TV news and print magazines and newspapers.

"Safety-Net Seniors" are worried that issues like crime, gun violence, and natural disasters will be a problem in the near future.

Cynical Centrists

The "Cynical Centrists" are a democratic segment characterized by their fiscally moderate stances, coupled with a relative disengagement from politics. Despite their definite positions on certain issues, they often remain less opinionated on major topics such as healthcare, wages, consumer protections, and workers' rights.

On social issues, the “Cynical Centrists” are more likely to adopt a pro-life stance on abortion and oppose gender transition treatments for minors. They show some openness for the "Don't Say Gay" law, believing that parents and legislatures should have control over education and school curriculums. They are more likely than other left-leaning groups to favor tax reductions, particularly for sales and property taxes, and support reducing government expenditures. In their view, excessive spending is the main factor behind inflation.

As the 2024 election approaches, the “Cynical Centrists” are more likely to be undecided, with Trump's legal troubles potentially influencing some of them to consider a third-party candidate should he be found guilty. Their core priorities, compared to other democratic groups, revolve around job creation, the economy, canceling student debt, and criminal justice reform.

In terms of foreign policy, this segment tends to hold a skeptical view, supporting limited US involvement in foreign conflicts. They also believe that police funding should be redirected towards social programs rather than reform. Additionally, the “Cynical Centrists” are more likely to support gun rights, photo ID voting laws, privatizing Social Security, and oppose vaccine mandates for kids.

Demographically, (compared to other democratic segments) the “Cynical Centrists” are often diverse single millennials working full-time in blue-collar jobs, renting in urban areas. They find purpose beyond their paycheck, grounding their lives in faith and devotion to God. Their viewpoints heavily revolve around their children, as they save for college while juggling higher costs that have driven them into debt. Despite their optimism that their financial situation will improve, tax increases remain a six-month concern.

The “Cynical Centrists” are avid consumers of mobile content, streaming videos, listening to urban radio, and staying connected on platforms like Meta, TikTok, and YouTube.

Independent Segments:

Money-Minded Undecideds

The "Money-Minded Undecideds" are an independent segment that prioritizes policies related to entitlements like Medicare and Social Security, healthcare, and crime and law enforcement. They are passionate about improving prescription drug safety, costs, and access, enacting stringent gun control measures, and promoting civil liberties.

More likely to hold anti-gun stances, this segment advocates for more restrictive laws on gun ownership, including increased age requirements and bans on assault weapons. Their stance on commerce and health issues encompasses improving prescription drug safety, reinstating net neutrality, increasing funding for low-income healthcare, and protecting online privacy. They view medication affordability as a serious community problem and blame corporate price gouging for inflation, calling for increased regulations across various industries.

Believing the government should play a significant role in elder care, the “Money-Minded Undecideds” support raising taxes on wealthy individuals and corporations to fund healthcare subsidies for lower-income citizens. They view Russia, rogue nuclear states, former President Donald Trump, and white supremacists as significant threats to the U.S. and advocate for police oversight, and prosecuting war crimes. Socially, they promote race equality, civil liberties, and have nuanced views on parental rights in education and abortion.

Demographically, (compared to other independent segments) this segment comprises retired or unemployed homemakers A45+ with a household income of less than $25,000. They are more likely to have adult children living at home and utilize government assistance programs such as SNAP, WIC, and SSDI. They are more likely to have attended some college and identify as non-Catholic or non-Protestant Christians.

The “Money-Minded Undecideds” are heavily engaged with TV and streaming, using Facebook for social media. Their beliefs, religion, and spirituality are important to them.

Cyber Crusaders

The "Cyber Crusaders" are an engaged and politically active independent segment with a unique blend of views. They consistently vote in elections to ensure their voice is heard, surpassing other independent groups in this regard.

They are more likely to believe that the fear of mass shootings is exaggerated and do not fear for their personal safety. They are more likely than other independent groups to support outlawing the death penalty, closing the boyfriend loophole, approving new casinos, and allowing multi-family homes through zoning laws.

The “Cyber Crusaders” advocate for vaccine mandates for children and are more likely to view labor unions as unnecessary. They attribute inflation to price spikes in specific products and skewed inflation calculations due to COVID.

This segment believes that the government should subsidize healthcare for all U.S. citizens. They are currently more likely to be making student loan payments and support abolishing the Federal Department of Education, decriminalizing all drugs, funding charter schools, canceling student loans, and offering student loan forgiveness for public service, with state legislatures determining school curriculums.

On foreign policy, the “Cyber Crusaders” are more likely to back Biden's Afghanistan approval, a two-state solution for Israel, deporting all undocumented immigrants, granting birthright citizenship for undocumented children, supporting militarized police equipment, remaining in NATO, and deploying troops for U.S. foreign policy while finishing the border wall and redirecting police funding to social programs.

They trust and are influenced by political ads on YouTube and Facebook, excited for the 2024 election with an openness to privatizing Social Security. Socially, they are more likely to support CRT in K-12, strict abortion bans, denying service based on religious beliefs, affirmative action, book banning, overturning Roe v. Wade, banning all abortions, gender transition treatments for minors, laws for gig workers as employees, cancel culture, and believe schools are too "woke."

Demographically, (compared to other independent segments) the “Cyber Crusaders” are often full-time employed Millennial business owners or self-employed individuals with a household income of $150,000 or more. They are Hispanic, own a home and a second home, and are most likely to have children under 18 in the household. They hold a post-graduate degree and are deeply religious, attending services frequently.

This segment has heavy engagement with radio, internet videos, and social media. While not more likely than others to be a member of social media, they frequently discuss important societal and political issues on these platforms. They listen to podcasts (music, news, business, advice) and radio (comedy, classical).

Gen-Z Zealots

The "Gen-Z Zealots" are a politically independent segment comprising primarily young adults who hold strong progressive views on various issues. However, they are dissatisfied with President Biden and the Democratic party. They are more likely than other independent groups to support guaranteeing the right to abortion, canceling some or all student loans, passing LGBTQ+ rights, raising the minimum wage, and enacting new gun regulations.

Their key issue areas include promoting gender and race equality, supporting pro-choice issues, promoting gay and lesbian equality, reducing climate change, and developing alternative energy sources. They are also the group with the most sympathy towards Palestinians.

The “Gen-Z Zealots” are more likely to believe in the necessity of unions and hold pharmaceutical companies accountable for prescription painkiller abuse. They support telehealth and mental health funding, enhancing the review process for gun buyers under 21, and believe in the right to self-defense through gun ownership.

This segment is more likely to think the government should subsidize healthcare for all U.S. residents, including undocumented immigrants, and support legalizing recreational marijuana. They blame the lack of affordable rehabilitation facilities for drug abuse and believe curriculum decisions should be made by professional associations.

The “Gen-Z Zealots” view mainstream media, environmental threats, national debt, MAGA Republicans, and election fraud as significant threats to the U.S. They are more likely to advocate for a path to legal residency for undocumented immigrants, creating more sanctuary cities, granting driver's licenses, and amnesty to DREAMERs and all undocumented immigrants. Their electoral policy requirements are more likely to include student loan cancellation, clean energy regulations, LGBTQ+ rights, and abortion rights, with deal-breakers being the banning of abortion and repealing LGBTQ+ and gun regulations. They are deeply concerned about the implications of overturning Roe v. Wade, including forced pregnancies from rape or incest, the potential overruling of other rights by the Supreme Court, and an increase in dangerous, illegal abortions.

Demographically, (compared to other independent segments) the “Gen-Z Zealots” are typically single Gen Z students likely to be living with their parents, not owning or renting their own homes, and are not religious. The majority doesn’t have children.

This segment is heavily engaged with the internet and social media, frequently using platforms like Snapchat, Instagram, Reddit, TikTok, Discord, and YouTube.

These individuals are avid cell phone users, relying on their phones for nearly every activity except reading and communicating with friends and family.

Non-Voting Neutrals

The "Non-Voting Neutrals" are an independent political segment that does not lean towards supporting specific policies more than other groups, and they strongly disapprove of President Biden's job performance.

The “Non-Voting Neutrals” are not registered to vote, have no influencing factors for voting, are not excited about the upcoming election, and do not have strong political opinions.

Demographically, (compared to other independent segments) this segment comprises Gen X individuals who are married, white non-Hispanic, with adult children (18+) who do not live at home.

They anticipate their personal finances will remain the same over the next six months. Due to inflation, they are paying more for things but are not changing their spending habits. They believe inflation is caused by people living off government benefits instead of working.

The “Non-Voting Neutrals” are not heavily engaged in any media type, nor are they active on social media.

They are likely to have a mortgage, but only slightly more likely than other segments. Overall, this group does not have distinctive characteristics that set them apart significantly from other independent segments.

Republican-Leaning Segments:

National Debt Hawks

The "National Debt Hawks" are a Republican segment whose views don't always align with the party line.

While Republican, they are not likely to join Trump's new party. They believe there is little that can be done to prevent mass shootings and think gun laws should remain unchanged. They attribute painkiller abuse to the people taking them and believe the government should play a role in elder care while supporting the maintenance of most taxes and opposing raising taxes on wealthy Americans.

The “National Debt Hawks” are most likely to perceive partisan politics, national debt, and environmental threats as significant dangers to the US and have sympathy for Israel. They believe the US should uphold and enforce global order and liberty, considering it both morally right and in America's interest. They are the most likely GOP group to support US military aid to Israel and Ukraine.

This segment is more likely to see accepting donations from corporations as a sign of corruption, consistently votes, and are the least likely to think Trump should not run in 2024. They support removing demographic questions from government forms.

Demographically, (compared to other republican segments) the “National Debt Hawks” are often Gen X professionals employed full-time in white-collar roles with a household income exceeding $150,000. They hold a college degree, own their home, and are financially savvy.

They are more likely to engage with LinkedIn for social media and prefer watching sports and sitcoms on TV. Over the past 30 days, they've noticed advertisements on the radio, in print magazines, and newspapers.

Family-First Millennials

The "Family-First Millennials" are a Republican segment that prioritizes education policy, job creation, and social issues more than other GOP groups. They are more likely to support raising the minimum wage and banning abortion. This group advocates for lowering taxes on wealthy Americans and tends to be less politically engaged.

The “Family-First Millennials” are more likely to be distrustful of institutions, blaming drug addiction on pharmaceutical companies, and have the lowest vaccination rate among Republican groups.

On healthcare and justice issues, the “Family-First Millennials” back telehealth, mental health funding, and red flag laws. They believe guns protect citizens from the government and should have fewer restrictions, opposing an assault weapons ban.

Unlike other GOP groups, this segment shows some openness to government involvement in family support, such as free K-12 school lunches and maternity leave. They are more likely to support legalizing recreational and medicinal marijuana, as well as psilocybin. They express concerns about the justice system and a lack of affordable rehabilitation facilities. The “Family-First Millennials” are more likely to believe curriculum should be determined by professional associations and oppose charter school funding.

On immigration and foreign policy, they are more likely to see immigrants as essential to the economy and bring cultural diversity. They advocate for police body cameras, ending military aid to Israel, and limited US involvement in foreign conflicts unless directly attacked. This segment supports de-prioritizing minor, non-violent offenses.

Politically, they favor automatic voter registration, are more likely than other right leaning groups to watch political ads on YouTube, support Trump in the 2024 Republican primary, and about one-quarter voted for Obama in 2012. They are concerned about schools pushing a "woke" agenda, and support laws recognizing gig workers as employees.

Demographically, (compared to other republican segments) the “Family-First Millennials” are often millennial parents with children under 18. They are the most diverse GOP group and are passionate about societal issues such as mental healthcare and support for underprivileged youth. Financially, they are optimistic, believing they will be better off in the next six months despite being the right leaning segment that is most likely to say they are currently struggling.

They heavily engage with social media platforms like Instagram, TikTok, Snapchat, and YouTube for new ideas and purchases and enjoy ads tailored to their interests.

Their primary concern for the next six months is that wage increases may not keep up with the cost of living.

Immigration Conservative Enforcers (ICE)

The "Immigration Conservative Enforcers (ICE)" are a Republican segment that supports candidate platforms focused on immigration policy, entitlement policy, government spending, and defense/military. They oppose cuts to Medicare and Social Security, support term limits, and believe the Biden administration's top priorities should be the criminal justice system and immigration.

This group is more likely to blame inflation on excessive government spending and individuals living off benefits instead of working. They blame drug addictions on poor border security and are strongly against mandating vaccines for children. The "Immigration Conservative Enforcers (ICE)" are more likely to believe the government should subsidize healthcare for citizens below the poverty line, but they oppose canceling student loan debt, decriminalizing drugs, and are concerned about opioid abuse.

The "Immigration Conservative Enforcers (ICE)" are more likely to support strict border policies, including building a physical wall along the southern border, deporting all undocumented immigrants, and cutting federal funding to sanctuary cities. They view immigrants as consuming resources and increasing job competition. This segment sees Joe Biden, China, illegal immigration, and radical Islamic terrorist groups as major threats to the US, and they believe Trump would have done a better job with the Afghanistan withdrawal.

They oppose cuts to Medicare and Social Security, privatizing Social Security, and passing Medicare for All. The "Immigration Conservative Enforcers (ICE)" view corruption as awarding government contracts to companies one is invested in, soliciting sexual favors, trading stocks related to legislation, accepting money from foreign leaders, and not following through on campaign promises.

As frequent voters, they support increasing fossil fuel production, and new oil/gas pipelines. Socially, they are concerned about Jewish Americans feeling unsafe, support overturning Roe v. Wade and banning abortion, defend traditional marriage, oppose military diversity training, and strongly oppose book banning.

Demographically, (compared to other republican segments) the "Immigration Conservative Enforcers (ICE)" are often retired Boomer conservative Protestants with a household income of $25,000-$50,000. They have less than a college degree and their parents did not graduate from college.

Concerned about societal issues like care for veterans and cancer, they are empty nesters. Financially, they expect their situation to remain stable in the next six months.

Their concerns for the next six months include illegal immigration, crime, geopolitical threats, poor leadership in the US government, rising fuel prices, and an unfair criminal justice system.