• by Sarah Mahoney  @mahoney_sarah, July 10, 2023

The Body Shop just announced its partnership with HeadCount, the national organization devoted to registering first-time voters. That group already works with companies like Levi Strauss, American Eagle Outfitters and Spotify. And Google, Microsoft, Aflac, Paramount Target and CMT are teaming up to support this year's National Voter Registration Day.

The Body Shop says this year's partnership is part of its global "Be Seen. Be Heard" campaign aimed at increasing young people's participation in more than 75 countries.

The retailer has tapped some of its “Changemakers” for upcoming livestreams, digital storytelling and live events. That cadre of young influencers includes Deja Foxx, reproductive rights advocate and founder of the Gen Z Girl Gang; Genesis Butler, an environmental and animal rights activist; Kairyn Potts, a two-spirit youth advocate and Nikita Kahpeaysewat, an environmental scientist.

Many of those events are timed to Sept. 19, National Voter Registration Day. Since its inception in 2012, that non-profit has registered some 5 million voters.

And since 2004, HeadCount has registered more than 1.2 million voters, working with musicians like Ariana Grande, Dave Matthews Band and JAY-Z, and corporate partners that include Ben & Jerry's and GrubHub.

The Body Shop says U.S. voter registration is increasingly important, with at least 24 states passing laws that make it more difficult to vote since 2021.

People can register to vote at the Body Shop's stores and website and sign a pledge to support youth participation in democracy.

"During last year's midterm elections, youth across the U.S. made their voices heard loud and clear," says Hilary Lloyd, vice president of marketing and corporate social responsibility, in the announcement. "We hope this campaign and partnership with HeadCount will inspire more youth to think about engaging with democracy as an ongoing practice, not just during major elections."

Even in an "off" election year, registration drives are taking on more demographic importance, given the potential clout of Gen Z.

Circle, Tufts University's non-partisan research organization focused on youth voting, says that last year's midterms marked the first national election in which Gen Z made up the majority of the ages 18-29 electorate and 9% of all voters.

And while Gen Z shares many similarities with Millennial voters, who currently make up 26% of the electorate, there are considerable differences.

One is voting know-how. Among those in the 18-to-25 age group who did not register to vote, 16% said they didn't know how or had trouble with the application, compared to 10% of Millennials. And while they were more likely than Millennials to say they didn't have time, Gen Z is less apathetic: While 40% of non-registered Millennials say they feel their vote doesn't matter, just 28% of Gen Z expressed that sentiment.

Overall, voters under 30 named inflation and access to access to reproductive healthcare their top concerns. Millennials, however, are more concerned with economic issues, including housing costs. Gen Z is more focused on racism and gun violence.