Intergenerational Preferences on the Attributes of Local Political Candidates

Abstract

Voter preferences play a critical role in shaping democratic practices, particularly in societies characterized by generational diversity. This study examines the key attributes prioritized by Generation X, Y, and Z voters in the four districts of Tuguegarao City in evaluating local political candidates, especially in the context of the upcoming 2025 National and Local Elections. Utilizing a convergent-parallel mixed-methods design, the research employed stratified random sampling for quantitative data and quota sampling for qualitative inputs, involving 120 respondents through structured questionnaires and follow-up in-depth interviews. Quantitative and qualitative data were collected concurrently, analyzed independently, and later integrated to develop a comprehensive understanding of generational electoral behavior. Findings reveal both shared and generation-specific preferences. Across all cohorts, voters consistently valued transformational leadership, crisis responsiveness, strong community communication, and conservative platform orientation. Personality was ranked as a secondary but influential attribute. However, educational attainment was not seen as a decisive criterion despite majority of the respondents are tertiary graduates. Candidates with humanities-based occupational backgrounds, and proven grassroots engagement were preferred. There was also a broad rejection of candidates closely aligned to candidates who graduated abroad, elementary and high school graduate, worked in entertainment industry, regularly use social media for projects, centralized leadership style, and focused on legislative accomplishments. Voters also emphasized economic policy relevance, and consistency in public service delivery. Variations in policy preferences, particularly on gender-related issues, further illustrate generational divides in political orientation in which generations reject liberal policy-oriented platforms. Generational differences, however, underscore the complexity of voter behavior. Generation X favored actionable platforms and party-aligned leadership, reflecting a pragmatic and conservative orientation and views experience as not a crucial basis for choosing a candidate. Generation Y prioritized political credibility, proven governance, and ethical consistency over ideological affiliation or public image. Generation Z valued educational background but demonstrated an ongoing struggle between progressive ideals and vulnerability to misinformation highlighting contradictions in digital activism and actual voting behavior.  These results suggest the necessity for political stakeholders to adapt campaign strategies and civic engagement efforts to resonate with both shared democratic values and the nuanced expectations of each generational group. By aligning political messaging and candidate development with generational priorities, more inclusive, credible, and effective local governance can be promoted.