As we near one of the most critical elections in modern history, the power—and challenges—facing young voters of color are more apparent than ever. Today’s young Black, Latino, and People of Color voters are informed and connected like no generation before.
Through social media, podcasts, and grassroots networks, they engage with politics on their terms, with sources that resonate with their lived experiences and values. In March, when I founded Rise United (RU), along with other seasoned political friends, the reason was simple yet crucial: to help young Black, Latino, and People of Color navigate this landscape and solidify their political identity in an age flooded with much more misinformation than I faced as a young political activist working on my very first political campaign 40 years ago.
I recognize that these young voters are cautious, with good reason. Their skepticism of political leaders stems from generations of disenfranchisement, neglect, and systemic inequality that have impacted their families and communities. Empty promises and token gestures won’t cut it for them — they scrutinize, demand accountability, and insist on transparency. Trust is earned, and the stakes are far too high to accept anything less.
In 2024, this natural skepticism is further challenged by heightened and targeted misinformation and disinformation intended to confuse, discourage, and manipulate voters. Bad political actors and distractors are using digital platforms to seed doubt, weaken trust, and undermine the very concept of democratic participation. For young Black, Latino, and People of Color already marginalized by traditional power structures, this undermining is direct, dangerous, and urgent.
It is far more of a threat today than when I worked on Reverend Jesse Jackson’s presidential campaign or the Mondale-Ferraro Campaign due to new technology, the rise of social media, and the speed at which misinformation spreads.
When we established Rise United, we knew it wouldn’t be about traditional politics.
This urgency of those threats led me to launch Rise United. I was also inspired by the boldness of The Lincoln Project, a political action committee founded in 2019 by moderate conservatives who opposed Donald Trump’s presidency. As a lifelong progressive Democrat, I wanted to help empower a new generation of young voters for these times that I viewed as digital creators. With some young creators I worked with in the past, we defined our mission as providing a platform for the emerging American majority — Black, Latino, Asian, and other People of Color — to help them discover their political identity on their own terms.
When we established Rise United, we knew it wouldn’t be about traditional politics. Our goal was to meet young Black, Latino, and People of Color where they already are — whether on Instagram, TikTok, or in the community spaces where their voices resonate.
At RU, combating misinformation isn’t just an objective; it’s at the heart of what we do and how we do it. We partner with trusted influencers, grassroots leaders, and digital creators to deliver information and empower these young voters with tools to question and analyze the messages they encounter. Our campaigns encourage them to approach political information with the same healthy skepticism they apply to politicians, ensuring they aren’t swayed by narratives designed to sideline them from the democratic process.
Young voters aren’t just participants — they’re reshaping the future of American politics by demanding policies that prioritize racial justice, economic equity, climate action, and voting rights. They aren’t interested in empty rhetoric. They want real results — policies that directly impact their communities. For them, politics isn’t some distant government affair; it’s a tool for survival, advancement, and justice. The creators at RU amplify these values, making sure American democracy reflects all its people.
The work of our young creators is about rewriting the narrative around their political engagement. Our creators are bringing the conversation to audiences who look and think like them and respect their social platforms, values, and experiences. Through digital campaigns and partnerships with key influencers, RU creators are translating complex issues into relatable, impactful visual and verbal messages. This isn’t about oversimplifying politics; it’s about making it accessible, urgent, and relevant for those who have historically been sidelined.
As the most consequential presidential campaign in history comes to an end, the country is witnessing the transformative power of young Black, Latino, and People of Color voters. They are not just voters, but major catalysts for change and justice. Their influence is helping redefine American politics, and the more we support, empower, and uplift their voices, the stronger our democracy will become.
Democracy isn’t a given — it’s a responsibility.
The stakes couldn’t be higher. This election will set the course of American democracy for generations. Along with our RU team, we are helping to ensure that it is shaped by the voices and values of young Black, Latino, and People of Color because when they rise, we all rise. Their participation is not just meaningful; it’s crucial.
At a time when so many feel disconnected from the democratic process, Rise United exists to ensure that these young voters feel seen, heard, and empowered to lead. This election isn’t just about choosing candidates; it’s about deciding whether our democracy will reflect the diverse fabric of America and honor all voices. As a 40-year veteran of progressive politics, I see this as a moment to harness the power of all young voices and build a genuinely inclusive democracy. Democracy isn’t a given — it’s a responsibility. And it’s one that Rise United is committed to and dedicated to upholding.
Yolanda Caraway is a 40-year veteran of progressive politics, helping shape the modern Democratic Party. She is an advisor to numerous national leaders, organizations, companies, and causes. The book she coauthored, “For Colored Girls Who Have Considered Politics,” won an NAACP Image Award in 2019.
