A Lesson in Relevance: Zohran Mamdani

Billionaires have poured millions into political action committees to stop him. Donald Trump threatened New York City over the prospect of his victory. And yet, Zohran Mamdani, a 34-year-old muslim democratic socialist, maintained a double-digit lead and won the race to become mayor of New York. 

But why is this happening? Mamdani tapped into the same populist, anti-establishment energy that fueled Brexit and Trump's rise. But he channelled it somewhere entirely different, and he did it by speaking directly to Gen Z. 

The Anti-Establishment playbook gets a rewrite

In America, when we talk about populist movements, the most notable example we hark back to is Trump's presidential campaigns of 2016 and 2024 that were characterised by us-versus-them rhetoric related to migrants and government/ democrat elites, appealed to Christian tradition and promised to restore an idealistic vision of the past (Make America Great Again). Mamdani's success signals something different, a leftward iteration of anti-establishment politics.

Mamdani won the Democratic primary in an upset victory over Andrew Cuomo, who served as New York's governor for a decade. Since then, he campaigned hard for the mayoral position, running on distinct policies of freezing rent on one million apartments, fare-free buses, city-owned grocery stores, universal childcare and a $30 minimum wage by 2030. To fund this agenda, he plans to implement a 2% surtax on incomes over $1 million and raise the corporate tax rate from 9% to 11.5%.

This policy is a direct challenge to the status quo in New York and puts the spotlight on how the previous government, and by extension corporations, have balanced profit and public good. At a rally that drew 13,500 people, Mamdani declared: "New York isn't for sale." The crowd likely heard the subtext: “...not to corporations and not to billionaires,", i.e. those people who are increasingly seen as calling the shots on young workers’ day-to-day lives.

Last week, Mamdani released a list of major donors funding opposition efforts. But obviously, when the wealthy aggressively mobilise to stop a candidate whose primary offence is proposing higher taxes on themselves, it doesn't discredit Mamdani, it validates every suspicion Gen Z has about who the system is really serving. Its anti-establishment proof of concept.

What Gen Z wants

In the US, a recent Gallup report found that only 45% of Gen Z-ers are considered "thriving," meaning less than half rate their current lives positively and anticipate they'll continue to do so in five years. The reality is that this is a generation that has lived through economic crisis after crisis, a global pandemic and a global cost-of-living crisis, all while being promised something better. Instead, they have inherited economic anxiety, workplace instability and political leadership they don't trust. 

Younger workers aren't asking for anything radical. They want what previous generations took for granted: fair pay, rewarding work, mentorship, job security and a clear path to advancement. The difference is they've stopped believing the traditional gatekeepers will deliver it.

Mamdani speaks directly to this. His platform isn't abstract; they are policies with price tags and timelines. It resonates precisely because it treats economic anxiety as a structural problem requiring structural solutions, not as a personal failing where the next generation just needs to wise up and build more resilience.

Social media Is the message 

Mamdani has been praised for his impressive use of social media. It is formatted in the typical viral formats that social media influencers use to engage with audiences. We see him broadcast from random sidewalks, bus rides and his local shop. He responds to critics directly in conversational clips. He displays his daily life openly. It feels authentic and genuine, at times you forget that it's strategic.

Christian Greer in an interview with ABC describes his success in part due to his ability to have "kept his ear to the ground and listened to New Yorkers' concerns, rather than relying on consultants". When Cuomo's campaign released an AI-generated attack ad featuring violent criminals endorsing Mamdani, the contrast in the understanding of digital native audiences was clear. It demonstrated an establishment trying to whip up a moral panic versus an earned, organic connection with voters and social media watchers.

Zohran Mamdani: A new way of doing politics

Mamdani breaks from the traditional political playbook and stays on the tactical moral high ground of not stooping to the level of personal attacks and the standard practices of avoidance and obfuscation. He absorbs attacks and openly mocks detractors with humour.

This is part of what made Trump's 2016 rise so potent: his willingness to punch back with humour, turn attacks into entertainment, and create viral moments that traditional politicians would never risk. The reality TV instincts hadn’t left him: the one-liners, trademark nicknames and distinct refusal to abide by the establishment rules of decorum made him feel authentic to voters exhausted by political theatre and perhaps created a love-hate relationship for detractors who still find themselves cracking a smile at the comedic putdowns.

Mamdani has adopted the combative directness without the cruelty. When billionaire hedge fund manager Bill Ackman donated $250,000 to stop him, Mamdani didn't issue a solemn press release about the corrupting influence of money in politics. He went on conservative comedian Andrew Schulz's podcast, laughed about it, and pointed out the absurdity: a billionaire so threatened by modest tax increases that he'd spend a quarter-million dollars on a local election. The appearance itself undoubtedly was strategic given Schultz's history, but in finding common ground through humour, and calmly discussing disagreements without losing his principles or his cool, it demonstrated his distinct difference as a candidate.

This matters because it's how Gen Z processes information and evaluates credibility. They've grown up watching polished politicians pivot, deflect, and hide behind spokespeople. Directness, even combativeness, reads as honesty and Mamdani posts receipts, names names, and turns oligarch opposition into shareable content.

Identity without code-switching

Mamdani is navigating identity politics with the same honesty and grit, particularly in a period of surging anti-Muslim sentiment globally. He’s openly condemned Israel's war in Gaza and he's faced continuous attacks about his heritage and background and attempts to paint him as an anti-semite.

The traditional playbook wielded by politicians in response would likely be pragmatic and avoidant. But Mamdani does the opposite by maintaining unwavering consistency on Gaza while repeatedly and forcefully denouncing anti-semitism. Beyond his statements, he’s demonstrated throughout his campaign on social media that he’s built genuine relationships across communities, particularly with Jewish groups, showing up for them and having conversations that would likely have been dodged by others.

A July poll showed 43% of Jewish New Yorkers and 67% of Jewish voters under 44 planned to support him. When attacks came, trying to weaponise his Muslim identity against him, he didn't moderate, apologise, or parse his language differently for different audiences. He stood firm and refused to pander.

This resonates with a voter base that's been routinely lied to and misled. Gen Z has watched politicians code-switch their entire lives, say one thing to progressive groups, another to moderates and carefully calibrate every statement to avoid offence (see Rachel Reeves’ most recent briefing). They've learned to recognise performance. Mamdani's approach stays consistent, builds relationships and lets his record speak. It reads as integrity because it is.

What we can take from Mamdani’s approach

Gen Z has watched politicians promise change, then water it down. They've seen brands rainbow-wash logos while donating to anti-LBGTQ+ legislators. They know the difference between performance and commitment.

Mamdani’s approach resonates because he doesn’t just talk about what he offers to the people of New York, he centres it around actions. He doesn't pander and change narrative depending on the audience member; he builds audience relationships while maintaining his principles. He doesn't need to claim to be authentic when his actions are plastered across social media.

This generation wants leaders who speak directly to their material realities: affordability, stability, a future that doesn't require three side hustles. They want to know who benefits from the current system and why it should change. And they want it delivered where they actually exist in the spaces where they inhabit online.

In today’s volatile climate inclusive leadership that cuts through is critical, showing courage and navigating generational and technological shifts is key. If you would like to learn more about building inclusive leadership get in touch.