Choosing the Right Leader: A Qualitative Study of Gen Z Voters’ Standards for Political Leadership in North Cotabato

Abstract

Purpose: This qualitative study examined the leadership standards Generation Z voters in four municipalities of North Cotabato, Philippines (Kidapawan City, Matalam, Makilala, and Kabacan) use to evaluate political candidates, and how personal values, social influences, and digital exposure shape these standards. The study engages with Sustainable Development Goal 16 (Peace, Justice, and Strong Institutions) by examining how youth voters’ evaluative standards can inform more accountable and participatory democratic institutions.

Method: Using a thematic analysis design (Braun & Clarke, 2023), the researchers conducted semi-structured, in-depth interviews with ten (10) purposively sampled Gen Z college students, generating in-depth insight into their lived experiences and perspectives on political engagement.

Findings: Thematic analysis identified four leadership qualities participants prioritized when evaluating political candidates: Consistency in Public Service, Empathy for People, Sense of Accountability, and Competence. Consistency reflects the importance of reliability and alignment between words and actions, while empathy emphasizes moral leadership and care for societal welfare. The findings also indicate that social media plays a central role in participants’ political awareness and discourse, though participants reported actively evaluating and verifying information to navigate misinformation.

Contribution: Interpreted through Lifestyle Politics Theory and Political Socialization Theory, the findings suggest that personal values and social influences jointly shape these young voters’ evaluative standards. The study offers context-specific insight for policymakers, educators, and electoral bodies seeking to engage youth voters and strengthen voter education in North Cotabato, while contributing a locally grounded case to the broader literature on youth political behavior in the Philippines.