Published Paper Details:

Elections were fundamental to democratic governance. Issues such as voter turnout, engagement, and generational preferences impact electoral outcomes. The significance of millennial participation had drawn attention, both globally and in the Philippines. The study examined the voting behavior and preferences of millennials in Tarlac City, revealing key demographic insights and their impact on electoral choices. The study used quantitative correlational research to explore connections between variables like demographics, voting behavior, and preferences among millennials in Tarlac City. Data collection involved questionnaires, interviews, and documentary analysis. The respondents were randomly and conveniently selected to get a diverse sample, and the data were analyzed using statistical tests and software to find patterns in millennials' preferences and behaviors when voting. The research highlighted personality traits, particularly thoughtfulness, as crucial in candidate selection. Security platforms were the primary concern for voters. The political or family background of candidates significantly influenced millennial voting behavior. Social and peer pressure affected the respondents. Governance skills and leadership style were highly valued in candidates. And traditional campaign methods, like rallies and caucuses, were preferred. The study found significant correlations between various demographic profiles and voting behavior. Age, gender, education, marital status, occupation, and religion all play critical roles in shaping political preferences. Addressing election challenges, such as vote buying and procedural issues, was essential for ensuring a fair and inclusive electoral process. It is recommended to target millennials with voter education campaigns, modernize electoral processes with technology, and provide additional precincts. They may establish monitoring systems to assess interventions and campaign managers to commit to ethical practices and use innovative tactics to engage millennials were also recommended.