As the UK approaches another general election, understanding why millions of registered voters choose not to participate is more critical than ever. In 2019, over 15.5 million registered voters abstained from voting, a number that surpasses the votes received by any major party. This trend, often referred to as "voting apathy," has become somewhat of a global phenomenon, and is often regarded as a threat to the health status of democracies. Historically, voter turnout in the UK was above 80% in the 1950s and 1960s but has since declined, with the 2019 general election seeing only about 67% participation. Traditional explanations for this decline include a lack of interest, disillusionment with the political process, and the perception that individual votes do not matter in constituencies dominated by one party.
However, to address this issue effectively, we may need to shift our perspective. Rather than viewing voter non-participation merely as apathy, it may be more insightful to consider it through the lens of behavioural science, drawing parallels with vaccine hesitancy. Vaccine hesitancy, defined as the delay in acceptance or refusal of vaccines despite availability, shares several psychological, social, and informational barriers with voting hesitancy. By understanding these commonalities, we can develop strategies to increase voter participation.
Breaking Down Motivational Barriers
To rethink voter apathy as voter hesitancy widens the lens through which we can understand and address low participation. For example, we know that vaccine uptake increases individuals consider it as an act that has value, makes a difference to their health and that of others, is their own choice, and they are clear about the process to follow to get vaccinated. Clarifying whether value, impact, perceived autonomy or accessibility is the key blocker and for whom, could inform bespoke and culturally-sensitive approaches to engage greater participation in voting.
The Power of Social Influence
Social norms and peer behaviour significantly impact both vaccine uptake and voting. If individuals see their friends, family, or community members abstaining from voting, they are less likely to vote themselves. Social media and community leaders also play a crucial role in shaping these norms. In vaccine hesitancy, a healthcare line manager making their decision to be vaccinated visible is known to boost healthcare employes engagement with vaccination. Similarly, as we interact with others in our community roles, as teachers, parents, friends, business owners, we could contribute to increase voting by publicly saying or showing that we have voted.
Tackling Informational Overload and Disinformation
Just as fear, mistrust, and misinformation influence vaccine decisions, they also impact voting behaviour. People who have lost trust in the political system or feel alienated from it are less likely to vote. This may interact with individual capacity to process conflicting information about candidates and policies. In the same way that vaccine uptake is known to emerge as a complex product of interactions between cognitive styles and trust in health institutions, so could decisions to participate in elections. Addressing these informational barriers by prioritising approaches which (re)build trust in the political system and make key relevant and accurate information for how to cast a vote and how to decide on a ballot accessible and inclusive could contribute to increase participation.
Behavioral Interventions
Reconsidering voting apathy as voting hesitancy, allows drawing inspirations from successful public health strategies used to increase vaccine uptake to mitigate voting hesitancy. These include:
- Improving Access: Just as convenient access to vaccination sites increases vaccine uptake, making the voting process easier and more accessible can boost voter turnout. This might involve increasing the number of polling stations, offering early voting, and simplifying the registration process.
- Addressing Affordability: Voting, like getting vaccinated, can be costly in terms of time and effort. Those with demanding jobs or family responsibilities may find it difficult to make time to vote. Solutions could include making Election Day a public holiday or offering extended voting hours to accommodate diverse schedules.
- Raising Awareness: Increasing awareness about the importance of voting and how to participate is crucial. Public information campaigns can educate citizens about the impact of their vote and how the electoral process works. Community leaders can lead by example and publicly advocate for the importance of casting a ballot.
- Enhancing Acceptance: Motivation to engage in the voting process can be improved by better understanding the reasons that result in perceived lack of empowerment and designing bespoke interventions to foster engagement.
- Supporting Activation: Voting requires planning and organisation. Timely reminder and user-friendly instructions to ease the voting process could go a long way to activate voting behaviours among hesitant voters.
In summary, understanding the parallels between vaccine hesitancy and voting hesitancy offers fresh insights into voter behaviour. In the same way where governments set target for vaccine uptake to ensure global health through herd immunity, we could rebalance the shift the responsibilities by considering voter hesitancy as a key priority to protect the health of democracies. Identifying what psychological, social, and informational barriers are underpinning voting hesitancy and implementing targeted behavioural and contextual interventions to address them has the potential to increase civic participation and strengthen our democracy. As the global climate of polarisation and disinformation intensifies, these strategies are more pertinent than ever. Through a better understanding of the factors that lead to voter non-participation, we can work towards a more engaged and representative electorate.
