TALLAHASSEE, FL – With Election Day one week away, Sachs Media today released the second report in its four-part series “The Changing Face of Florida,” a comprehensive examination of the demographic, cultural, economic, and political impacts of Florida voters registered as “No Party Affiliation.” The new report, “The Changing Face of Florida: The Rise of NPA Voters,” highlights the rapid growth and increasing influence of NPA voters in one of the nation’s largest electoral prizes.
Once a hotly-contested battleground state, Florida has seen its political landscape reshaped by this growing segment of voters who are younger, more diverse, and more likely to vote based on issues rather than party loyalty. As of September 30, Florida’s voter rolls included over 3.5 million NPA voters, representing 26% of the total electorate, marking a 10-fold increase since the early 1980s.
Key findings from the report and an associates opinion survey conducted by Sachs Media’s Breakthrough Research division include:
- Demographic Shifts: Over 50% of NPA voters are younger than 45 and nearly a quarter are Hispanic. Race tends to distinguish between different segments of the Florida NPA population: 35% of white NPAs were once registered Republicans, compared with just 21% of non-whites, while just 14% of white NPAs were once Democrats versus 26% of non-whites.
- Disillusionment with Major Parties: Nearly three-quarters of NPA voters (73%) believe both major political parties are corrupt, and 70% agree that their former party has strayed too far from its values – whichever party used to hold their allegiance.
- Electoral Impact: In a state known for tight elections at all levels of government, NPA voters can be the deciding factor, as seen in several statewide elections won by razor-thin margins.
- Issue-Based Voters: NPA voters care about specific issues, including economic stability, health care reform, and perceived government corruption. Their views, however, are not consistently left- or right-leaning – for example, 74% support the legalization of marijuana, but a solid majority (59%) reject the idea that the federal government should provide for everyone’s health care costs and eliminate private health insurance.
- Social Media: NPAs are highly active on social media, with 84% using platforms like Facebook and YouTube at least weekly. Digital engagement and data-driven communication strategies are critical to reaching this audience.
“The rise of NPA voters represents a significant shift in Florida’s political identity,” said Karen Cyphers, Ph.D., Partner and Director of Research at Sachs Media. “As more voters choose not to affiliate with a major party, political campaigns and professional communicators need to adapt to meet the diverse priorities of this key demographic. These voters are shaping the future of electoral politics, not just in Florida but potentially nationwide, and everyone should be paying attention.”
Florida’s NPA voters are largely found in urban areas like Miami-Dade, Broward, and Orange counties, the report found, and they are increasingly influential in both state and local elections. With more than half of these voters under the age of 45, Florida’s electorate into the future is likely to grow more issue-driven and less aligned with traditional party loyalties.
The report emphasizes the need for political candidates and campaigns to develop new, nonpartisan strategies to engage with NPA voters. Traditional approaches, such as mobilizing party bases, are becoming less effective with these independent-minded voters. Messaging that addresses local issues and provides practical, issue-based solutions is key to winning over this growing segment of the population.
“The changing face of Florida’s electorate is a reflection of broader national trends,” added Cyphers. “Voters, especially younger ones, are increasingly rejecting political extremes and demanding more accountability, transparency, and action on the issues that matter most to them.”
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About the Report
The Changing Face of Florida: The Rise of NPA Voters is a detailed analysis of Florida’s growing No Party Affiliation voter base. The report examines the historical context, demographic trends, and electoral influence of NPA voters, as well as their motivations and the challenges they present for future political campaigns and professional communicators.
For more information or to download the full report, visit https://sachsmedia.com/npa-florida/.
About Sachs Media
Sachs Media is an award-winning strategic communications agency based in Florida, specializing in public relations, public affairs, and research. With decades of experience, Sachs Media helps clients navigate complex political landscapes with data-driven strategies and expert communication solutions.
