Associate Professor Christopher Pich is a world leading expert in political marketing at Nottingham University Business School. He is also the managing editor for Europe for the Journal of Political Marketing. With the electoral franchise due to be extended to 16- year-olds, his presentation will cover the latest research and views from the perspectives of 16-year-old male teenagers.

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His UK-wide study, Young People’s Futures and Democratic Life: Votes at 16, provides in-depth insight into young people's understanding of, and attitudes towards, democratic engagement and the UK Government's Representation of the People Bill, which proposes lowering the voting age to 16. The study identifies perceived barriers to future democratic participation and explores how best to equip and empower young people, including young men aged 14-16, to make informed decisions as they prepare to vote for the first time. This interdisciplinary mixed-methods study was conducted by a team of twelve academics from universities across the UK and a researcher from the United States. A total of 120 schools and colleges from Wales, Scotland, Northern Ireland, and every region of England participated as project partners. The research used questionnaires and deliberative discussions as its primary data collection methods, with the discussions enhanced through a range of projective techniques and interactive activities. Data collection took place between September 2025 and May 2026 and involved more than 700 young people aged 14-16. The project was supported by The Electoral Commission. Evidence from the study has also been cited in the UK Parliament's Modernising Elections Inquiry, which supports the Representation of the People Bill.

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