Morocco’s Benkirane expands reach from conservatives to Gen Z

Morocco’s political landscape is witnessing a bold shift as Abdelilah Benkirane, leader of the Justice and Development Party (PJD), intensifies efforts to broaden his party’s appeal beyond traditional conservative bases. His latest outreach targets the younger generation, particularly Gen Z voters, in a calculated bid to reshape the party’s image and secure long-term influence.

From mosque networks to digital campaigns

Benkirane’s strategy reflects a dynamic evolution in political engagement. Once deeply rooted in mosque-based networks, the PJD is now embracing modern outreach methods. Social media campaigns, youth-focused initiatives, and targeted messaging aim to connect with a demographic that values authenticity and digital connectivity.

Balancing tradition and modernity

While the PJD maintains its core conservative values, Benkirane is recalibrating the party’s approach to resonate with younger audiences. This includes adapting rhetoric to address contemporary concerns such as economic opportunities, education reforms, and digital rights—issues that resonate strongly with Gen Z.

Challenges and opportunities

The transformation isn’t without hurdles. The party faces skepticism from some quarters, where critics argue that its shift toward modernity may dilute its founding principles. However, supporters see this as a necessary adaptation to remain relevant in a rapidly changing society.

Benkirane’s leadership is also navigating internal debates, with party members divided over the pace and extent of this strategic pivot. Yet, the urgency to expand beyond traditional voter pools has never been more pressing.

What’s next for the PJD?

As Morocco’s political dynamics continue to evolve, the PJD’s ability to strike a balance between tradition and progress will determine its future trajectory. With elections on the horizon, Benkirane’s outreach efforts could redefine the party’s role in shaping the nation’s governance.

For now, the PJD remains a key player in Morocco’s political arena, but its success hinges on its ability to convince both older and younger generations that it can deliver on its promises.