Kamala Launches ‘Headquarters’ Rebrand To Woo Youth After 2024 Drubbing

Former Vice President Kamala Harris mounted a digital comeback on Wednesday, rebranding her social media presence into a youth mobilization organization named “Headquarters.” In partnership with People for the American Way, the project aims to recruit “next-generation” voters ahead of the 2026 midterms.

pic.twitter.com/SuJgYZ64XV

— HQ (@headquarters_67) February 4, 2026

Welcome to Headquarters, the new Gen-Z led progressive content hub. pic.twitter.com/7EQyz3DFpd

— HQ (@headquarters_67) February 5, 2026

Harris’s new initiative faces the steep challenge of repairing her standing with a demographic that largely abandoned the Harris-Tim Walz ticket in 2024. Statistics from Tufts University’s CIRCLE highlight a stark decline in youth engagement:

• Turnout Drop: Youth voter turnout (ages 18-29) fell from over 50% in 2020 to an estimated 42% in 2024.
• Vanishing Margins: While Joe Biden won the youth vote by roughly 25 points in 2020, Harris’s margin shriveled to just 4 points in 2024.
• Economic Discontent: This 20-point swing is largely attributed to the “original sin” of the American Rescue Plan and subsequent inflation. Under the Biden-Harris administration, youth-critical costs soared, including:

• • Rent: +22%
  • Groceries: +21.6%
  • Gasoline: +50.5%
  • Average Weekly Earnings: Down -3.9%

As vice president, Harris was the tie‑breaking vote for the $1.9 trillion American Rescue Plan in 2021, which critics on the Left and Right argue helped unleash the worst inflation in four decades. Economists such as Larry Summers, Olivier Blanchard, and Steven Rattner had warned at the time that the stimulus was oversized and risked serious inflation. Later analyses argued they were proved right. Harris compounded this vulnerability by embracing ideas such as the Green New Deal, aggressive climate regulation, and even price controls — policies critics say would worsen shortages, growth, and inflation rather than fix them.

Despite the 2024 “electoral landslide” loss to Donald Trump, Harris has signaled she is “not going anywhere.” While she is widely rumored to be eyeing the California governorship in 2026 — a race already crowded with Democrats like Xavier Becerra, Katie Porter, Eric Swalwell, Tom Steyer, and Antonio Villaraigosa — her immediate focus is reclaiming the “Gen Z” and Millennial audience through “Headquarters.”

The rebrand utilizes the same social media infrastructure that garnered 5 million TikTok followers, attempting to pivot from a failed 2024 presidential campaign to a broader “pro-democracy” movement. Critics, however, argue that her policy history — including support for the Green New Deal and corporate tax hikes — may continue to alienate young voters who are increasingly sensitive to the “fear” of economic instability. Her “Headquarters” relaunch is thus an attempt to turn the same online generation hurt by her policies into the engine of her political future.

As Harris assumes the role of chair emerita for this new venture, the 2026 midterms will serve as the ultimate litmus test: can a digital rebrand overcome the “Told You So” reality of 2024’s economic record?