For the first time in nearly four decades—before 18- to 20-year-olds could even vote—young adults appear truly engaged in the election process (see chart below).(1) According to the Center for Information & Research on Civic Learning and Engagement, more than 3 million voters under the age of 30 participated in Super Tuesday primaries/caucuses this year, and some states (Georgia, Missouri, Oklahoma and Tennessee) experienced young adult turnout at a rate at least triple that of 2004.(2) While interest in the issues may drive involvement for many Echo Boomers, a heightened sense of their importance in the process and their ability to “make or break” a candidate fuel the rekindled political passions of today's younger voters. As we head into the home stretch of the current presidential primary season with tomorrow's pivotal Pennsylvania primary, this week's MONITOR Minute examines the political interests of Echoes with implications for marketers who seek to tap into their passions.