How Abdelilah Benkirane is reshaping Morocco’s political landscape across generations

Morocco’s political arena is witnessing a remarkable shift as Abdelilah Benkirane, former prime minister and long-standing leader of the Justice and Development Party (PJD), intensifies efforts to expand his influence beyond traditional conservative circles. His latest campaign targets younger demographics, particularly Generation Z, aiming to bridge generational divides in the kingdom’s evolving socio-political landscape.

The PJD’s enduring legacy under Benkirane

The PJD’s journey under Benkirane’s leadership has been defined by a blend of Islamic values and pragmatic governance. Since assuming the helm in 2008, he steered the party through multiple electoral cycles, consolidating its presence as a major political force in Morocco. Critics often highlight the PJD’s conservative roots, but Benkirane has consistently positioned the party as a modernizer within Islamic frameworks, balancing reformist rhetoric with institutional pragmatism.

Under his guidance, the PJD navigated complex coalitions, survived leadership challenges, and maintained a strong electoral base. However, the party’s recent setbacks in national elections have prompted a strategic recalibration. Observers note that Benkirane’s current outreach reflects a deliberate pivot toward younger voters who are increasingly disengaged from traditional political structures.

Targeting the digital-native generation

Benkirane’s campaign to engage young Moroccans leverages digital platforms where Gen Z spends much of its time. Short video messages, interactive social media engagements, and youth-focused policy discussions have become central to the PJD’s communication strategy. The party’s messaging emphasizes economic opportunities, education reforms, and social justice—issues that resonate strongly with younger citizens facing unemployment and limited prospects.

By adopting a more accessible and modern tone, the PJD seeks to shed its image as an exclusively conservative movement. Benkirane’s team has also launched grassroots initiatives in universities and high schools, fostering direct engagement with students. These efforts aim to reverse declining youth participation in formal politics while repositioning the PJD as a dynamic force capable of addressing contemporary challenges.

Challenges and political headwinds

Despite these strategic moves, Benkirane’s ambitions face significant hurdles. The PJD’s historical ties to Mohammed VI and its association with past governance have drawn criticism from opposition groups. Some analysts argue that the party’s aging leadership structure undermines its appeal to younger voters, regardless of its outreach efforts. Additionally, Morocco’s shifting political dynamics, including the rise of new parties and civil society movements, have intensified competition for youth engagement.

The monarchy’s enduring influence in Moroccan politics also looms large. While Benkirane has cultivated a reputation for political acumen, the palace’s role in shaping governance priorities remains a critical factor. The PJD’s ability to carve out an independent path while maintaining relevance will depend on its capacity to adapt to these evolving power structures.

Looking ahead: a new chapter for Morocco’s Islamists?

Abdelilah Benkirane’s multi-generational strategy represents more than just an electoral tactic—it signals a potential transformation for Morocco’s Islamist movement. By embracing digital engagement and youth-centric policies, the PJD is attempting to redefine its identity in a rapidly changing society. Whether this approach will yield dividends in the next electoral cycle remains uncertain, but one thing is clear: Morocco’s political future is being written not just by institutions, but by the voices of its youngest citizens.

The coming months will reveal whether Benkirane’s gamble pays off. If successful, it could set a precedent for political movements across the region, demonstrating how traditional parties can reinvent themselves in an era dominated by digital natives and shifting societal expectations.