Just as brands have long pursued millennials, political campaigners and social-issues advertisers have this generation in their sights. But how are political parties and charities getting through to this notoriously hard-to-reach demographic?
A generation of Chinese women have grown up without sisters to confide in, share their experiences with, or tell them what’s cool. They might be using social media as a stand-in; social commerce and photo-sharing site Itugo now has 15 million users. But what makes it so popular?
Greenhouse: Millennials coding for a transparent government
case study·
1 Aug 2014
Less than 20% of Americans trust the government. Gen Y is demanding that authorities are transparent and accountable. Greenhouse, a plugin created by a 16-year-old, aims “to shine light on a social and industrial disease of today: the undue influence of money in our Congress.”
Young Brits are politically minded. 70% think social media should be used for social change, and a quarter are highly knowledgable about politics. Yet only 12% would definitely vote in a general election. Why are they so disillusioned? And is engaging via social media the answer?
In a connected world, people are watching more closely what they say and who they align with. As issues of representation and diversity come to the fore, how is the new political correctness changing the way organisations communicate?