We understand young people better than anyone.
We know what young people care about, where they spend their time, what they respond to, and how they want to be engaged.
Our secret weapon?
Our expertise is grounded in implicit & explicit data from DoSomething.org’s 5 million members in 131 countries taking action on more than 270 social cause campaigns.
We leverage our proprietary behavioral database of young people to provide insights brands and organizations can’t get access to elsewhere.
We’re often asked by brands and organizations for the secret to engaging young people. The answer is always the same:
Get to know them.
The misperceptions & myths around young people are vast and wide. And if organizations buy into the false narrative of young people, they won’t only create ineffective campaigns; they’ll miss an opportunity to inspire and empower the leaders of tomorrow.
We can’t stereotype. We can’t generalize. The challenges are too great and young people’s talents are too diverse. We have to look more deeply at the data and use it to form a more intimate understanding of the various segments within this young generation.
That’s why we love to share our learnings and insights from our deep and data-driven knowledge of young people.
Here’s the latest:
REPORT: DOLLARS & CHANGE: YOUNG PEOPLE TAP BRANDS AS AGENTS OF SOCIAL CHANGE
Young people are having a moment. Parkland survivors are demanding a national conversation on gun violence and are refusing to back down. The International Indigenous Youth Council, which grew out of the Dakota Pipeline protests, works to inspire, organize, and empower young leaders. Black Lives Matter youth groups have spent the last six years fighting for justice for young people of color.
So much for the cliché of the lazy, self-centered kids worried about their avocado toast and hardwired to their smartphones. (A myth we blew out of the water in our 2016 report).
So, who are they and what’s their plan for changing the world? That’s what we set out to find in our 2018 Survey of Young People and Social Change. Young people — we’re talking 13–25 year olds — are the most racially and culturally diverse generation in American history. They refuse to be bound by the traditional ideological boxes.
The Myth That Refuses to Die & The Truth About the “Lazy Youth”
A new report from the University of Maryland says that the number of college students volunteering has hit an all-time low.
That’s kind of like saying a Frosty is a drink because it comes in a cup. I guess it’s true as far as it goes, but my dipped french fry is telling me there’s more to the story.
DoSomething.org and its consulting arm, DoSomething Strategic, conducted its own study in 2016 and 2018 and found that America’s young people are, in fact, highly engaged in their communities and the world at large. They view their generation as central to fixing the problems they inherited and volunteer at high rates to improve their communities.
The 2016 data showed that 62% of young people (ages 13–25) volunteered at least once in the past 12 months. We repeated the survey in March 2018 and the percentage of young people volunteering rose to 67%; for just college-aged young people (18–25) it’s 65%!
How Gen Z Are Leading Brands to Listen And Act
On March 24, more than one million people took to the streets for the March for Our Lives, telling the government that “Enough is enough.” That it’s time to prioritize student lives — all lives — over gun regulations and open a meaningful dialogue about gun violence. Was Congress watching? And more important, did they listen? The midterm elections should give us some indication. However, while the streets were peppered with organizations looking to register young people to vote, research shows that only 28% of Gen Z believes the government even cares about them, much less actually listens to them.
Corporate America is a different story. Young people see that they’re watching; they’re listening; and a few of the smart ones are acting. And this is driven largely by young people who are making it clear that they expect brands — unlike politicians — to take a stand and will call them out when they don’t. It is Gen Z who is making sure everyone knows who is still partnering with the NRA and who’s not. Consumer power, rather than political, has become the driving force behind Gen Z’s movements.
But just writing a big check isn’t enough. Young people want brands to commit to something, and invite them to be a part of it.