GenZ &sm
i v i t c A
“Activism is … to really look at yourself and ask what is it that I can do, my responsibility, having those hard conversations” "It was such a deep transformation for me to understand myself" "ACTIVISM GREW ON ME"
GENZ ACTIVISM IS A JOURNEY
That is nonlinear & never complete
76%
OF GEN Z SAID THAT THEY IDENTIFY AS ACTIVIST SOURCE: VICE, ACTIVISM AS A LIFESTYLE, 2021
Self-exPRESSION Self-exploration
Encouraging Activism
CAMPAIGN
SPECTRUM OF ACTIVISM NOT one-size-fits-all identity
journey of self-discovery NOT a final destination
Real Life VS Online Self-Perception Gen Z Male, 18, USA
GENZ IN CHARGE NOT boomers
JOURNEY OF BECOMING ACTIVIST
ENGAGE COPE LEARN
CONVERSE
ACT
ENGAGE COPE LEARN
ACT
CONVERSE
RESOURCES
conversations
Community
that help build identity
that help build political language and identities
of like-minded who affirm identity
01
03
Crowd-sourced library of stories & memoirs of activism
Quiz as a gamified tool to discover identities and relevant content
02
04
Generating curiosities around activism through pop-culture
conversations
Widget to build new day-to-day routines of introspection
RESOURCES
05 VICE voices as a co-creation platform with partner brands
Community
MUSEUM OF DUCKS #IGiveADuck # CONVERSATION
RESOURCES
COMMUNITY
safe space
celebrating a spectrum of activism
"I started collecting old photographs in case we forget how the world looked before we f*cked it up"
Crowd-sourced library of stories & memoirs
#IGiveADuck
"I started collecting old photographs in case we forget how the world looked before we f*cked it up"
"I started collecting old "I always thought it was photographs in case we normal to feel inadequate, forget how the world looked taking part in the BLM protests before we f*cked it up" really opened my eyes"
VICE becomes a pioneer in validating the spectrum of GenZ activism
RELEVANCY
User Generated Content for bigger reach and engagement
The Museum codifies that new role of social impact media played by VICE is here to stay
ARTIVISM g n i t a e r C s e i t i s o i r u C
CONVERSATION
RESOURCES
COMMUNITY
e v i t c u d se Pop is the Most
Force the World Has Known.
Discover
Trending
Search
ARTIVISM 'ALL THE GOOD GIRLS GO TO HELL' - BILLIE EILISH In the music video about global warming, Billie assumes the mantle of a fallen angel who descends into an oil-filled pit as the landscape ignites around her. The song makes explicit reference both to her home state of California burning and to rising sea levels.
Making Activism Irresistible Demystifying messages behind pop-culture pieces encouraging conversations around activism
ARTIVISM D is c o v
er
T r e n d in
g
Search
LS OOD GIR G E H T L AL ELL GO TO H h Billie Eilis
VICE provides a platform for under-represented artists with a cause
LANES PAPER P M.I.A.
IC SCENE S U M E H T d Blockhea
EARTH Lil Dicky
Building culturally relevant narratives that attract new or hesitant users
How do you QUACK? Personality Quiz CONVERSATION
RESOURCES
COMMUNITY
Identifying areas of engagement & easy ways you can give a duck
ENGAGE LEARN
COPE CONVERSE
ACT
MEDIUM
high
VERY LOW
VERY HIGH
Emotional AFFORDANCE introverted
RACE
EXTROVERTED
SEXUALITY
ACTIVIST AVATAR
COMMUNICATION STYLES
LIVED EXPERIENCES
LEADER
GENDER
MEDIATOR
career
pop
INTERESTS AS POINT OF ENTRY
FASHION
POLITICS
sustainability
QUIZ EXPERIENCE
You are a... As someone who likes things quick and easy, you can begin your activism journey simply by being more informed. A drop in the ocean, makes an ocean. Reflect on your daily life choices and learn ways in which you can contribute in your own little way! Since you love understanding the world through pop-culture, here's a few examples of activism in everyday life. We have shared a few suggestions for you below!
#POPJUSTICE
Learn
Legal toolkit for LGBTQI+
COPE
Progressive Panda
r/changemyview
CONVERSE
conversations that build social language and identity
social media + guerilla-style outreach Spray painted posters across New York city. Social media outreach globally.
HOW DO YOU Q UACK ?
DAILY DIVE
n o i t c e l f e R f l e S
CONVERSATION
RESOURCES
COMMUNITY
Normalizing the process of continuous learning and unlearning
When it comes to identity, repetition is key
IN-APP INTEGRATION & WIDGET
2
What makes you feel powerful?
"There is always light. Only if you are brave enough to see it. There is always light. Only if we are brave enough to be it."
What are you doing about the things that matter most in your life?
BTS and its Army donated more than $2 million to the Black Lives Matter Foundation
- Amanda Gorman
DAILY PROMPTS RADICAL TRANSPARENCY
K
GIVE A
A
E A DUC V
CK ·G I DU
·GIVE
Self-Reflection
Agency
“Typing out intentions otherwise lost in the background of daily life sparked a desire to do something beyond fleeting thoughts, making them feel more ‘real’ ‘real’” POST
SAVE
K
GIVE A
A
E A DUC V
·GIVE
Number of Articles Read in 2022
SHARABLE INSIGHTS
SHARE
CK ·G I DU
28
YOUR TOP TOPICS FOR 2022
Anxiety & Mental Health Climate Change LGBTQ Rights 2
93,85,085 COLLECTIVE REFLECTIONS MAJOR BREAKTHROUGHS
"Doing things for myself and only myself -
Self-reflection to deepen self awareness, & agency for activist identity formation
New entryway to increase daily engagement on the VICE app
Rich insights into Gen Z's fears, motivations and lifestyles
CONVERSATION
Voices RESOURCES
COMMUNITY
A safe community to talk about issues and their impact
Voices
Who cares about what I think?
Market research platform
Co-creation PLATFORM
Market research platform
users
Co-creation -
brands
PLATFORM
Voices
Brands test new offerings
Voices
Voices
Brands test new offerings
Co-creation through polling & discussion
Vice is a pioneer in facilitating co-creation of cultural trends
New revenue models through brand partnerships
Community engagement for GenZ
How do you QUACK?
MUSEUM OF DUCKS
VICE VOICES
ARTIVISM
DAILY DIVE
How do you QUACK? PERSONALITY QUIZ
MUSEUM OF DUCKS
ARTIVISM
SOCIAL MEDIA CAMPAIGN
VICE NEWS
VICE VOICES
DAILY DIVE
COMMUNITY
VICE APP WIDGET
WHAT DOES THIS MEAN FOR VICE?
COMMUNITY ARCHITECT Crowd-sourcing engagement Platform for dialog between brands and users
CULTURE PIONEER Culture of Care Active youth citizenship
USER EMPOWERED Commitment to social issues Transparent data collection
INSIGHT curator New avenues of valuable user data Brand partnerships
COMMUNITY ARCHITECT
VALUE
Crowd-sourcing engagement Platform for dialog between brands and users
Commitment to social issues Transparent data collection
RELEVANCY CULTURE PIONEER Culture of Care Active youth citizenship
USER EMPOWERED
TRUST BUSINESS
INSIGHT curator New avenues of valuable user data Brand partnerships
all ducks are good ducks!
all ducks are good ducks!