Youth Activism Stage One Report NTU FMB

Generation

Disruptive

How Generation Z are taking a stand and making a change

1.1. Ethics Declaration................................................4-5 1.2. Introduction to Report.........................................6-7 1.3. Rationale..............................................................8-9 1.4. Research Aim and Objectives...............................10-11

2. LITERATURE REVIEW 2.1. Introduction to Literature Review.......................14 2.2. The Concept of Activism......................................14-17 2.2.1. What is Activism?.......................................15 2.2.2. Where is Activism Now?.............................15 2.2.3. Why Do People Protest?.............................16 2.2.4. Youthquake.................................................15 2.3. Access Granted....................................................18-19 2.3.1. Education...................................................18 2.3.2. Digital Connectivity....................................18 2.4. The Adult Role......................................................20-21 2.5. Mental Health......................................................22-23 2.6. The Industry.........................................................24-25 2.6.1. Brand Activism...........................................25 2.6.2. Consumer Activism.....................................25 2.7. The Gap Analysis..................................................26-27

3. METHODOLOGY 3.1. Introduction to Methodology.............................29 3.2. Sample ...............................................................29 3.3. Secondary Research............................................29 3.4. Primary Research ...............................................29-37 3.4.1. Online Questionnaires...............................30-31 3.4.2. Face-To-Face Interviews ............................32-33 3.4.3. Industry Interviews ....................................34-45 3.4.4. Observation...............................................36-37

4. CHAPTER one: Attitudes and beliefs 2

4.1. Introduction to Chapter One................................40 4.2. Why Are They Taking a Stand?...............................40 4.2.1. Number of Gen Z Taking Part.......................40

C O N T E N T S

1. INTRODUCTION

4.2.2. “Someone has to sort out the world, and it isn’t going to be the adults”............................................41 4.3. Is There an Attitude-Behaviour Gap?..........................................42 4.4. Mental Health and Pressure.......................................................44-47 4.4.1. Pressure...........................................................................44 4.4.2. Mental Health Impact......................................................46 4.5. Untrusting..................................................................................48 4.6. Insights From Chapter One........................................................49

5. CHAPTER TWO: divide of the generations 5.1. Introduction to Chapter Two.......................................................51 5.2. Thinking Like Gen Z....................................................................51 5.3. Generational Differences............................................................52-53 5.4. Insights From Chapter Two..........................................................54

6. CHAPTER THREE: iNDUSTRY IMPACTS 6.1. Introduction to Chapter Three....................................................56 6.2. What Do Consumers Want?........................................................56 6.3. Brands Becoming Activists..........................................................58-61 6.3.1. ohne Case Study...........................................................58 6.3.2. Patagonia Case Study....................................................60-61 6.4. Insights From Chapter Three........................................................62-63

7. CONCLUSION 7.1. Conclusion..................................................................................65 7.2. The Future of Activism.................................................................66-69 7.2.1. Future Scenario Planning.............................................. 66-67 7.2.2. What Does The Future of Youth Activism Look Like?......68 7.2.3 Reccomendations...........................................................68

8. references 8.1. Appendix....................................................................................70-144 8.2. References..................................................................................145-148 8.3. Bibliography...............................................................................149-155 8.4. Image References.......................................................................156-159

ethics ethics ethics ethics ethics ethics ethics ethics ethics 4

1.1. ETHICS CLAUSE I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

Signed (student)………………………………………………………………...

Print Name………………………………………………………………………

Date……………………………………………………………………………...

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1.2. INTRODUCTION W

The following report aims to explore the research statement “How Generation Z are Taking a Stand and Making a Change”. Inspired by the initial ‘Future Thinking Report’ and the conclusions made, this Stage One Report will first explore the key themes of youth activism and existing literature within the topic area through a comprehensive literature review. Primary research will then assist in exploring the research gaps identified when reviewing the current research; the results will then be examined, and reflections will be drawn in order to devise insights into the topic. This will create a springboard into opportunities and recommendations for the Stage Two report.

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“Around the world, young people are mobilising with direct and disruptive demands for action” (Maynard, 2019) As global anxieties overflow, “a countermovement of resilience is breaking through” (Bishop, et al., 2019) and we are now living in an age of protest. This new age has seen a rise in the younger generations, in particular Generation Z, deciding to stand up.

Despite their age, this young generation are becoming the faces of movements and demanding change. Arguments have arisen as youths such as Greta Thunberg have grown in power, many saying that young people are not ready for this pressure and that they are naïve in thinking they can incite global change. Is this the case or are Generation Z the rightful voice of tomorrow?

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RATIONALE RATIONALE RATIONALE RATIONALE RATIONALE RATIONALE RATIONALE RATIONALE RATIONALE 9

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1.4. AIM & To investigate the beliefs and attitudes for Generation Z, the way they are becoming activisms and how youth activism is impacting the other generations, society and industry.

1. To investigate the personal opinions and attitudes Generation Z have towards activism and the world around them.

2. To examine the opinions and attitudes of the other generations impacted by youth activism and look at their role as part of youth activism.

3. To assess the way youth activism may be impacting younger generations mental health.

4. To discover why Generation Z are now standing up and becoming activists.

5. To discuss the way youth activism is impacting fashion and lifestyle industries, as well as wider society.

OBJECTIVES

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“Around the world, young people are mobilising with direct and disruptive demands for action�

(Maynard, 2019)

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LITERATURE REVIEW

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2.1. INTRODUCTION In order to support the research aim and objective it is imperative to create a comprehensive literature review that enables better understanding of the topic area. The literature review serves to “draw on the existing knowledge available” (Denscombe, 2014, p. 170) and provide crucial insights into key concepts and scientific research attained from experts in their fields. By utilising the information from past and contemporary literature, a widespread understanding of youth activism can be created, while highlighting any current gaps in the current research that may become an opportunity for further investigation.

2.2. THE CONCEPT OF ACTIVISM 2.2.1. What is Activism?

Activism is a term that has a short history. Introduced in the mid-70s after a series of social movements, it refers to “the ability to act and make or change history” (Cammaerts, 2007). Theorists imply that resistance, advocacy and protest are the key components of activism (Goodwin & Jasper, 2014; Tarrow, 1998; Kling & Posner, 1990). Over the last 20/30 years the concept of activism has continually changed to include the addition of digital connectivity and multi-media platforms (Rentschler, 2003). This digital change has led to ease of communication across the world and allows activism to reach a global scale.

2.2.2. Where is Activism Now?

Activism and political engagement are always changing. There has been a shift from classic representative politics and activism where people engaged through voting, to new emergent styles of politics (Tormey, 2015). This new style of politics was initially theorised by Inglehart (1971) in his postmaterialist thesis. According to his theory: “Postmaterialists tend towards lifestyle politics, and are much more likely than classic materialists, to engage in non-electoral forms of politics such as signing a petition, joining a boycott and participating in a demonstration” (Sloam & Henn, 2017, p. 29).

Since Inglehart’s thesis in 1971, his initial hypothesis has come to fruition in the last decade as society adapted, and political party systems have struggled to adapt alongside (Sloam & Henn, 2017; Tormey, 2015). New technologies have enabled wider engagement in non-institutionalised activities and allows for a more playful style of activism through participating in boycotts, petitions and demonstrations (Norris, 2002; Norris, 2004; Jenkins, et al., 2016; Sloam & Henn, 2017; Tormey, 2015; Harris, et al., 2010). This new form of participation is particularly important to younger cohorts. Younger people have turned away from political parties and elections but have shifted to an ‘engaged citizenship’ model by protesting, volunteering, and implanting politics into their daily lives (Earl, et al., 2017). This is supported by Sloam and Henn who state that: “These newer forms of politics tend to attract youth because they are grass-roots organisations which are more open to influence by individuals, and which have agendas which seem to young people to be much more relevant and achievable” (Sloam & Henn, 2017, p. 119).

These arguments show how activism has shifted to the younger cohorts as they are more open to participatory engagement through non-institutionalised activities and are rewriting the rules by moving away from electoral politics into non-electoral forms of engagement.

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2.2.3. Why Do People Protest?

One area that has been discussed by many theorists, is the reasoning behind protest and why people do it.

According to Van Stekelenburg & Klandermans (2013), “there are a number of reasons people engage in protests, including grievances, collective identity, and emotions”.

Classical Collective Behaviour Theories (CBT) propose that participation in protests stems from an individuals need to express their grievances, frustration and injustice (Berkowitz, 1972; Gurr, 2015; Zomerman, et al., 2004).

CBT view social movements as deviant and irrational, with activism seen as the collapsing of social and political orders (Ting, 2017; Smelser, 1962). However, many have argued CBT, saying that instead of protest being irrational and built from emotion, that contribution in protest arises when people feel they have the means to do so, through efficacy, resources and opportunities (Klandermans, 1984; McAdam, 1982; McCarthy & Zald, 1977). Key theories that argue CBT are the Resource Mobilization Theory (RMT) and the Political Process Approach (PPA); these view protest as being rational and cognitive liberations (McAdam, 1982; McCarthy & Zald, 1977). These models became dominant models of explanation of participation in protest as they viewed movements to be credible political players with capacity to make a difference.

Another aspect to participation is demographics of people and according to McAdam (1988) young, unmarried, unemployed and childless people are more likely to participate in activism. Other scholars have named this as ‘biographical availability’ with these younger people having less additional social obligations (Caren, et al., 2011). The ‘biographical availability’ theory argues that the young having more time is the reason behind participation in activism, and not beliefs or emotions as the CBT hypothesises.

When looking at general reasoning for protest it is also important to look at why Generation Z, specifically, protest.

Many contemporary literature sources have stated Collective Political Efficacy (CPE) as a key reason, as working together means young people feel more confident that their voices will be heard (Velasquez & LaRose, 2015; Jenkins, et al., 2016; Ting, 2017; Flanagan, 2015). CPE refers to a group’s shared belief in its capabilities to perform a course of political action in order to meet a required goal (Bandura, 1997; Velasquez & LaRose, 2015). Velasquez and LaRose (2015) theorised that working as a group allows young people to feel empowered that they will collectively be able to bring about real social change.

2.2.4. Youthquake

In December 2017, the Oxford English Dictionary (OED) named ‘youthquake’ as its ‘word of the year’, in reference to the events at the UK General Election earlier that year (Sloam & Henn, 2017). The OED described the word youthquake as “a significant cultural, political, or social change arising from the actions or influence of young people” (Oxford English Dictionary, 2017). Youthquake describes the contemporary society’s view on youth activism and in recent years there has been a significant uprising of younger generations engaging in activism, in particular Generation Z. According to Nestor, this younger generation may not yet be able to vote but they are ‘coming for’ politicians in vast numbers (2019).

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Recently there has seen a growth in youth activism movements (YAM), from the climate movement fronted by 16-year-old Greta Thunberg, to the antigun movement in America led by the students of Marjory Stoneman Douglas High School. This rise in YAM presents how it is clear that “Generation Z is wasting no time letting the world know that they have arrived with agenda in hand” (Nestor, 2019).

Although rising in numbers, contemporary YAM are fighting against many obstructions such as historical barriers, fear-driven political cultures and repressive laws already set in place (Zhang & Lallana, 2013).

They are additionally facing the barrier of the opinions from other generations with many older generations assume that young people are passive in political environments and are disengaged with the process. Numerous scholars have given explanations to this decline in engagement that is leading to an “unhealthy low” (Earl, et al., 2017, p. 1). In his book, Bowling Alone, Robert Putnam connected the decrease of engagement to a broader fall in the membership of traditional associations, such as trade unions and churches, as well as the general decline in social capital and trust (Putnam, 2000). On the other hand, Hay (2007) theorises that the demand and supply of politics is the issue. He states that the lesser demand for politics is rooted in peoples changing values and outlooks, while the supply suggests that formal politics has failed to attract successive youth cohorts, as the policy concerns of

young people are given little priority by politicians (Hay, 2007). Similarly, many theorists cite the problem being that young people are not invited to the political process and as a result young people feel powerless in the political world, feeling adults do not see them as actual people who have the ability to make a difference (Sloam & Henn, 2017; Osler & Starkey, 2003; Jenkins, et al., 2016; Earl, et al., 2017; O’Donoghue & Strobel, 2007; Henn, et al., 2018). As suggested by the literature many young people are frustrated with the lack of involvement of their age demographic in political conversations, and this may be one reason as to why there is a rise in transformative styles of politics such as boycotts, petitions and demonstrations.

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2.3. ACCESS GRANTED 2.3.1. Education

Access to education and general socialisation has shaped the younger generation to be different from their older contemporaries (Abrego, 2011). Many theorists have suggested that access to education, in particular higher education, leads to an individual to be more civically and politically engaged (Verba, et al., 1995; Sloam & Henn, 2017; Amna & Ekman, 2014; Earl, et al., 2017; Munson, 2010). According to Earl and colleagues (2017), the reason for this engagement/education correlation is because educational facilities are a key environment for activism as they are ecologically beneficial for recruitment, mobilization and inspiration. Contemporary education systems are seen to encourage engagement with Generation Z. In support of the Fridays For Future school climate strike movement and Never Again movement, educational systems worldwide encouraged school strikes and attendance at rallies; presenting how the educational systems are not just good spaces to insight engagement externally but push the engagement among students internally.

2.3.2. Digital Connectivity

Most of Generation Z have never been without smartphones, the internet or social media and as a result they utilise the connectivity it brings in every aspect of their lives. Nowadays, young people are seen using digital networks to organize and mobilise participants for activism (van Stekelenburg & Klandermans, 2017; Bimber, et al., 2006; Earl, et al., 2017; Castells, 2015; Young, et al., 2019). The digital connectivity of this generation enabled an intense speeding up of political mobilization, allowing for only the content that resonates with the generation to be seen and then shared (Bimber, et al., 2006).

According to Velasquez & LaRose (2015) social media acts as a facilitator in not only Individual Political Participation (IPP), but also CPE, as it has created a culture whereby people feel empowered and as though they individually and collectively have a voice. Theorists state that social media is the preferred means of engagement in politics for the younger generations and is used to organise both collective and individual actions around the world (Velasquez & LaRose, 2015; Enjolras, et al., 2013). According to Leong and colleagues (2019) “social media assumes a role in activism by enabling the powerless to voice to be widely shared�, this is supported by many other theorists such as Young and colleagues (2019) and Castells (2007) who said that citizens turn to social media platforms as they provide the means for anyone to publicly post feasibly, aiding them to intervene in their communities and incite change.

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2.4. THE ADULT ROLE The role that adults play in youth activism has been explored in many contemporary literature works, with many theorists concluding that adults play crucial roles in youth activism and civic engagement. Numerous experts present adults as being role models to young people and that young people need to witness adults from their own communities at work, providing them with a model of activism and a vision of their own adult futures (Evans, 2018; O’Donoghue & Strobel, 2007). Similarly, Flanagan (2015) proposes that: “The relationships that young people have with adult authorities in their local communities are the bases for their beliefs about the responsiveness of the political system to people with a similar lifestyle to them” (Flanagan, 2015).

Conversely, some say that these intergenerational relationships lead to ageist habits whereby the adult voice is stronger and overshadows the opinions of the youth (Taft, 2014; BlanchetCohen & Rainbow, 2006). However, numerous theorists discount this and state that adults hold the capacity to create the spaces for youth activism, providing the means for young people to gain knowledge and to learn skills, that in turn empowers them as activists (O’Donoghue & Strobel, 2007; Weis & Fine, 2000; McLaughlin, 2000; Flanagan & Faison, 2001). This presents how the adult role in youth activism is crucial as they aid the younger generations by nurturing them to reach a stage where they have the ability to reach the end goals.

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2.5. MENTAL HEALTH One topic that is not widely discussed in literature, is the mental health issues that may arise as a result of activism.

Ballard and Ozer (2016) examined how youth activism is linked with the three key indicators of mental health; selfesteem, empowerment and self-confidence. However, due to the lack of research in this area their hypothesis on the specific impact is based on assumptions. They positively state that “activism aims to provide youth with a sense of purpose and a change to make meaningful community contributions, which can have implications for positive health behaviours” (Ballard & Ozer, 2016, p. 225). However, later in the article they make the conversing argument that as young people are dealing with the challenges that activism brings and the publicity surrounding activism culture, that they may feel overwhelmed or receive negative backlash from others. Some academics similarly conclude that as activism exposes young people to harsh social issues that it can become stressful with the burden, leading the individual to mental issues (Ballard & Ozer, 2016; Kahne & Westheimer, 2006). This is additionally supported by Burton, who states that the pressure of activism can be “suffocating” and it can increase the risk of depression and anxiety (Burton, 2019). The literature available presents both positive and negative impacts of activism on the mental health of individuals, with activism being cited as a coping mechanism for the stress that young people feel for the future (Ballard & Ozer, 2016; Carson, 2018), while additionally putting young people at risk of the exposure of more stress (Ballard, et al., 2015).

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2.6. THE INDUSTRY 2.6.1. Brand Activism

In a society where there is growing public distrust for social institutions, the political activity of companies is especially important (Manfredi-Sanchez, 2019). In recent years there has seen a shift from classic Corporate Social Responsibility (CSR) programs to the Brand Activism Framework (BAF) set out by Sarkar and Kotler (2018). They conclude that their BAF is a “natural evolution beyond the values-driven Corporate Social Responsibility (CSR)” (Sarkar & Kotler, 2018, p. 570).

They go on to say that the reason the shift from CSR to BAF occurred is because CSR is corporate-driven, which in a society that is seeing major disruption within the trust of people in these corporate institutions (Edelman, 2019), means that the evolution from one to the other was naturally occurring.

It is clear that a shift is occurring towards brand activism.

Numerous contemporary literature works state that this shift is being driven by the consumers need for brands that take a stand and not simply stating that they care, but placing actions behind their words (Sarkar & Kotler, 2018; Viken-Tuason & Hemansen, 2019; Heimans & Timms, 2014; Edelman, 2019; Bruhn & Zimmermann, 2017; Manfredi-Sanchez, 2019).

2.6.2. Consumer Activism

Consumer activism is activism that consumers take by participating in the market, such as through boycotts or ethical shopping (Bradford-Lightfoot, 2019). Consumers engage in these anti-brand activities as a result of perceiving the presence of injustices in the marketplaces (Romani, et al., 2015; Hollenbeck & Zinkhan, 2006). Earl and colleagues (2017) concluded that market- based advocacy is particularly popular among youth consumers as a way to express their political opinions. Similarly Business of Fashion’s ‘State of Fashion’ report state that young people “increasingly back their beliefs with their shopping habits, favouring brands that are aligned with their values and avoiding those that don’t” (Business of Fashion, 2019, p. 45). One form of consumer activism that is prominent in contemporary literature is the concept of boycotts. Boycotts are used by consumers as a nonviolent way to make a statement on what they will or will not tolerate, they are a key consumer activism tool as they impose immediate financial damage on the company in question (BradfordLightfoot, 2019; Pezzullo, 2011; Hawkins, 2010; Ellsworth, 2019; Sasson, 2016; Minocher, 2019). Consumer activism, specifically boycotts, are presented in the literature as having a substantial impact on various industries as it provides an opportunity for the powerless individual consumers to redress the imbalance they see in industry every day (Hawkins, 2010).

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THE GAP THE GAP THE GAP THE GAP THE GAP THE GAP THE GAP THE GAP THE GAP 26

2.7. The GAP Throughout the literature review, research gaps and opportunities for further observation have been identified, however, it is clear that there is a general lack of research with youth activism and Generation Z in particular in mind. The research already available on youth activism is heavy with information on classic political theories and frameworks created after the student movements in the 1960s and 70s, however, many of these are outdated and do not mention the personal opinions and attitudes of the young actors and why they embrace youth activism in a contemporary setting. This may be due to the generations age and it hence being difficult to collect research results from this demographic previously.

Nevertheless, this area needs to be researched further using both quantitative and qualitative research in order to understand the younger generations feelings, on both an individual and collective standpoint.

Additionally, little to no substantial research has been conducted on the impact of youth activism on the mental state of young people taking part in activism. Furthermore, the research conducted has not included the opinions of other generations on the rise of youth activism. This shows how overall there is a lack of qualitative data within the area, leading to a lack of substantial research on the attitudes and opinions of the different generations impacted by contemporary youth activism.

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METHOD OLOGY

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3.1. INTRODUCTION Both primary and secondary research methods where utilised within this project. This ensured that the study was comprehensive and satisfied the overarching research aims and objectives. A mixed method concurrent triangulation approach (Creswell, 2009) (Appendix 29) was used to gain both qualitative and quantitative research whereby the findings where well-rounded. The mix of both approaches allows the research to “capitalise on the best of both traditions while overcoming their shortcomings” (O’Leary, 2017, p. 172). However, some state that the mixed method approach poses risks that may limit research findings. As so many methods are being utilised, the process has potential become overambitions and unrealistic, needing time, money and resources that are not available (O’Leary, 2017). Using the mixed method approach and the inclusion of both primary and secondary research, allowed the study to utilise current research within the topic area, comparing and contrasting it to the research gained through primary means. This led to the formation of insights and recommendations through a comprehensive view of the information gathered.

3.2. sample The study uses female and male participants of all generations, in order to gain a comprehensive view of youth activism from all sides, however Generation Z is the key participant age as a key research objective is to gain insight into the attitudes and opinions of this generation. The age range for the key generations are highly disputed and alter depending on the source. For the purpose of this study Generation Z can be defined as anyone born from 1997 onwards, Millennials were born between 1981 and 1996, Generation X were born between 1965 to 1980, Baby Boomers were born 1946-1964 and the Silent Generation were born 1928-1945 (Dimcock, 2019).

3.3. secondary research Numerous secondary sources where utilised in the creation of the literature review, this allowed for greater understanding of the topic from the information available and aided the highlighting of areas for further research. The academic sources used included peer-reviewed journals, books, trend reports and online articles which together allowed for a wide view of studies, debates, and theories surrounding the subject. Reviewing secondary sources removes the risk of bias found in primary research and permitted access to larger-scale studies where the confines of time, cost and resources where not applicable. However, using secondary research means the control of the research is unknown and the conditions are not guaranteed to be in line with this research study. In order to counteract this issue, unsuitable sources where discounted by assessing the validity of the year, location and credibility of the author.

Less academic sources were additionally utilised to gain a macro-view of the topic.

Sources included documentaries, podcasts, brand websites, social media and online videos. Although allowing a wider view of the topic outside scholar conversations, these sources often include strong biases and the reliability of the sources of information may not be strong. However, again unsuitable secondary sources were discounted based on the validity of the source.

3.4. primary research • • • •

Online Questionnaires Face-to-Face Interviews Industry Interviews Observation

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3.4.1. Online Questionnaires Two online questionnaires were formed to gain quantitative insight into the attitudes of the different generations impacted by youth activism. Questionnaire 1 (Appendix 1 for full results) focused on Generation Z, looking into their opinions of youth activism, the pressure they feel to stand up and how they deal with it, their reaction to the fear led culture they live in and their hopes for the future. Similarly, Questionnaire 2 (Appendix 2 for full results) looked to gain data on the attitudes of older generations and how they feel towards the younger generations standing up. This questionnaire used a sample of respondents older than 23 years old, so gained data on all the generations over Generation Z. The generations where grouped in this way, rather than a questionnaire for each generational group, as the research aimed to gain an overlook into the opinions of the older generations who have a key role in the enabling of youth activism through their resources. This research sample was designed in conjunction with qualitative, indepth interviews which were completed with every generation, allowing both qualitative and quantitative data on the older generations.

Primary Research Advantages Method

Limitations

Online Questionnaire •

This research method was chosen as questionnaires are “efficient tools for surveying large samples of respondents in short periods of time” (Nardi, 2018).

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Although questionnaire are able to gain a large number of respondents, due to the time constraints of the project this number may not be fully representative of each generation.

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Through the questionnaire a larger number of participants are able to be gained.

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Questionnaires are suited in assessing, in a measured way, what respondents report to believe.

This research method does not gain data on the respondents behaviour, which is a good “indicator of what people feel or think about a subject” (Nardi, 2018), this is where other forms of primary research can support the gaps in attaining behavioural responses.

The online questionnaire’s meet objectives:

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3.4.2. FACE-to-FACE interviews In-depth face-to-face interviews were completed with every generation as a method to gain qualitative data. The interviews aimed to understand the personal, human level, reactions to youth activism from each generation, including the key generation of Generation Z (see appendix 3 to 23 for full transcripts) Eight face-to-face structured interviews were completed with Generation Z, enabling assessment of the key generation’s true beliefs on youth activism and the impact it is having on their lives, focussing on the impact on their mental health. In terms of the older generations, six structured face-to-face interviews per generational category were completed with Millennials, Generation X and four interviews were accomplished with Baby Boomer participants. This research enabled the insight into each generations opinion’s and gain qualitative data of each generation separately, unlike the questionnaire. One limitation of this research method was that the oldest generation in question, Silent Generation, data was unable to be collected in a face-to-face format. However, to combat this, email interviews were created with two Silent Generation.

Primary Research Advantages Method

Limitations

Face-To-Face Interviews

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Although questionnaire are able to gain a large number of respondents, due to the time constraints of the project this number may not be fully representative of each generation.

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This research method does not gain data on the respondents behaviour, which is a good “indicator of what people feel or think about a subject” (Nardi, 2018), this is where other forms of primary research can support the gaps in attaining behavioural responses.

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There is a potential lack of spontaneity, which potentially leads to “fake responses” as the respondents had time to read and asses the questions before answering (Burns, 2010).

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Email interviews where taking place with potentially vulnerable participants, as they were both over the age of 70. As a result, extra care was taken when communicating with these participants.

E-Mail Interviews

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Aids the attainment of qualitative data.

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The interviews gain personal, human level responses to questions.

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Pre-established questions can be used in order to make the interviews structured in format, which is the best format for inexperienced interviewers (O’Leary, 2017).

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Structured format allows for standardised data to be collected which is then easily compared and analysed next to quantitative data.

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Face-to-face format allows for synchronous communication through social cues such as voice, intonation and body language (Opdenakker, 2006)

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Allows the enlargement of research potential through digital interaction.

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As the face-to-face interviews where already structured in their format, using an email interview for two responses made little impact to the responses received.

The interviews meet objectives: 32

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3.4.3. INDUSTRY INTERVIEWS Online interviews were conducted with two industry experts as a method of assessing the impact that youth activism is having on various industries (see appendix 24 and 25 for full transcripts). Firstly, Louisa Davies, Social Community Manager at women’s intimate health brand ohne was interviewed. The structured format was designed to gain her perspective into the industry impact of youth activism and the way the brand she works for utilises brand activism within their message. Additionally, an Environmental Community Organizer at Patagonia (who wished to remain anonymous), was interviewed. Calling themselves the ‘activist brand’, outdoor apparel company Patagonia are, according to their brand message, “in business to save our home planet” (Patagonia, n.d.). A structured interview was conducted over LinkedIn whereby insight was gained on Patagonia’s role in activism and how the employee personally feels about working for a brand that is at the forefront of supporting activism. The industry interviews were conducted over email and LinkedIn due to the limited time frame and the busy schedules of both interviewees.

Primary Research Advantages Method

Limitations

Online Industry Interviews

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One limitation of this form of research is the reliance in potential participants agreeing to take part. When contacted, dozens of industry experts did not respond or declined to take part. This meant that only two interviews were conducted, which is potentially unrepresentative of the wider industry’s attitude.

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As there is a short time frame to the report, there was the potential that once contact was made the experts would not send the responses back in time.

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Utilising digital interaction methods to organise and communicate with the industry experts is convenient and fast.

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Using email to conduct the interviews works as an advantage as industry specialists have busy time schedules.

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Helps to gain insight into the impact of youth activism on industries and businesses.

The industry interview’s meet objective:

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3.4.4. observation As a way of observing the attitudes of Generation Z who are directly involved with activism culture, observational research was conducted as a Global Climate Youth Strike in Nottingham. Observational research, cited as one of the core research methods (Baker, 2006), was chosen to be a part of the research design due to it offering qualitative insight to the type of attendees and why they are engaging youth activism. Within this method the observer technique used was that of a ‘complete observer’, whereby the observer is passive and unobtrusive (Baker, 2006; Gold, 1958; Gorman & Clayton, 2005).

During the observation images were taken of the protestors and their signs, however the attendees stood in a circle so the view of their signs and insight into conversation was limited, the detailed limitations of the observation can be found in the observation report (Appendix 27).

Primary Research Advantages Method Observation

Limitations

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Offers qualitative insight • to the type of attendees to a youth strike and why they are engaging youth activism.

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The detachment as a result of being a ‘complete observer’ allows for the people being observed to remain unbiased as they continue with their actions as they normally would.

Being detached as a ‘complete observer’ had the potential to lead to a major limitation, as conversations being had by people cannot be fully understood or analysed (Baker, 2006, p. 174).

The observation meet objectives:

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discussion

discussion chapter 1 Introduction

Within the main discussion section of this report the aforementioned primary research will be discussed and analysed to form insights into youth activism and the impact it is having.

The research findings will be sectioned into clearly defined chapters, allowing for clarity within the recommendations/insights made, and assurance that all research objectives are met.

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chapter one:

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attitudes and beleifs

4.1. INTRODUCTION Within this chapter the attitudes and beliefs of Generation Z, will be discussed, as well as the impact youth activism is having on the mental health of young people. Chapter One will assess why Generation Z are taking stand and whether there is an attitude-behaviour gap present within youth activism participation.

4.2. Why are they taking a stand?

4.2.1. Number of Gen Z Taking Part

A key gap found in academic research was that little research had been done into why young people are embracing youth activism in a contemporary setting. Firstly, it is important to examine the number of young people with an interest in activism. Within Questionnaire 1 conducted with Generation Z participants (Appendix 1), it became apparent that this generation had a strong concern in activism and making a difference, with 59% of the 105 respondents stating they have an interest in the subject. Although this is a majority figure, there is a question of why it is not higher. Within the same question, 32.4% answered ‘maybe’ and just 9% responded ‘no’, insinuating that many young people are not against displaying an interest in activism, but are just disengaged with the concept; this is supported by the 15% of respondents who cited the reason they aren’t interested in activism is that as that as a young person they feel they will not be able to make a difference. This disengagement as a result of young people feeling powerless was continuously presented within the literature review by many theorists (Sloam & Henn, 2017; Osler & Starkey, 2003; Jenkins, et al., 2016; Earl, et al., 2017; O’Donoghue & Strobel, 2007; Henn, et al., 2018), showing how there is potential to grow the number of youth activists by presenting to them the difference they could make by engaging.

4.2.2. “Someone has to sort out the world, and it isn’t going to be the adults”

One reoccurring theme within the primary research findings was that this generation did not feel the current people in power where actively making positive changes. Many respondents of Questionnaire 1 commented that as the younger generation, the future belongs to them and that the older generations need to let go of the power they hold as they are not currently doing enough with it.

“Older generations are the ones with the most power but have no idea how the world will look in the future as it’s not their world, its ours so we have to take it from them and shape it the best we can.”

“Someone has to sort out the world, and it isn’t going to be the adults” “We need to be fighting our own corner” This concept of the struggle for power was additionally presented within the one-to-one interview with 20-year-old Conservation student, Evie (see appendix 5 for full transcript) where she commented that: “I think young people are realising that older people have been voting on their futures, and want to take power back” (Evie, 2019) This idea, offered by the primary research, that Generation Z do not trust the current leaders to make decisions for them and feel their voices should be listened to is key as it denotes that there is a need to ignite intergenerational conversations, allowing the young activists to speak to the people in power and discuss their wishes.

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41% are not intereseted in activism

47.6% have attended an activism event

59% are interested in activism and attending events

52.4% have never attended an activism event

4.3. Is there an attitudebehaviour gap?

One concept brought forward when creating the primary research method was that there was the potential for an obvious attitude-behaviour gap of young people who state they have an interest in activism but do not act on this interest. Interestingly within Questionnaire 1 there was not a significant gap between the two, with 59% stating they have an interest in activism and 47.6% of the same people stating that they have attended a march, rally or talk on an issue. With only an 11.4% difference between the figures it is clear that there is not a large attitude-behaviour gap as only 12 people who were interested did not meet the end goal of attendance.

Whether there is the attitude-behaviour gap or not, there is still the question of why young people are not attending events, with 52.4% of respondents having never gone to a march, rally or talk. When asked what made them not attend the events 22 out of the 55 people who didn’t attend stated the key reasoning was accessibility, whether that was geographical location, time or money. Additionally, this reasoning appeared in a one-to-one interview with Dom (see appendix 7 for full transcript), a 22-year-old student, when she stated that: “I feel out of the loop in engaging with activism… because I do not live in a big city, like London, there is not events that I can take part in.” (Dom, 2019).

This presents that youth activist movements need to ensure they are remaining accessible, whether that it visiting young people in schools or social groups, ensuring events are on dates that are more easily attended by young people such as weekends and school holidays, or ensuring there are events held across the country that young people are made aware of. The issue of accessibility can additionally be addressed by the older generations who hold power in schools, social groups and local communities; they have the potential to create more of their own events with a youth focus.

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4.4. Mental hEALTH AND PRESSURE 4.4.1. Pressure

Within Questionnaire 1, the respondents were asked if they felt pressure to be interested in societal issues; concerningly, 60% stated that they feel this pressure. This is supported by the fact that 32% of respondents came to the conclusion that reasoning such as “responsibility” and “duty” where the key factors in their interest in activism,with comments being made such as: “As the current youthful generation, we have a duty to improve our futures, fix what previous generations have got wrong and ensure that future generations won’t have to suffer from the decisions we are currently making.”

Interestingly, this idea of pressure to have an interest and be responsible was continued in the one-to-one interviews whereby interviewees commented: “I find there is more pressure to stand up and be vocal on issues… but there is an increased pressure of being judged for your opinions. I also worry about being outcasted for my thoughts and being called out for making the wrong decisions” (Dom, 2019).

“I feel pressure in the sense that I think I should be vocal and actively involved because I have the opportunities to. I think publicly standing up and being vocal is often hard, especially when surrounded by people with the opposite viewpoint” (Daisy, 2019).

“I don’t feel pressured by my peers to stand up, I usually put the pressure on myself. I especially feel pressured when I see people like Greta doing what they’re doing, that makes me feel like I could be doing more but at least someone is getting through! I sometimes feel pressured to not be so vocal, especially when talking to people such as family members who think it’s over-thetop or unimportant. As a woman it’s hard not to feel like you’re being over dramatic or too emotional/pushy” (Evie, 2019).

This is interesting, as there is the potential of added stress to their lives when taking on this responsibility and duty at a young age. This brings into question whether Generation Z is engaging with activism only from the external pressure from older generations, media and their peers, leaving them to feel they have to engage in activism as it is the ‘right thing to do’.

This pressure has been seen to not be limited to the individuals who are somewhat active in movements. Within the one-to-one interviews’ respondents commented on the pressure they see figureheads of youth activism movements under. This presents how young people are seeing the figureheads of youth movements getting backlash from

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older generations and the media, which could potentially lead them and others to not engage at risk of this negative pressure.

“I think it is great that Greta has brought such awareness to climate change, yet the amount of pressure she is under and the fact she is having to talk about it is very sad… I also find it worrying the amount of unnecessary scrutiny and disgusting backlash she has faced, especially as a young, girl with learning/social difficulties” (Dom, 2019).

“The people who oppose youth activism movements, they’ll often discredit or insult the “faces” of the movement to then discredit the movement on a whole.

Like when Trump said Greta Thunberg has ‘anger management problems’ not that long ago. Also the MSD students and how they became the face the youth voice in the gun control argument, and a lot of them were met with criticism and scrutiny to discredit their whole movement and argument which I really hate because they all went through such an awful event and felt the pain and grief of school shootings first hand, so to insult them when you’ve never felt their pain, and especially when adults are the perpetrators of the attacks against children is honestly disgusting” (Daisy, 2019).

These comments suggest that young people are seeing the negative comments and pressure put on figureheads who they look up to; they hence potentially feel that they could receive the same backlash if they stand up and become vocal. This is supported by a comment made in Questionnaire 1 where one respondent stated that the reason they do not attend activism events is because of “fear of judgement by older generations”.

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4.4.2. Mental Health Impacts

One area brought forward as a gap in secondary literature was the effect youth activism is having on the mental health of young people, in particular Generation Z. As a result, the primary research design included methods that would allow for the exploration of this topic. Within the one-to-one interviews with Generation Z, questions where aimed to gain insights into the mental impacts of youth activism. 18-year-olds, Daisy and Amelia, commented in their interviews that activism has a significant negative impact on their mental health when they stated: “I do think they have a negative effect on my mental health, especially when I see people trying to make a better future and they are cast aside completely. I think because it leads to a slippery slope – “nothing we do matters in causing social change” goes to “nothing I do matters in social change” goes to ”nothing I do matters” which can go on and on, catastrophising to the fullest extent” (Daisy, 2019).

“Yeah it’s sort of had a negative impact on my mental health making me more anxious about bigger issues, I think this is pretty common with my friends as well… activism has made me feel more anxious about the future and that sometimes even though you are active on an issues it doesn’t always help the cause” (Amelia, 2019).

Comments such as these indicate that activism does have a negative impact on Generation Z’s mental health. However, not all research results indicated that this generation felt this way. In her interview 21-year-old Lucy stated that: “These kind of issues do not go deep enough to affect my mental health. Being upset, annoyed or angry at certain issues day to day is a part of life and we all feel helpless at one point or another” (Lucy, 2019).

Although she felt there was not a negative impact on her mental state, she did not (along with all the other interview respondents) insinuate that there was any form of positive impact on her mental health. This opposes the idea presented in the literature review that “activism aims to provide youth with a sense of purpose and a change to make meaningful community contributions, which can have implications for positive health” (Ballard & Ozer, 2016, p. 225). Overall the primary research indicates that although the mental impact of youth activism is not firmly negative, they do not lead to a positive conclusion, with no interview respondents commenting any positive impacts on their mental state. This signposts that there is a need for greater awareness of the mental impacts of youth activism on Generation Z.

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4.5. untrusting One concept that became clear through both secondary and primary research is that among the younger generations there is a general feeling of distrust in society with “public trust in government, the financial sector and brands at an all-time low” (Mickiewicz & Szymanska, 2016). Throughout the primary research findings the concept of distrust was repeatedly commented on.

Within the one-to-one interviews many respondents commented on the subject: “Recently I’ve been feeling more disenfranchised with politics and activism, it doesn’t feel like its making any difference to stand up for what you believe in... Every time a shooting happens in the USA there’s big talk surrounding it for a week or so, and yet nothing changes” (Daisy, 2019).

“As someone who isn’t straight its worrying that my family supports people who don’t believe I have rights, or use slurs towards people like me…I mean even our current prime minister has been outwardly racist, Islamophobic and sexist… my trust in society is absolutely weakened, how can I be at ease in a society that has shown support for such outrageous beliefs” (Millie, 2019).

“I worry about the news we are reading and the credibility in sources especially with the rise of fake news and this has impacted my trust for institutes” (Dom, 2019).

These comments highlight how this generation have lost their trust in society. This distrust is leading to “a countermovement of resilience” (Bishop, et al., 2019) and is one of the factors leading to the rise in youth activism. Comments such as these present the rising issue of distrust among Generation Z and emphasise how urgent changes need to be made to regain this trust.

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chapter one insights Insight

Could Lead To

Generation Z do not feel that they are able to make a This means there is potential to grow the number of difference by engaging in activism and so as a result youth activists by presenting to them the difference remove themselves from the movements occurring. they could make by engaging.

There is a clear need to ignite intergenerational conversations, allowing the young actors to speak to the people in power and discuss their wishes.

This could lead to greater support for Generation Z, ensuring all generations feel listened to.

Although there was not a large attitude-behaviour gap, as only 12 people who were interested did not meet the end goal of attendance, youth activist movements need to ensure they are remaining accessible, through geographical location, cost and timing.

This could lead to a higher engagement in activism events as they have accessibility to resources and funding to get them to the events. This further pushes them to feel supported in their interests.

Some of Generation Z feel they have to engage in This could lead to Generation Z feeling the negative activism as it is the ‘right thing to do’, this comes as a impacts of this pressure to engage, and it could have result of the pressure they feel from external impacts. a big negative effect on their mental state and they are potentially being pushed to deal with difficult situations.

Young people are seeing the figureheads of youth movements getting backlash from older generations and the media. which could potentially lead them and others to not engage at risk of this negative pressure.

This could potentially lead them and others to not engaging in activism at risk of this negative pressure and backlash from others.

Generation Z are feeling the negative impact of activism on their mental health.

This signposts that there is a need for greater awareness of the mental impacts so support systems can be put in place to aid this issue.

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chapter two:

divide of the generations

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5.1. INTRODUCTION Within this chapter the generational divide will be discussed. The primary research completed with the other generations was key within this chapter as it confirmed the feelings of the older generations on youth activism.

5.2. Thinking Like Gen Z Primary research indicated that Generation Z felt they lacked support from older generations if they engage in activism. Within Questionnaire 1 completed with Generation Z, only 44.8% stated they feel supported in standing up. This points to the fact that this generation have additionally lost their trust in the rest of society to make choices for them. The lack of trust and support felt from the older generations similarly surfaced in the one-to-one interviews with comments such as these being made: “Some older generations like to believe that we are ignorant or naïve to the issues at hand because we are too young to fully understand them, and no one likes being fact checked by someone younger” (Lucy, 2019). “…Also, people like Piers Morgan who are very set in their beliefs and don’t like anyone, let alone a young girl, telling them what they think is wrong or dangerous, they like to publicly berate them for it, and publicly humiliate them which then encourages more people to do the same, and increases the person ‘fame” (Millie, 2019).

“I feel like young people are definitely getting supported lots by other young people, I’m not sure if that same support is coming as strongly from older generations though…they will barely listen” (Emily, 2020).

These quotes present how Generation Z feel a strong lack of support from the older generations; the rest of this chapter will assess whether this aligns with how the older generations actually feel. Comments such as this: “I feel like young people are definitely getting supported lots by other young people” (Emily, 2020), additionally highlight the concept proposed in the literature review of Collective Political Efficacy (CPE). Theorists conclude that CPE Is key to engagement in youth activism as young people working as part of a wider group of their young peers allows them to feel empowered that they will collectively be able to bring about real social change (Velasquez & LaRose, 2015; Jenkins, et al., 2016; Ting, 2017; Flanagan, 2015).

55.2% do not feel supported

44.8% feel supported

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5.3. gENERATIONAL DIFFERENCES Within the literature review is was clear that adults play a crucial role in the development of youth activists. Flanagan presented that “the relationships that young people have with adult authorities in their local communities are the bases for their beliefs about the responsiveness of the political system to people with a similar lifestyle to them” (Flanagan, 2015). Although the literature concludes that adults aid the younger generations by nurturing them to reach a stage where they have the ability to reach the end goals, Generation Z do not see this positive support in place.

Interestingly, primary research presents that although Generation Z do not trust the older generations to listen to their views and make the changes accordingly, the older generations want to provide this support and think that youth activism is a positive thing. Within Questionnaire 2, completed with 118 respondents over the age of 23 (Appendix 2), the majority of the older generations used incredibly positive language when communicating their feelings on youth activism: “I totally welcome it, that generation are so much more informed, have more freedom of speech and the connections and outlet to spread their message.”

“I think it’s wonderful that young people are finding their voice” “I LOVE it without the youth experimenting with their own generation’s ideas and ideals we won’t move forward.”

“I support what they are doing. It’s their future at stake and we should be supporting them.”

“Amazing. It’s their world, they are the ones who have to live with the result of the decisions previous generations have made and continue to make now. Of course, they should have a voice and an opinion. I love to see younger people really engage in an issue and pushing for change.

It gives me hope.”

Similarly, within the one-to-one interviews with Generation X, Baby Boomer and Millennial participants, repeatedly comments were made regarding the pride they feel in the younger generations and how they believe youth activism is a good thing: “I think it is positive that kids are engaged in something beyond their small lives. In some ways kids are not getting out and seeing the world – maybe out of fear – and in other ways they are being influenced by celebrities/social media and appearance. Activism takes them outside their own personal sphere and gives them a wider viewpoint and maybe helps them become more empathetic and caring about something bigger than themselves…. I would be so proud that my child feels so strongly about a cause that they are standing up and being heard” (Lucy 2, 2020).

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“I’m all for it. I think younger generations need to give a voice to the damages that have taken place around us and speak up against those who caused it, and often those same people who turn a blind eye or deny responsibility” (Natalie, 2019).

“I think it’s great. I think all generations should have a voice but I really support younger people having a voice as the changes we make now are the ones that in 10/30 years they will feel, not the older generations“ (Anna, 2019).

Quotes such as these clearly outline how there is a possible lack of intergenerational communication as Generation Z are not understanding how the majority of older generation within their communities actually feel, assuming they are unsupportive as a result of media backlash on YAM. However, during the interviews with the oldest generation in question, the Silent Generation, both interviewees made comments on the lack of communication of their opinions as an ‘older’ person: “Sadly I do feel that many young people do not look on the older generation’s views as relevant to them anymore. It is quite easy for an older person now to feel that younger generations look on us as ‘has beens’, who really no longer should be listened to and sometimes they don’t realise that we still have the same feelings as they do” (Marianne, 2020).

“It is quite easy for an older person now to feel that younger generations look on us as silly old farts who have been and now no longer merit attention as the future belongs to the young. It has probably always been so but the young need to appreciate that older people have seen it all before and have developed wisdom over the years through experience which can be worth listening to” (Valentine, 2019).

From the responses it can be said that, similarly to Generation Z, they do not feel listened to by the other generations and they want to have the chance to voice their opinions. This presents even further how communication is key to the success of activism and the growth/betterment of intergenerational relationships.

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chapter two insights

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Insight

Could Lead To

There is a divide in the generations; however, it arises from a lack of communication of the varying generations similar ideas. The divide is based on the both the younger and older generations assuming that they understand how the other feel, with Gen Z feeling the older generations are against them voicing their opinions, which primary research indicates is not the case.

This could lead to further disconnect between generations and a potential of the fragmentation of important generational units (families, school support, social support groups).

Generation Z feel unsupported in their efforts to make their voices heard.

This could lead to them feeling unsupported in other areas of their lives, which could potentially have a big negative effect on their mental state.

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chapter three:

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iNDUSTRY IMPACTS

6.1. INTRODUCTION Within this chapter the impact activism is having on industry and consumer opinions will be discussed. In Chapter Three, the key industry being discussed is lifestyle, presented in the form of fashion and health brands.

6.2. WHAT DO THE CONSUMERS WANT? According to a multitude of secondary sources consumers are now wanting the brands they shop from to take a ‘brand stand’, which is where companies “join a political dialogue or solve a community problem” (WGSN, 2018, p. 6). This desire for brands to take a stand is rising, with 53% of consumers feeling that “every brand has a responsibility to get involved in at least one social issue that does not directly impact its business” (Edelman, 2019, p. 13). This is further supported by Questionnaire 1, where 90% stated they feel brands should stand up for issues alongside their consumers. Additionally, within the same questionnaire 81% confirmed they would be very likely or somewhat likely to shop with a brand that takes a stand with them. Interestingly, the primary research proposes that consumers feel brands do not care about the issues surrounding them with only 20.8% of respondents feeling the brands they shop with care about the movements happening around them. Subsequently, the conclusion can be drawn that consumers are looking for brands to take a stand alongside them but do not feel they are currently doing so and that they do not care.

90% feel brands should stand up for issues

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6.3. braNDS BECOMING ACTIVISTS Within the literature review the way brands are seen shifting from classic CSR programs into the Brand Activism Framework (Sarkar & Kotler, 2018) was discussed. Brands are altering their structures in order to appeal to the new consumer who cares about brands who are placing actions behind their words.

Two brands effectively taking on a role as activists is period-health company, ohne, and outdoor fashion company, Patagonia.

6.3.1. ohne Case Study “ohne was born out of a passion for women’s health, an anger at the inequality and irony that sees women in the uk being sold unlabelled, pesticide filled products while women in many parts of the world can’t access any at all; a drive to make a real change to period stigma, and the simple conclusion that we are all in this together.” (ohne, n.d.) ohne is a period product subscription service who have a mission to solve the issues surrounding women’s period products. They are seen using their voice for good, speaking up for their customers when they themselves cannot, becoming their activist. Within an interview with Louisa Davies, Social Community Lead at ohne (Appendix 24), she gave her insight into brand activism and the importance of it within ohne. ”I think if you are a savvy and forwardthinking business who turns to the youth and actually listens and values their opinion, you will have longevity.

Brands who still believe that a table full of middle-aged white men will have the answer are being left behind, and I think it’s time that more companies acknowledged the youth voice... The world around us needs more people and brands in positions of power to speak up and discuss things that have sometimes been deemed as taboo, or educate a wider audience about issues that they may never have had access to.

This will allow new generations to feel

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more open and free to discuss these things, and hopefully one day make a real difference” (Davies, 2019) Her insights present how ohne is the perfect example of a brand that cares about their consumer and what their consumers believe in, becoming their customer’s activist and fighting for them.

An example of this is the strategy put in place within the company to absorb the tampon tax so their customers do not have to pay. A simple act such as this presents the attitude of the brand to their customers and creates an immediate trust between the two, which is crucial for their success.

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6.3.2. Patagonia Case Study “Patagonia’s reason for existence is to force governments and corporations to take action in solving our environmental problems” Yvon Chouinard, Founder of Patagonia (Patagonia, 2018) Patagonia has become a worldwide name within outerwear fashion. Their brand has a strong brand identity as an activist brand and has ingrained this core value into everything they do. Patagonia’s activist identity has been mapped out using Kapferer’s Brand Identity Prism (Kapferer, 2012).

Capabilites

Personality

“We donate our time, services and at least 1 percent of our sales to help hundreds of grassroots organizations”

• • •

• • •

Functional Caring Vocal

Sells outdoor clothing UN Champion of the Earth High quality, durable products that stand the test of time

• • •

Ethical Risk takers Protective

Internal Culture and Values

Shared Values and Community • • • •

Climate change Fitness Functionality Inciting change

• • Rallying Cry “We’re in business to save our home planet.”

Noble Purpose • •

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Want to protect the world we live Make products functional, repairable and durable with the materials that can be recycled.

• •

Functionality of their products Using their voice for good Connection to nature Protecting the world we live in

Aspirational Self-Image • • • •

Risk takers Caring

Conscious consumer Athletic

Within the Brand Identity Prism, it is clear that Patagonia places their mission of being “in business to save our home planet” at the forefront of all business strategies. Within an interview with an Environmental Community Organizer at Patagonia in Germany (Appendix 25), the industry specialist stated that “Patagonia always searches for new ways to be impactful in the areas where we believe change is needed”. This ethos is clear throughout the brands actions.

For years, Patagonia has supported grassroots activists, donating 1% of their sales to the preservation and restoration of natural environments, and offering services to help their consumers do the same. Additionally, in 2018 Patagonia released the Patagonia Action Works website; the website aims to “connect committed individuals to organizations working on environmental issues in the same community” (Patagonia, n.d.). This is done by allowing customers to sign petitions, donate and find out about activist events through one website.

By bringing communities together and making activism accessible to their consumers Patagonia presents an ideal strategy to aid their consumers in making a difference.

The specialist concluded that currently brands are not doing enough to support activist movements.

“Most brands are not doing enough… the scope could and should be bigger: assisting change makers who align with company values makes sense no matter if they are linked to the brand or not. I would also argue that leading by example (as a brand) is a powerful tool, too.” (Anon, 2020) This presents how within industry specialists are left feeling that brands are not doing enough to support their customers and society in making a better world.

The research presents that there is the overall feeling that more responsibility should be taken on by brands to help make the changes necessary.

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chapter three insights

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Insight

Could Lead To

Patagonia has created a space, Patagonia Action Works, that makes activism accessible which was an issue among young people found within primary research (Chapter One).

This could lead to the inspiration of a business idea for Stage Two, where youth activism is made accessible by placing all the information on one platform.

Consumers are looking for brands to take a stand alongside them but do not feel they are currently doing so and that they do not care.

This could lead to a lack of trust in the consumerbrand relationship which would greatly impact sales of brands.

Consumers are looking for brands they can form meaningful relationships with and can trust to speak up on the issues they care about.

This may force brands to push their resources to meet this expectation consumers are holding. Brands, in particular large corporations, will have to revaluate their priorities and their brand strategies in order to be successful.

Brands should take on the responsibility of their actions.

Brands changing their strategy to make the necessary changes to products and the supply chain in order to do their part.

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CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION CONCLUSION 64

7.1. conclusion In conclusion, after extensive primary and secondary research into the impact of Generation Z’s rise to become activists, key insights have been formed that will aid the creation of recommendations to take moving forward and a vision into the future of youth activism. Research concluded that Generation Z feel that without the help of their peers they are not able to make a real difference in solving the issues they care about as they are not being supported by older generations. However, this highlights how intergenerational communication is key moving forward as the older generations already feel they are supportive of YAM. Additionally, this support from the older generations is going to be necessary in maintaining the happiness of Generation Z, as one issue of youth activism that arose within the primary research is that young people are feeling strong negative effects of the pressure from joining YAM. Finally, a key takeaway from the primary research is that overall what Generation Z want the most is support: support from peers, older generations, people in power and brands. As consumers, young people are looking for brands to take a stand with them and currently feel they are not doing so; this presents how there is a need for brands to effectively take a stand with their customers on societal issues.

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7.2. the future OF ACTIVISM To fully understand where the future of youth activism may be heading, two Future Scenario Analysis’ for three years in the future have been conducted. These will aid the creation of recommendations for potential business opportunities for Stage Two.

7.2.1 Future Scenario Analysis

A PESTLE (Appendix 28) has been created as way to assess the external drivers impacting youth activism on a macro level. The PESTLE analysis and themes that arose through both the primary and secondary research has been utilised to create the axis for the Future Scenario Analysis. Two Future Scenario Analysis have been created to look at both the potential future of brands within activism and young people taking part.

Youth Activists Future Scenario Analysis Digitally Connected

Young people are highly educated on the issues surrounding their lives, that have an impact on them and that they care about. They promote their feelings on social media and constantly engage with others online about things they care about. They use their phones to educate themselves on issues and they know when/where they are happening. They use social media to promote, organise and obtain actors for events; they can gain followers for movements fast and effectively, and within a few hours of starting a movement they can have thousands of followers worldwide. Their phones are their superpower.

LOCAL RESTRAINT

These young people are highly educated on issues surrounding their lives, they use more traditional news outlets to remain in the know.

They care deeply about the issues, but don’t always know when the events in support of them are. They do their best to understand the actions of worldwide movements but often do not hear about them. They tend to attend events in their local community, for their local community; although they would rather be promoting the bigger issues.

SCROLLING SOCIAL

Young people are not highly educated and separate themselves from the issues surrounding them as they see activism issues as something to be dealt with by adults. They are highly digitally connected and active on social media but are not proactive in using this for good. They spend hours in a day scrolling mindlessly through social media but would never use their phones to look at the news or anything ‘boring’. They have a large online network of people but do not tend to speak to any of them if they do not know them in person.

SOCIAL BACKLASH

Young people are not highly educated on societal issues surrounding them. They remove themselves from this and as a result do not hear about them. As a backlash from the negative impact on social media they have removed themselves from it and only use their phones if necessary. They stick close to home and they would never communicate with anyone outside of their local community.

Digitally Unonnected 66 66

Uneducated

Educated

DIGITAL SUPERPOWER

Brand Future Scenario Analysis Responsible

Brands take on the responsibility of societal issues and work with consumers to make the world a better place. There is a lot of effective communication in education on issues and ways people can help in their own communities and wider society. Brands place money where their mouths are and fund movements, making them accessible to all that want to attend. Customers take the lead of the brands and fund movements, becoming more active as a result.

UNTRUSTWORTHY TRANSPARENCY

IN THE SHADOWS

Brands take on the responsibility of societal issues but are quiet in doing so, they place funding into organizations, ensure they are using ethical practices, but not involving their customers in the process. Customers, as a result, are having little communication among themselves and remain frustrated that brands ‘are not doing more’. People are still struggling to access activism as they are not educated to what is going on around them.

Reticent

Educational & Informative

COMMUNITY COMMUNICATION

NOT CARING, NOT SHARING

Brands focus on their own strategies and their main goal is profit. They communicate with their customers that they care about issues but will not actually make efforts to support them. They keep pushing products to customers at low, unethical prices and do not make efforts to counteract this by funding organizations. However, they are transparent with their practices, informing customers of their company structure and how products are made gaining their profit from customers who buy due to their low prices and do not care about the ethical repercussions.

Brands do not care about the big world issues surrounding them and their customers. Their main goal is profit and brand expansion.

They do not communicate their brand actions with anyone and remain incredibly secretive.

They continue their unethical practices and push low prices to their customers as a way of attraction. The lack of communication with consumers has lead to consumers being completely unaware that the brand they ‘trust’ is using unethical practices.

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7.2.2. What Does The Future of Youth Activism Look Like?

As stated in the conclusion the future of youth activism is reliant on communication and support; whether that’s intergenerational communication and support, peer-to-peer communication and support or brand to consumer communication and support. The ideal future for youth activism is one where the scenarios DIGITAL SUPERPOWER and COMMUNITY COMMUNICATION merge, forming the ideal world. In this wold young people are highly educated on the issues surrounding their lives and use social media to promote this passion.

They use their digital abilities to mobilise and promote YAM to others. They work with brands, communicating their wishes. Brands take on the responsibility of societal issues and work with consumers to make the world a better place. In order to do this, they educate and collaborate with their consumers.

7.2.3. Reccomendations

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Insights from Chapter Two revealed that there was a need for intergenerational relationships to be improved through communication. This would have the power to aid in Generation Z feeling supported in their actions and in turn have the potential to improve their mental states, as the young people would feel they have a solid support system in place. Therefore, a visualisation of events, spaces and digital platforms is proposed, whereby intergenerational communication is at the forefront.

This has the potential to aid all generations involved as young people will feel listened to, while older generations and current people in power can set out the time to understand why young people feel the way they do.

Chapter Three highlighted the need for brand involvement in activism and how young consumers want to see brand participation. As a result, it is recommended that brands take more responsibility and make a change to the way they communicate with their consumers. Instead of pushing product, offers and sales at the consumers, brands could use their platforms to educate their consumers on the issues surrounding them and make activism events accessible to their customers by providing platforms like the Patagonia Action Works platform. By offering spaces where customers can communicate with the brand, learn about and engage with activism movements, brands will have the opportunity to become more appealing to their customers.

As a result of the negative mental health impacts of activism, there is room for support initiatives to be set out by current brands and new to help young people in their efforts to make a difference. Having support and communication at the forefront of the strategy will ensure young people have the opportunities of help around them; providing support systems that will help take off the pressure young people are feeling.

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