McDonald’s is challenging stereotypes about young workers in its new U.K. and Ireland campaign. As one of the largest employers of young people in the U.K. with over 100K employees under 25-years-old and one in three managers under 25-years-old, McDonald’s knows firsthand how essential these young workers are. So instead of polished, overly scripted ads, the brand’s latest campaign is leaning into authenticity, spotlighting real young crew members in their own workspaces to capture what a typical shift actually looks like. YPulse knows how these young employees are often labeled as “lazy” and “disengaged,” but McDonald’s hopes by showing young employees in action—problem-solving, collaborating, and running the floor—their marketing can help reframe how others think about them. And it feels especially relevant right now, as career opportunities for British youth is hitting an all-time low across the country. (Little Black Book)
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