- Jan 23 2020
Teens think the world is slowly burning, and they’re turning to TikTok to talk about it.
Teens think the world is slowly burning, and they’re turning to TikTok to talk about it. With impeachment, natural disasters, and the potential World War III consuming the headlines, young users are posting TikTok videos about these topics as a coping mechanism—and a way to understand what’s going on. While the short-form video app positions themselves as being a “joyful space for creating and viewing silly and inspiring content,” they’ve unintentionally become of the best places for young adults to foster political discussion and debates. (Vox)
- Jan 23 2020
Some brands are being called out for their “moral merch.”
Some brands are being called out for their “moral merch.” According to Kantar’s Purpose 2020 study, brands with a high sense of purpose see their value increase by 175% over 12 years. More brands are starting to lean in to themed merch to raise awareness about issues like the Australian wildfires, International Women’s Day, and Pride. While this catches the interest of young consumers—87% of 13-to-39-year-olds tells YPulse that buying products from brands that have social good components makes them feel better about spending money—some activists are calling out brands’ “moral merch” for hypocritical messaging, and creating more waste through production. (Vogue Business)
- Jan 07 2020
TikTok wants to try and stay out of politics in 2020—but can it?
TikTok wants to try and stay out of politics in 2020—but can it? The video-sharing app blew up last year with its lighthearted dance-off videos and viral challenges—but politically-charged videos created by young users have been gaining popularity. Despite privacy concerns, political campaigns have caught wind on how it can be useful in reaching young voters. Aside from banning political ads, TikTok hasn’t created any strict guidelines on what type of political content can be posted, but they want to stay committed to their mission to “bring joy” to users rather than dabble in social issues—putting them in a tough position with young voters who want to chime in on issues important to them ahead of election. (WSJ)
- Dec 23 2019
Young influencers are using TikTok to make socialism cool.
Young influencers are using TikTok to make socialism cool. Left-leaning users “are booming” on TikTok, where they’re using the video sharing app to create content to teach others about radical politics under hashtags like #socialism, #progressive, and #bernie2020— and some are earning thousands of views. One creator observes there’s a “whole coalition of [Gen Z] that’s doing political content,” often playing off memes and trends trending on the platform to make the content accessible. YPulse’s Special Election Report found that social media is young voters’ top source of information on politics and candidates. (BuzzFeed News)
- Dec 16 2019
Young Americans are more worried about gun violence than climate change or healthcare access.
Young Americans are more worried about gun violence than climate change or healthcare access. A global survey by Amnesty International found that climate change is the top issue that young people feel is facing the world as a whole. But 18-to-25-year-olds in the U.S. were most likely to say violent crime, specifically gun violence and knife attacks, is the most important issue facing their country at 32%, followed by corruption at 25%. YPulse’s Special Election Report found that gun violence is one of the top issues that young voters want politicians to discuss. (Newsweek)
- Dec 04 2019
2020 may very well be the year influencers get more into politics.
2020 may very well be the year influencers get more into politics. Our special report on the 2020 election shows that social media is a top source for political news, and influencers are starting to weigh in on the issues and candidates. Of course, they have a wide audience of young consumers who trust their opinions—giving them a direct channel to influence their votes. While many politicians may not know how to speak to young consumers, many are attempting to reach them on social platforms—including previously overlooked ones like Reddit and Twitch. (Cheddar)
- Dec 02 2019
Gen Z and Millennial Republicans have different views on energy and environmental issues than older party members.
Gen Z and Millennial Republicans have different views on energy and environmental issues than older party members. According to Pew Research Center, 34% of 18-to-38-year-old Republicans believe human activity contributes to climate change, compared to just 14% of older Republicans. Almost half of young Republicans also say they’ve seen some effects of global climate change in their communities—an issue that YPulse found will impact how Gen Z and Millennials will vote in the 2020 election. (Pew Research Center)
- Nov 22 2019
MTV has launched a 2020 “+1thevote” campaign to mobilize Millennials and Gen Z voters.
MTV has launched a 2020 “+1thevote” campaign to mobilize Millennials and Gen Z voters. In a move to target the 4 million potential first time voters (those turning 18 in November 2020), MTV created a celebrity-packed campaign with the idea that voting should be a shared experience with friends, or a “plus one.” This is the first presidential election in which Gen Z and Millennials will outnumber Boomers, with 37% of the U.S. electorate born after 1981. YPulse’s Special Election Report found that while the majority of young people plan to vote, they don’t feel politicians are talking about the issues that matter to them. (Reuters)
- Nov 07 2019
As the 2020 Presidential Election approaches, understanding the political views of Gen Z and Millennial voters is essential…
- Nov 07 2019
As the 2020 Presidential Election approaches, understanding the political views and hopes of young voters is essential to anyone who wants to capture their support—including brands who need to know their role in this politically…