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Who Cares? Youth Do!

“I think my generation has the potential to change the world for the better” – 70% of Millennial youth in Europe agree.

A bold statement, but do they really mean it?  Today’s generation of youth are not like previous youth who set out to be radical reformers. Millennials are more likely to game the system than fight the system.  They have grown up without boundaries being set by their parents, and as such are not used to challenging rules and regulations.

Social issues are really only taken into account by youth when they’re directly affecting their social circle – whether that’s within their localized world or affecting their peers across international borders.

But when this is the case they will take action:  did you know 2 in 3 have participated in charity work or raised/donated money to a good cause in the last 12 months, and almost 7 in 10 say they’re getting involved more with social and environmental causes.  A brand that makes it easy for young people to get involved and feel part of something special is an easy route to their hearts right now.  To find out more about what types of issues young people care about right now, and how they’re getting involved check out the latest articles about ‘How Youth Care’ on www.mtvsticky.com.

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Posted in Insights