International Youth Day: engaging the next generation through PR

International Youth Day, celebrated on August 12th, is a significant event that highlights the importance of young people in building a better future. Today’s youth are vital to public relations because, as digital natives, they are influential and socially conscious. Engaging with the next generation is not just about capturing their attention but about fostering long-term relationships that can lead to brand loyalty and a strong presence amongst competitive market.

The Importance of Youth engagement in PR

It is essential to interact with younger audiences for several reasons. The young are important influences in their communities since they are early adopters of new technologies. By targeting and engaging with youths, brands can stay ahead of trends and create a loyal customer base that grows with them. Additionally, young people are often passionate about social causes, making them powerful advocates for brands that align with their values.

Understanding the youth demographic

To effectively engage youth, it is important to understand that growing up with technology, young people adapt with using digital platforms and expect brands to have an online presence. Young people care about social and environmental issues and prefer brands that demonstrate a commitment to making a positive impact - they expect brands to reflect these values in their campaigns and communication because they value diversity and inclusion.

Strategies for engaging youth through PR

To effectively engage young people through PR, brands can leverage popular social media platforms like TikTok, Instagram, and Snapchat with engaging, platform-specific content, trending hashtags, interactive and shareable content, and visually appealing graphics. A successful example of this is the Nike’s “You can’t stop us” campaign. Launched in 2020, the campaign consisted of an advert featuring a montage of different athletes, narrated by soccer star Megan Rapinoe. The campaign was distributed across a variety of social media platforms, widely promoting messages of unity and resilience, resonating deeply during the COVID-19 pandemic.

The power of partnerships

Companies can also emphasise their brand’s commitment to important causes by partnering with relevant organisations too. This demonstrates that a brand shares concerns for current issues, enhancing authenticity and connection. It also creates a sense of shared purpose and community, resonating with young audiences who often value activism and positive change. For instance, H&M’s partnership with Better Cotton, the world’s largest cotton sustainability programme, aimed to appeal to young consumers who are environmentally conscious and more likely make ethical purchases with eco-friendly fashion, driving more sustainable sales.

Engaging the next generation through PR is crucial for building a lasting and impactful brand presence. By understanding the younger demographic and implementing tailored strategies, you can create meaningful connections that drive brand loyalty and advocacy.

At Seren Global Media, we are here to help your business find the perfect strategy and engage with your target audience. For expert advice, contact us today.

Written by Glory Ajakaiye, Swansea University Master's Intern.

International Youth Day: engaging the next generation through PR

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