Motivating Gen Z

What engages a generation hungry for face-to-face activism?

We have a lot of intel about what turns Gen Z off, but what about what turns them on—what motivates them to engage with our sector and support our causes?

This session will reveal findings from two years of research conducted at the University of the Arts London, where Gen Z students used data gathered through surveys, focus groups, and one-on-one conversations to develop campaigns designed to engage their own generation.

This is a generation full of contradictions: Gen Z is intensely political, but distrustful of mainstream politics and large organisations; they grew up entirely online, but are hungry to engage in face-to-face activism. Join us to dive into the findings and observations that came out of this eye-opening research, experience the Gen Z-created content they want to see more of from our sector, and explore the Gen Z engagement framework created from this data.

Learning outcomes

  • Gain a more in-depth understanding of what Gen Z wants to hear about and see from our sector.
  • Take away a framework of engagement to trial in your own organisation.
  • Get inspiration for test creatives created by and for Gen Z.

Speakers

Jess Crombie
Academic and Consultant, University of the Arts London
Sharon Pongnon
Master's student, University of the Arts London