What inspires young people to support social issues and participate in social movements?
ISG Research Advisors tracks the responses of young Americans (ages 18-30) to social issue moments―short-term surges of individual actions inspired by cultural, political or social events that burst into the nation’s consciousness―and who is influencing their behavior.
By learning how younger generations are inspired and influenced to engage with social issues, we can make real strides toward improving the world around us.
Cause & Social Influence: Influencing Young Americans to Act
2022 research
Heightened concern over women’s rights after Roe v. Wade was overturned, renewed gun-safety debates after another mass shooting and invigorated dialogue on climate change revealed that young Americans react to social issues regardless of their political beliefs. Each report addresses a relevant topic: public gatherings (fall), guns and reproductive rights (summer) and Ukraine (spring). Researchers took a quantitative approach with online surveys of a nationally representative sample of 4,000 individuals (1,000 per quarter) ages 18-30.
Key takeaway: Cause leaders must accept that stereotypes about this age group aren’t proven by actual behaviors. The best thing we can do is become a trusted source of the authentic, complete and unbiased information young Americans are looking for.
— Download Reports —
2021 research
Rather than relying on social media to be heard, young Americans saw voting as the best way to bring about change. Traditional offline participation in social issues complemented online activities but did not replace them. ISG researchers took a quantitative approach with online surveys of a nationally representative sample of individuals ages 18-30 in each topical report: vaccine and climate change (fall), vaccine and employment (summer), vaccine (spring), and mental health and racial inequality (year in review).
Key takeaway: Young Americans looked to business, celebrities and online influencers/content creators as sources of information about and conduits for social change.
—Download Reports —
2020 research
A big year: COVID-19 pandemic, racial justice movements and a presidential election. Rather than relying on social media to be heard, young Americans continued to see voting as the best way to bring about the change they’d like to see in the country. Traditional offline participation in social issues complemented online activities but did not replace them. ISG researchers took a quantitative approach with online surveys of a nationally representative sample of individuals ages 18-30 as described in each topical report (see below).
Key takeaway: Young Americans looked to business, celebrities and online influencers/content creators as sources of information about and conduits for social change.
— Download Reports —
2019 research
Climate change and civil rights/racial discrimination were the top social issues of concern regardless of gender, young Americans most trusted nonprofits and advocacy groups, and personal connections drove effective activism. Understanding patterns can help cause leaders create impactful social change. ISG researchers used a mixed-methods (qualitative and quantitative) approach (social listening and surveys) to collect data about campaigns, moments and movements young Americans supported.
Key takeaway: Voting is a form of social activism and an action that will lead to desired change, according to young Americans.