Power in Progress
Over the last 18 months we’ve seen tremendous shifts in the ways young people wield their own influence. Thinking about young activists like the Parkland Teens, Greta Thunberg, or content creators like Lilly Singh moving from YouTube to late night TV, it’s clear the game has changed and real impact is possible unlike ever before. Fueled by access to social media and buoyed by the collective power of the crowd, young people today feel a new sense of empowerment. Consumers and brands are navigating new power dynamics where gatekeepers recede but a network of referees demanding authenticity and accountability take their place. We will uncover why and how power is changing, where it’s going, and break down what it means for marketers today.