i

Engaging Generation Z

Motivating young people to engage positively with international development

Bond

Livity

Thursday, October 1, 2015

Are you looking to engage with a youth audience? Do you aspire to bring a new generation of supporters on the journey to becoming active citizens? This report explores the lessons learned by expert youth communications practitioners working in the UK.

For Generation Z, technology is not new and exciting – it’s just life. Similarly, technological innovation isn’t celebrated – it’s expected. The result? A generation of self-starters who have an enterprising spirit, are fluid across devices and use visual mediums as preferred means of communication.

The report provides tips and ways of working to help those in the international development sector, particularly NGOs, looking to engage a youth audience. These include:

  • Collaborate with a youth audience
  • Exist in their everyday digital landscape
  • Align altruism and self-interest
  • Be agile and accomodating
  • Work with a range of influencers, both peer-led and well established
  • Encourage share-ability
  • Ensure consistency and clarity

With the international development sector facing an increasingly difficult external environment, there is an urgent need to find creative new ways to make change happen. Working with young people offers an exciting opportunity to achieve this goal.

This report was co-financed by the European Union as part of the European Year for Development.

Resource type: report
Cover image of Engaging Generation Z report

Related Resources

Guidance on the process of filming, photography and interviewing, as well as the selection and use of images and stories by NGOs.
19 November 2019
Our manifesto for the next government to commit to making the UK a proud global leader in international development.
4 November 2019
Politicians in UK parliament
Experts use their insights and experiences of parliamentary advocacy to breakdown how much British political parties support international development.
11 October 2019