Episode 3

The podcast discusses the role of brands in supporting youth activism and explores strategies brands use to engage with young people. They highlight examples from Japan, Ireland, and the Netherlands, including initiatives by Guinness and Supermax. In Japan, youth activism is not common due to low political engagement, while in Ireland, there are various examples of youth activism, such as rallies and campaigns by Guinness and Supermax. In the Netherlands, recent protests regarding Palestine and Israel have highlighted the impact of youth activism on brands like McDonald's. Welcome to Brand Activism Chronicles, where we uncover the stories of brands making waves in social change. I'm Jeroen Meijs, joined by Rico and Dean. In this third episode, we shine a spotlight on youth activism and its impact on the world of brands. From climate change to racial justice, young activists around the globe are spearheading movements that demand action and accountability. But what role do brands play in supporting youth activism? How do they engage with and amplify the voice of young changemakers? Join us as we dive deep into the world of youth activism and its relationship with brands. We'll explore the strategies brands employ to connect with the young demographic, examine the challenges they face in authentically engaging with youth movements, and celebrate the success of brands that champion youth-led initiatives. This is Brand Activism Chronicles, where we celebrate the power of youth activism to drive positive change and the brands that stand alongside them. Let's dive deep into the world of youth activism together. So once again, welcome back to another episode of Brand Activism Chronicles. In this third episode, we delve into the realm of youth activism and how brands are responding to this burgeoning movement. We start by exploring some notable examples of youth activism, such as Greta Thunberg's climate movement and the young leaders behind Black Lives Matter protests worldwide. Next, we examine how brands intersect with youth activism. We discuss strategies that brands employ to engage with young people, such as providing platforms for youthful voices, supporting youth initiatives through fundraising or partnerships, and adapting their products or marketing strategies to align with the values and interests of young people. Additionally, we look at some of the challenges brands face when engaging with youth activism. This includes finding a balance between genuine engagement and avoiding the exploitation of youth activism for commercial purposes, as well as navigating potential backlash from certain demographics critical of youth activism. Finally, what our podcast is all about, we highlight some inspiring examples of brands from Japan, Ireland, and the Netherlands that have effectively collaborated with youth activists and communities to bring about positive change. We underscore the importance of supporting youth as valuable leaders and change-makers in our society. So, first, I'm going to go to Rico. Rico, welcome back. Did you find any examples of youth activism in Japan? Yeah. At first, thank you for joining our podcast. I'm Rico from Japan, and I'd like to talk about the youth activism in Japan. But actually, there's a few examples of youth activism in Japan. Not only youth activism, but activism itself is not common. But I found one. I don't know if it's youth activism or not. It's about school uniforms in junior high school and high school. Most of Japanese junior high and high school has school uniforms. It's different in boys and girls. But there's a recent trend for LGBTQ plus things. Some students in high school and junior high try to make more genderless uniforms. Can I ask something? You say it's not very common in Japan. Do you know a reason why it's not very common in Japan? I used to talk about it in the first episode of Brand Activism. It's not very common to talk about political, social things in daily life. And even voting. Voting is the easiest way to take action for politics. But the voting rate in Japan is really low compared to other countries. It's only 50% of all population. That's vote? Vote. 50%? 50% Of people who are legally allowed to vote, half of them do it. Is it like, are they afraid or do they just don't care? Maybe most people don't care about politics or are not interested in it. Or maybe don't have high expectations for the government. So they feel like it won't make any difference or something. Do you vote? I do. So you care. At least. And especially for younger generation, it's only 30% or something. Their voting rate. So that's how it makes so much sense you're saying. There isn't many examples of youth activism. If they're not even voting, why would they be? It's just different. I think it's weird. So basically, what Dean said, there is no youth activism in Japan because the same reason why there is no such thing as brand activism in general in Japan. To go back to the no voting thing. Is it because they feel like it's already fine in Japan? That they don't want changes? Or they just really don't care? Yeah. I don't think most people are satisfied in current Japan. Because the salary is really low, but inflation is really high. But then you would think they would actually come here and vote, right? Yeah. But in the future. Fair enough. So no examples of youth activism in Ireland? In Japan, sorry? In Ireland, there are. In Ireland, there definitely is. There's a few. So a lot of people would be very proud on things they believe in. To go marching and stuff. Just in regards to what's happening now in Palestine. There's a lot of rallies and stuff. From any age gap. You'll see little toddlers who their parents are bringing with them. So a lot of people my age should be very much. So they're pushing for what they believe in. So it is very much a big thing. But a specific example, we have some. So most people in Ireland would know Guinness for the sake of their alcohol. But in Ireland, Guinness, obviously known as an iconic Irish beer brand. They do stuff with local youth organisations all throughout the country. And they sponsor programmes that basically promote communities and development throughout the country. So they provide funding, mentorship and resources to support initiatives. Such as youth leadership training. And environmental projects and cultural exchanges all throughout the country. So it's really, really great. A lot of countries in the world have a lot of small towns. A lot of separate communities all throughout it. So it's great that Guinness was such a big brand. It was able to go around to all these different youth groups. And push what they want to change. So be it if they want political change, social change. And they sponsor a lot of things. Which is really good as well. Because obviously Guinness being an iconic Irish brand. That's one example that they do. And also we have another one. In regard to... I don't know. We have one Supermax. Which is like our... Basically McDonald's. If that makes sense. It's a popular Irish fast food chain. They launched the Youth Voices Ireland campaign. Which basically has your own activists from diverse backgrounds. Sharing their stories and advocating for social change. So in Ireland we have Travellers. Which are settled people. As in another term for them would be Gypsies. And they help them to advocate for social change. It includes to do a lot of online videos. Social media posts and community events. Where people can speak out. And what they feel needs to be changed. So that's a good one as well on Supermax. It's basically the Irish McDonald's. If that makes sense. So you, a young guy yourself. Did you ever feel the urge or the need to participate in such activism? Or did you? I've never actually. But I'm into mental health stuff. For sure. I've of course talked about it a million times here. But my NGO, Care the House and stuff. That mental health organisation. And they do a lot of things where they do fundraisers and stuff. So if that counts. I mean I have a tattoo on me. Be kind. That's for suicide awareness. So you go. A lot of people get it done. You pay a donation. Put some money towards it. Every year. Directions into life. People meet up. They do a big walk. They raise loads of money. Spread awareness for mental health. So yeah. We've been doing that since we were 14. I think you can maybe count everything like activism when you're young as youth activism. Yeah. Maybe when you hear the word. You maybe think immediately about all these protest groups that are in the school. And want to. Of course. I think what you say is also. Yeah. Because that would be a bit more. It'd be more close to home. Yeah. Because a lot of people. I understand obviously. You should go and be an activist for what you believe in and stuff. But just myself. I'm like. There's certain things I know affect me and the people around me. And that one's a really big one. Like I'm still doing it here. You know. On May 11th while I was here in Rotterdam. I went around. Like I've done the. Sunrise walk. You know what I mean. I've done it myself. So that's a big example. Nice. Do you have any examples from the Netherlands? Yeah. That's also. That's a good question. You know. Well of course. What you already said. For the last few weeks. It's been very. Busy with the Palestine. And Israel. Protests. I think. The brands like McDonald's here. Had really had to. Endure it. It was like. They. 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