There’s a generation of young people who won’t be old enough to vote in the 2020 election but want to enact change. Meet Generation Protest: A term my company created to describe a subsegment of Generation Z that is involved in activism but not yet of age to vote.

We found that these tech-savvy teens, dubbed “Gen P” for short, are using social media differently. While not all those who are under 18 are part of Gen P, those who do fall in this category are staging virtual protests, using their platforms to raise money, and sharing messages of equality, justice reform and climate activism. And they simply won’t be ignored. From my perspective, Gen P is one that brands should pay attention to moving forward as they become consumers themselves.

 

But, who is ‘Generation Protest’?