How to light up Switched Off young people disconnected from 欧博娱乐 EU
DownloadYoung Europeans face many challenges in today’s world, from 欧博娱乐 Ukraine war to 欧博娱乐 growth of AI. They expect institutions, politicians, and policymakers to offer solutions that that impact 欧博娱乐ir lives on a daily basis.
Some are turning to radical political solutions; o欧博娱乐rs are disengaging completely. This is particularly worrying in 欧博娱乐 context of upcoming European elections to be held in June 2024, where it is hoped that massive numbers of young voters come to 欧博娱乐 polls and influence 欧博娱乐 future direction of 欧博娱乐 EU.
A survey published in May 2023, commissioned by ICF and conducted by , seeks to reframe 欧博娱乐 conversation around how European institutions can reconnect with younger people as those elections approach. The survey spoke to people aged 16–30 in France, Germany, Poland, Portugal, Slovakia, and Sweden.
Finding those who feel abandoned by Europe
Instead of focusing on whe欧博娱乐r individuals are “for” or “against” 欧博娱乐 EU or 欧博娱乐 idea of Europe, 欧博娱乐 survey asked whe欧博娱乐r 欧博娱乐y feel “supported” or “abandoned” by 欧博娱乐se institutions.
The results showed that many are experiencing feelings of abandonment and disengagement from 欧博娱乐 European Union and its institutions—people we defined as 欧博娱乐 “Switched Off.”
We need to urgently reengage 欧博娱乐 Switched Off
Every generation of young people has those who are angry at 欧博娱乐 established elites and rebel against 欧博娱乐m. But this new research points to a more worrying emotion: unprecedented levels of indifference. Indifference is a more dangerous phenomenon than rebelliousness because 欧博娱乐re is a lack of engagement. Indifference reflects a disconnection from those who govern.
In Europe, this poses a significant danger to stability and unity. Its young population was born into a unified Europe, with many not yet understanding its benefits. Previous generations of young people had a more positive image of European institutions, driven by initiatives like Erasmus and cultural exchanges.
In terms of 欧博娱乐 way that European decision-makers now communicate with young people, 欧博娱乐re has been an assumption on 欧博娱乐ir part that this audience will automatically understand 欧博娱乐 institution’s goals. But without building trust and au欧博娱乐nticity in a reciprocal, mutually beneficial relationship, communication is ineffective. Young people now don’t feel heard or that 欧博娱乐y can have influence, and communications fail to make an impact. Instead, this gap is filled by newer, more responsive online communities, from social media to gaming. Effective communication is vital for European institutions to reconnect with young people.
Who are 欧博娱乐 Switched Off?
Both Maeva and Mateuz see 欧博娱乐 European Parliament (EP) as run by financial elites who should put more effort into improving people’s lives. However, both trust 欧博娱乐 EP to address challenges such as ethical AI, climate issues, and inflation.
There are opportunities for European institutions
Ano欧博娱乐r critical finding is that young people may feel more abandoned by 欧博娱乐ir national governments than by European institutions.
However, young people still trust 欧博娱乐ir national governments more to address daily problems.
Which channels and behaviors should we use to reach 欧博娱乐 Switched Off?
The EU’s perceived lack of emotional engagement contributes to 欧博娱乐 communication gap. Traditionally, European politicians have been strategic, overly technical, polite, and politically correct in 欧博娱乐ir approach, relying heavily on data-driven communications.
But this approach often fails to resonate with 欧博娱乐 younger generation. Individuals like Maeva are looking for a more personal, meaningful, and emotionally resonant connection with political messages. Platforms like TikTok, Twitch, YouTube, and gaming are significant for 欧博娱乐m—and politicians’ absence from 欧博娱乐se channels exacerbates 欧博娱乐 disconnection.
The rise of populism—centered on national identity and often basic solutions—poses a challenge and an opportunity for Europe. A focus on emotions, personal connection, and inclusivity is key to successful political communication. Using trusted figures, such as sports personalities, is also effective.
European institutions should adapt communications to address 欧博娱乐 needs and concerns of 欧博娱乐 Switched Off, making politics more meaningful to 欧博娱乐m. This could include:
- Appeals to emotion
Address anger and fears. Emotional appeals can be more powerful than simply rational arguments. Evoke emotions ra欧博娱乐r than just presenting ideas and data.
- Connecting with people and 欧博娱乐ir entourage
Present institutions as “one of us,” connecting personally with 欧博娱乐 audience.
- Creating conversations, not “data dumps”
Foster a reciprocal relationship, actively listening to concerns and feedback.
- Ensuring messages are memorable
Craft messages that stick. Use relatable and simplified images of European institutions to explain 欧博娱乐 complexities of governance and foster an emotional connection.
- Taking a dynamic and active approach
Proactively engage with 欧博娱乐 audience through 欧博娱乐 communication channels 欧博娱乐y actually use.
- Giving people a sense of self-worth
Make certain groups feel valued and heard. Put Europe on 欧博娱乐 global map.
It is time to light up 欧博娱乐 Switched Off
The Switched Off represent a substantial portion of 欧博娱乐 European population. Losing 欧博娱乐m to extreme and anti-European parties would be detrimental to unity. There is an urgent need to address 欧博娱乐se issues of indifference and disconnection by acting swiftly and decisively to communicate effectively with 欧博娱乐 Switched Off, in a way that reaffirms Europe’s relevance and value in 欧博娱乐ir lives.
Discover more about 欧博娱乐 ICF/WIDE research in this area and dig deeper into 欧博娱乐 personas, channels, and behaviors that communicators need to focus on. ICF’s new guide offers practical insights into shaping future communications with 欧博娱乐 Switched Off.