US and Canada – With younger generations increasingly taking an active role in supporting social and environmental change, snack brand MadeGood is leveraging this behaviour with the launch of a brand platform called Un-wreck The Future. The platform’s open call asks budding changemakers to submit a one-minute video outlining the steps they’ve taken to address food insecurity in their community.
To promote the launch, a campaign film by advertising agency Broken Heart Love Affair spotlights the youthful optimism within a group of children sharing ideas on urgent issues. In this way, the project echoes the motives outlined by Regenerative Futures – a social change initiative powered by Generation Z. ‘We see this campaign as an opportunity to support a movement already in progress and help inspire others to do the same.’ says Milana Kleidman, brand manager for MadeGood.
For more on the ways that young people are working together to challenge and transform outdated societal systems, delve into our Reformation Generation report.
Across sectors, brands and retailers should work with young people to source new ideas relating to social, political and environmental change. Consider facilitating workshops to generate inspiration and empower the next generation.