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Winning And Influencing Youth In 2019 And Beyond: The Latest Research And Best Practices

MDR
MDR

As you know, Gen Z is more politically active and cause-minded than Millennials and Generation X: this generation wants to make a positive difference with their careers and they expect their employers and favorite brands to support the causes they care about.

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Winning And Influencing Youth In 2019 And Beyond: The Latest Research And Best Practices
Linda Ingersoll
Ingersoll@dnb.com
@weareteachers
Laura Freveletti
Laura.Freveletti@allstate.com
@AllstateFDN
#goodstartsyoung
Leveraging its unrivaled access to school
communities, MDR creates unique,
purpose-driven initiatives that engage
educators, motivate students and empower
families.
the future
of doing
good
GEN Z
…polls, statistics, and anecdotal
data by the boatload suggest
that today’s much-doubted
young will be as engaged with
the issues of the day as any
generation before them—and
may be even better at making
positive change.
– Getting Gen Z Primed to Save the World, The
Atlantic sponsored by Allstate
Does Gen Z trust anyone over 30?

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Winning And Influencing Youth In 2019 And Beyond: The Latest Research And Best Practices

  • 3. Leveraging its unrivaled access to school communities, MDR creates unique, purpose-driven initiatives that engage educators, motivate students and empower families.
  • 5. …polls, statistics, and anecdotal data by the boatload suggest that today’s much-doubted young will be as engaged with the issues of the day as any generation before them—and may be even better at making positive change. – Getting Gen Z Primed to Save the World, The Atlantic sponsored by Allstate
  • 6. Does Gen Z trust anyone over 30?
  • 7. My 7th grade science teacher taught me more about myself than anyone else ever has. – Saylor, WA
  • 9. Imagine a future defined by a culture of service. Led by our youngest citizens. Powered by The Allstate Foundation. That’s Good Starts Young.
  • 10. This isn’t about quick fixes. It’s about creating meaningful systemic change. The Allstate Foundation’s focus on youth started in 2005 when we learned that teen deaths in car crashes had reached epidemic levels. For 10 years, we worked to protect teens and reduce these deaths through education, advocacy, legislation and awareness campaigns. While we can’t take sole credit, by 2015, teen deaths dropped by 50 percent. Our current effort is about preparing youth for the future – by increasing the number of youth with access to programs that build social and emotional learning skills. Research shows these skills result in immediate and long-term improvements in academic achievements and are a better predictor of success than academic ability alone.1 1Citation: DePaoli, J.L., Atwell, M.N. and Bridgeland, J. (2017). Ready to Lead: A National Principal Survey on How Social and Emotional Learning Can Prepare Children and Transform Schools. Civic Enterprises with Hart Research Associates. A Report for CASEL.
  • 11. COMMITTING TO THE NEXT GENERATION $45M investment by The Allstate Foundation to ensure 14 million youth develop social and emotional learning skills by 2022
  • 12. REACHING YOUTH TODAY Selecting partners with a strong reach and authentic presence with Gen Z enables us to scale programming across the United States. • 5 million youth • 4,500 schools and community organizations • 30,000 educators • CASEL • WE Day • WE Schools • WE Volunteer Now • MDR/WeAreTeachers • Facing History and Ourselves • Junior Achievement • Youth leadership programs Programs/Partners
  • 13. PARTNERING TO PREPARE AND EMPOWER STUDENTS WE Schools drives 3 key learning outcomes: increasing academic engagement, instilling active citizenship, and improving college and workplace readiness • 83% of WE Schools educators agree youth are more likely to stand up for others that are treated unfairly because of their gender, race, religion, ability or sexual orientation • 87% of WE Schools educators agree youth are more able to work effectively and respectfully in diverse teams • Almost half (47.2%) of the WE Schools in the U.S. were designated Title 1. • Estimated Total Social Impact Value of WE Schools is $137 million1 1This number represents a derived U.S. dollar value for all of the activities undertaken by participants in the WE Schools programs.
  • 14. ENGAGING THE PUBLIC The WE Day Special on ABC TV celebrated the positive impact youth have on their communities. Becoming all-star change-makers with Monique Coleman and Allstate Agency Owner Beatriz Zaragoza Empowering students to dream big with Allstate Chairman Tom Wilson An unstoppable volunteer force featuring Whoopi Goldberg
  • 15. INFLUENCING KEY STAKEHOLDERS WeAreTeachers.com helps us reach educators • >1M influenced on WeAreTeachers.com channels • 4 custom articles for educators about volunteering; 2M impressions • WE Volunteer Now registrations increased to 787, compared to 570 the previous year CASEL provides opportunities to reach policymakers and education advocates • Sponsored research on youth voice on SEL, authored by Civic Enterprises with Hart Research Associates • Make possible CASEL’s inaugural international conference for educators, parents, policymakers Washington Post Live – Education in America increases awareness of SEL to leading voices in education • Amplify importance of SEL with Washington Post editorial staff, Members of Congress and other legislators
  • 16. TRANSFORMING OUR WORLD FOR THE BETTER The Allstate Foundation’s expanded investment in youth is a reflection of the world we want to see. • We want to see youth become engaged citizens. • We want to inspire optimism among youth. • We want youth to see themselves as problem solvers. • And we want to create prosperous communities.
  • 17. INSPIRING THE NEXT GENERATION OF LEADERS TO PURSUE THEIR BIGGEST BOLDEST DREAMS
  • 18. The Educator Ripple Effect MDR CONNECTIONS Nearly half of the US population’s 325M people belong to a preK-12 school community. We’re here to help you connect with them in trusted and influential ways. Over 5.6M Educators 38M Households 50.7M Students 85.6M Parents/Caregivers
  • 20. If we have data, let’s look at data. If all we have are opinions, let’s go with mine. “
  • 23. Time Period: from 9/10/2018 to 09/21/2018
  • 26. It was a teacher who inspired me to stop settling for ‘good’ and helped me find the drive to become ‘excellent’. 2.1 1.6 academic success – Josh
  • 27. One of my middle school teachers told me I have a gift for writing, that I shouldn’t give up, and he’d be looking for me on the bestseller’s shelf. 1.8 0.5 1.1 career path/ major/favorite subject – Joseph
  • 28. Teacher/Parent gap widens in middle and low income households. 0.9 career path/ major/favorite subject HHI <$125k 2.1
  • 29. My AP Environmental Science Teacher encouraged me to pursue a career in science. 1.5 -0.4 1.0 STEM – Angela, FL
  • 30. STEM 2.0 Ages 13-15 I never really liked math until 5th grade when my teacher ignited a flame inside me. Math has been my favorite subject ever since. – Khaled, WI
  • 31. My educators have taught me to manage stress and my well- being first. If I can manage myself, I can manage other things. goal setting, stress & time management 0.7 0.4 0.5 – Kishan, NM
  • 32. Teacher/Parent gap widens in low income households. goal setting, stress & time management 1.0 -0.05 HHI <$30k
  • 33. social- emotional well-being 0.6 1.4 3 I get by with a little help from my friends. - Lennon/McCartney The Beatles
  • 34. social- emotional well-being 3.3 I get by with a little help from my friends. Ages 13-15 - Lennon/McCartney The Beatles
  • 35. anti smoking/ anti alcohol/ anti drug use 2.2 -0.04 1.4 I get high with a little help from my friends. - Lennon/McCartney The Beatles
  • 36. civic engagement/ voting/ volunteering 1.2 0.7 1.0 What we must do now is enact change because that is what we do to things that fail: We change them. - Lorenzo Prado Student, Marjory Stoneman Douglas High School
  • 38. The lower the HHI, the more important the teacher. 1.7 0.6 HHI <$30k averages across all questions and groups
  • 39. What We Learned Gen Z is poised for transformation Parents, Teachers and Friends all wield influence HHI = Teacher influenc e
  • 41. THANK YOU! Linda Ingersoll Ingersoll@dnb.com @weareteachers Laura Freveletti Laura.Freveletti@allstate.com @AllstateFDN #goodstartsyoung
  • 43. “I get to spend my entire day doing what I believe is the most important work I can find; helping to produce more compassionate, open-minded people who can heal a broken world” WeAreTeachers Contributor

Editor's Notes

  1. MEGAN intro Linda and Laura - include how to get follow up whitepaper (INFOGRAPHIC?) - MARTA Linda Ingersoll the Leader of Strategic Engagement for MDR. Everyday, Linda’s work supports a cohort of like-minded partners to deliver purpose-driven initiatives that empower the next generation. Laura Freveletti is Sr. Program Officer for the Allstate foundation. Laura leads The Allstate Foundation’s signature program: Good Starts Young, focused on empowering youth with the tools and resources they need to become the next generation of leaders. Please send questions in the chat window as we go through today’s presentation and we’ll answer at the end.   And you can use the hashtag # across all your platforms to continue the conversation - MARTA
  2. LINDA: Thanks Megan we’re excited to be here. Thanks to all of you for joining us, and especially Laura, one of our favorite partners who we’ll be hearing from in a bit. But first some background . . . As you all know, almost all current students belong to Gen Z – they were born between 1996 and 2010 - 2nd grade through college. Making schools a hub for Gen Z activity. For nearly 50 years, MDR has connected brands, corporations, and nonprofits with the School Community . . We leverage our unique access AND INSIGHTS to engage TEACHERS, and in turn PARENTS AND STUDENTS around purpose-driven initiatives. Many of our partners are most interested in how to engage this new generation to support their cause/brand/mission. So we thought it would be good to be smart about Gen Z. and as we’ve said at previous Engage for Good events, Gen Z is different from any other generation –
  3. LINDA – HOW are they different? -Don’t remember life before terrorism, school shootings AND THEY Exhibit less risky behaviors -The Most ethnically-diverse  generation in American history, growing up with Barack Obama as president, and marriage equality => More Social Justice oriented, Accepting of blended gender norms, diversity -Grew up (economic downturn vs. Millennials who grew up in a then-healthy economy =>More frugal/wary of student debt Less brand conscious THAN millennials -Don’t remember life before social media or smartphones => Social media pros. Communicate with images and 5 screens at once. More in touch with the world.
  4. LINDA Perhaps most IMPORTANT for all of us who are part of EFG . . Gen Zers -Want their lives to make a difference -Expect business to give back -Use their Buying power as a vehicle to activism IMAGINE THE OPPORTUNITY: All these kids – a force 61M strong in the U.S – all social activists – entering the workforce, purchasing products and leading the CHANGE FOR GOOD in our society
  5. LINDA: And that made us wonder – beyond what has made them different – WHO has the ear of this generation? Who is influencing them to be so different? Which ultimately helps us understand how can you leverage their influencers to enlist Gen Z to support your cause/brand/workforce - the important work we have to do today to prepare Gen Z for tomorrow. We’re priming them to save the world…. So we did what we’ve been doing for 50 years, we collected data. We asked Gen Z directly who influences them the most across a variety of categories. So does Gen Z trust anyone over 30? The short answer is YES.
  6. LINDA And, if you’re MDR, some of the findings (like this one) were especially encouraging  Today we want to share our findings to help you understand, shape and ultimately influence Gen Z to support your brand, cause, or mission when they “engage for good”.  
  7. LINDA But before we get into the findings, I’d like to again thank Laura, for joining us today. Allstate and MDR are entering our second year of partnership, and no one believes more in the power of a brand to reinforce the importance of good than TAF. Laura’s going to share how The Allstate Foundation is engaging Gen Z with the power of “good” through their Good Starts Young program. Turn to Laura
  8. LINDA: PLAY VIDEO
  9. Gen Z – highly inspired, engaged and digitally advanced
  10. LINDA: Thanks Laura – You’re right, at MDR we believe in the power of school communities as a force for good and a brighter future. After all, after ‘sleep’ US kids and teens spend the majority of each day on their ‘education’ (school/studying) https://www.hhs.gov/ash/oah/facts-and-stats/day-in-the-life/index.html#time And nearly half of the US population belongs to a prek-12 community – putting schools at the center of GenZ activity – they are the one place that Parents, Teachers and Students visit everyday.
  11. So, while we know today’s students have an abundance of influencers – celebrities, media, religious organizations, sports, Snapchat etc. we focused our study on three primary groups in their sphere of influence – Teachers (EDUCATORS – INCLUDES COACHES, COUNSELORS, ETC), Parents, AND CLOSEsT Friends (WHY? BECAUSE THEY ARE THE 3 THEY SPEND THE MOST TIME WITH) So what we want to show you today -- who has the most influence on the traits and qualities we want to nurture for success, for good, for a better and brighter future --
  12. LINDA But first, I’d like to stop here, and take a quick poll (because DATA) and ask you, your opinion on which of these groups – Teachers, Parents, Friends - has the most influence on Gen Z? TELL THEM HOW TO VOTE WE ARE HALFWAY THROUGH SLIDES! WHAT TIME IS IT? SHOULD BE AROUND 1:25.
  13. share the results of the poll –   Love it, it’s true – the results show us how critical each of these influencers are to shaping the outlooks and attitudes of Gen Z The short answer: you’re all right, each of these groups has “the most” influence over Gen Z, but, each in very different ways….and very often, that level of that influence changes based on demographics or categories . . .
  14. LINDA Categories like ‘Academic Success’, ‘Health and Wellness’, ‘Social-Emotional Learning’, ‘Civic Responsibility,
  15. LINDA So how’d we do it? MDR surveyed more than 500 current middle school, high school and college students, ages 13-23, nationally. Good sample of kids – reflective of Gen Z demographics. (ACKNOWLEDGE THAT WE DIDN’T ASK 6 YEAR OLDS) Using surveymonkey.com, we built a survey and we reached out to Gen Zers via email and Instagram ads, over an 11-day period from September 10, 2018 to September 21, 2018) We’d be happy to share more details about our methodology. IF THEY ASK: Who Responded to the Survey Geographic (Optional, answered by 401 respondents): Respondents represent 40 states plus Washington, DC, and Puerto Rico. Race (Optional, answered by 398 respondents): 46% of respondents self-identify as White; 8% identify as Black/African American; 14% identify as Hispanic/Latino; 28% identify as Asian; 4% identify as Other Household Income (Optional, answered by 258 respondents): Nearly one-half of respondents answered this question. Of those, 22% say their family’s HHI is less than $30,000, which is defined as poverty level; 47% estimate family income between $30,000 and $125,000, defined as middle class; 31% say their family income exceeds $125,000.
  16. LINDA We asked youth to rate on a sliding scale the influence of teachers, parents and close friends in 11 different categories. For all categories, we asked how much has at least one (parent, educator, closest friends) influenced (each category)? The higher the number, the more positive the influence; the lower the number, the more negative the influence. We’ll share highlights today. If you want further detail/other categories we’ll be following up with a whitepaper.
  17.   So without further ado, we present our findings:
  18. LINDA We started by asking about influence over academic and study habits. Parents and teachers tied for the most influence in this category. Friends are less of a positive influence. But all three are positive.
  19. LINDA: Next we asked about influence over choice of possible career path/major/favorite subject Gen Z ranked teachers as #1– especially when we look at . . .
  20. LINDA: Middle- and low income households This was a consistent finding across several categories – the lower the household income, the more important the teacher’s influence. Implications for those of you who are hoping to lure Gen Z into your workforce pipeline. The more you can do to educate AND BUILD EXCITEMENT WITH teachers about the careers of the future, the better prepared students will be. Example: MDR’s work with TNC/STEM Career Fair (conservation science careers). Virtual Career Fair – and connected HS students with TNC scientists who share their love of their jobs, and answer student questions.
  21. LINDA: Then, We asked “who has nurtured your interest in Science, Tech, Engineering and Math?” Teachers are again the most important influencers here followed by parents. And in this case, friends are actually a slightly negative influence.
  22. LINDA: It’s also worth noting that teacher impact over STEM ranked extremely high among the youngest students in our survey (ages 13-15). For corporations and nonprofits working to get more people to pursue STEM careers, the message here is to start engaging students in younger grades. Example: MDR’s work with CITGO for their Fueling Education Initiative: To Support Citgo’s STEM workforce pipeline/Community relations Run contest – educators they win a fun science event with Steve Spangler Created/manage website K – 8 (classroom posters/classroom activities/experiments)
  23. LINDA For those of you interested in SEL We asked who has influenced your stress management, goal setting, time management” Parents Least Positive - Teachers Are Most Positive; Interesting that all of these are quite low compared to other responses. And again, when we look at . . . . ((IF THEY ASK)) Social and emotional learning (SEL) is the process through which children and adults acquire and effectively apply the knowledge, attitudes, and skills necessary to understand and manage emotions, set and achieve positive goals, feel and show empathy for others, establish and maintain positive relationships, and make responsible decisions.
  24. LINDA: Households with the lowest income levels, Gen Z says that their parents actually become a slightly negative influence and teacher influence rises. Clearly, there is an opportunity here to help both teachers and parents become better coaches and mentors to young people in these areas. And thankfully, Allstate Foundation is filling the gap!
  25. LINDA We also asked who has influenced your social/emotional well-being?” FRIENDS! FINALLY. Respondents said that close friends are extraordinarily powerful influences (+3.0) in their social and emotional well-being especially when we look at . . .
  26. Linda . . . the youngest students we surveyed, ages 13-15,. (+3.3). These 3-plus scores were the highest influence numbers measured in our Gen Z Meter. Keep in mind that while friends have the strongest impact on a child’s feeling of well-being, there is much that teachers and parents can do to help children learn to more socially and emotionally resilient. Think about anti-bullying campaigns aimed at peers – like No Bully.org or Capri Sun’s “together table”. Friends also scored highest on influencing creative endeavors, involvement in clubs and activities and physical fitness. (see our whitepaper) But, remember the next lyric to this song . . .
  27. LINDA So when we asked about reinforcing strong anti-smoking, anti alcohol, anti drug messages?” Here, friends received a negative overall score. (-0.4). And parents ranked highest (+2.2) for delivering effective anti-smoking, anti-alcohol, and anti-drug messages, ahead of teachers (+1.7). Example: So good news – supporting other research – they are listening to parents and teachers. AND Shout out to programs like the Truth Initiative – tackling this issue directly with youth to move the needle.
  28. NEXT SLIDE IS ROLLUP! So remember we said that Gen Z was social justice minded? And 26% of them volunteer? We asked “how much has at least one (parent, educator, closest friend) influenced your interest in civic engagement, volunteering, voting?” Parents wield the most influence here, but all are positive. I was surprised that the numbers weren’t higher overall. Maybe more naturally influenced by celebrities, an influencer not in one of these groups, or maybe just their own first-hand experiences/worldview. Because a lot of you asked about how to engage Gen Z with your fundraising: When considering how to get this generation to raise funds – think about aligning classroom resources to Service Learning requirements. 50% of states require or give credit for service-learning. Don’t forget, educators are 20% more likely to say they themselves are willing to volunteer for a good cause. Also Gen Zer’s recommend that they overwhelmingly prefer using VENMO! For donations. And now you can donate via Alexa. Are you trying to reach Gen Z via email???? Only add example if we need to stretch time. Example: LLS – we engaged 37k teachers with LLS through integrated marketing campaigns in one year = 1.5M students.
  29. LINDA: So, a roll up of our numbers . Good news for adults! We all talk a lot about the influence of peers in the lives of youth. For the most part, The Gen Z meter did not support that assumption at all. Indeed, today’s youth seem to quite value the opinions of certain trusted adults. In general, Teachers were most positively influential in “academic” categories like study habits, careers, favorite subjects & goal setting/time mgt Parents were most positively influential “value” categories: Money habits, anti-smoking/drinking/drugs, civic engagement, academics (tied with teachers) And Friends were most positively influential in “recreational” categories: creativity, social & emotional well-being, sports and afterschool clubs/activities
  30. LINDA: And again - those from low-income homes gave educators much higher rankings than Parents or Friends.
  31. What we LEARNED: Gen Z is currently poised for creating transformative change in our society. Gen Z does listen to trusted adults! Parents, Teachers and Close Friends all wield powerful influence over this generation in different categories. In general, the lower the HHI the higher the teacher’s influence. AND If you want to engage Gen Z for good with your cause, your workforce, your mission, the one place you can reach all three of these important influencers is through school communities.
  32. Thank you, Laura and big thank you to EfG, not only for today but for your important work. We have time for a few questions –
  33. Thanks, how to get whitepaper/infographic. MARTA
  34. THANK YOU!! Don’t forget to make sure EfG has your information for our upcoming white paper and infographic -- influencing Gen Z in key topic areas such as STEM, Money and Finance and a few things we didn’t cover today, like where each of these influencer groups have the most sway according to Gen Z, the results might surprise you--