Disrupting Social Activism: How Digital Tools Empower Social Change

Once social activism meant taking to the streets. But for today’s social media generation (often called “slacktivists”) loving or hating a cause is as easy as hitting the “like” button on Facebook or posting a hashtag to Twitter. And that’s often where their so-called “activism” ends. But that can also be where it begins, if brands harness the power of social-media to get young adults more engaged in brand-led cause efforts. For 20-something’s today, sharing information about causes and social issues they care about is the first step to more concrete involvement, like donating money or time, according to this study by ad agency TBWA/Chiat/Day New York.