We came together with The Hive to better understand the impact that political brand campaigns were having on Generation Edge.

2. WE CAME TOGETHER TO BETTER UNDERSTAND THE
IMPACT THAT POLITICAL BRAND CAMPAIGNS HAVE
ON YOUNG PEOPLE
And by political, we don’t just mean Trump or Trudeau.
We mean political in the sense of the myriad social issues that
impact the world they live in and help define how they engage
with brands.
METHODOLOGY
THE HIVE
AND THE SOUND

3. X EX EX EGEN X
BORN BETWEEN 1961-1980
MILLENNIALS
BORN BETWEEN 1981-1995
GEN EDGE
BORN BETWEEN 1996 - PRESENT

4. WE SPOKE WITH EDGERS ONLINE
ACROSS CANADA AND THE US,
MAKING SURE TO ENGAGE WITH:
• A mix of Edgers who identified across the political
spectrum.
• A mix of Edgers who live in urban, suburban and
rural areas.
• A mix of Edgers of different ages and ethnicities.
And then to get an even clearer understanding, we
conducted in-depth interviews with 4 of them in their
homes in Chicago, New York, Toronto, and Vancouver.
WE SPOKE TO
44 EDGERS
METHODOLOGY

5. POLITICAL UPHEAVAL
Constant political upheaval has become the norm. From Brexit to
Trump - there’s an inbuilt distrust of authority and a perception of
instability.
ECONOMICS
They’ve seen Millennials struggle in the job market and they grew up
amid the economic instability of their Gen X parents, forcing them to
be realistic about their finances.
FAMILY
Traditional family units have long been cast aside for new ways of
being, which includes one’s “chosen” family. Edgers are seeking
stabilizing ties wherever they find themselves, based around their
value set.
SOCIAL MEDIA
They are acutely aware of their need to manage their online identity
because the Internet doesn’t forget. Offline communications are
valued highly as a means to cope with the chaos.
CONTEXT
GEN EDGE HAS GROWN UP IN
AN UNSTABLE WORLD AND
FACE A VERY NEW REALITY

6. REALISTS
Gen Edge has grown up in a state of recession and bleak growth -
they are pragmatic, valuing personal responsibility & tangible
results.
ABNORMAL
According to Gen Edge, normal is boring and the pressure to be
perfect is not a priority. They want to squash the social stigma
around mental health and believe having a challenging emotional
past or present shows depth of character.
POST DIGITAL
NATIVES
Gen Edge has matured with tech, but
they aren’t beholden to it - and they
definitely don’t want to be defined by their
relationship to it.
ACCELERATED
ADULTHOOD
Due to the challenging and competitive
context they were raised in, Gen Edge
doesn't have the luxury of experiencing
an extended youth. They’ve had to grow
up fast and are expected to define their
ideologies early.
XX
GEN X
PARENTS
Being raised by cynical and rebellious
Gen Xers who have instilled in them a
heathy dose of skepticism, especially
when it comes to establishments and
socially constructed systems, has
resulted in a generation of Edgers that
consider themselves “woke.”
WHICH MEANS THEY NEED
A LOT OF EDGE TO SURVIVE
KEY TRAITS

7. SO…GEN EDGE IS
GOING TO SAVE
THE WORLD…RIGHT?
BACKGROUND
We know that Gen Edge is critically-minded, connected, socially-
conscious, and resilient. So, it only seems natural to assume that
they would be deeply engaged with big political issues…
But if we take a step back and look at the bigger picture, we know
that throughout history, older generations often look to the
youngest generation to “fix their mistakes” and take up the war
they have been waging.
Similarly, we currently see Millennials, Xers, Boomers, and
beyond, all placing a social expectation upon Edgers that they
should be urgently interested in solving the world’s problems.

8. THEY JUST AREN’T
THAT INTO POLITICS
(AT LEAST NOT IN THE WAY YOU MIGHT EXPECT)

9. TEENAGERS
GROWING
UP IN CHAOS
ARE STILL…
WELL,
TEENAGERS
CRITICAL INSIGHTS
AS REALISTIC AND SAVVY AS THEY
ARE, THEY’VE YET TO START
THINKING SERIOUSLY ABOUT MOST
POLITICAL ISSUES
They perceive themselves to be “woke” or critically
minded and are ready to ask questions, but they aren’t
ready to change their lifestyle for political reasons.
What they’re concerned with is what’s happening in their
immediate world. Like teenagers from every generation,
they are self-absorbed and subsequently have a hard
time connecting with issues that don’t penetrate their
social bubble.
They are in a critical stage of development, experiencing
major physical, emotional, cognitive, and social
transitions. This solipsistic experience can provide
shelter from what’s going on around them.

10. THEY FEEL
ALIENATED &
EXHAUSTED
BY BIG ISSUES
BEYOND
THEIR GRASP
CRITICAL INSIGHTS
THERE ARE MANY FACTORS THAT
HAVE CONTRIBUTED TO THIS
ALIENATION
The political sphere is seen as a space that adults
operate in… and they don’t feel ready to step up to bat
yet.
Big political issues are large-scale and complicated,
which is intimidating enough for an adult to grapple with,
let alone a teenager.
Edgers are inundated with so much as it is that they don't
know where to begin or how their personal action can
make a difference.
They are interested in the bigger issues insofar as they
are pieces of information to absorb and file away, but
they lack the age and experience to really comprehend
the impact these issues have.

11. THEY ARE
CAUTIOUS
ABOUT
VOICING AN
OPINION
ONLINE
CRITICAL INSIGHTS
ALTHOUGH EDGERS MAY STAY
UP TO DATE ON POLITICAL EVENTS
They’ve seen what happens when you speak up online
on big political issues… and they are wary of it. Voicing
opinions, no matter which side you are on, can leave you
exposed and open to attack. Edgers realize the Internet
is not really anonymous and that there are potential
repercussions to posting an opinion, especially during
such a vulnerable stage like adolescence.
Viral content means their posts can get singled out for
the world to see and held onto indefinitely, even if their
beliefs change. As a result, they’re a bit distant and
hesitant on if and how to get involved.
“I usually don't post my opinions on social media. I prefer
to discuss them face to face.”
- Patrick

12. SO HOW DO THEY
ENGAGE IN POLITICS?

13. EDGERS ARE
OVERWHELMED BY THE
BIG ISSUES… BUT FEEL
ENGAGED WITH THE
CLOSE AND PERSONAL
“WHOA, WHATEVER”
National Social Issues: Healthcare, Immigration, Education,
Government; These are systemic issues that hit closer to home, but are
still hard to relate to.
“REAL TALK”
Personal & Immediate Issues: Sexism, Racism, LGBTQ,
Environmentalism, Gun Control, Animal Rights: These are issues that
they experience themselves or see others experience.
CORE VALUES
Compassion, Diversity, Unity, Realism.
These are the values that they live their lives by.
THE POLITICAL SPHERE
“OMG I CAN’T EVEN”
Big Global Issues: Globalization, Terrorism, Refugees, War; These
are issues that are so big, they’re difficult to relate to and have a
dissociative effect.

14. These issues are the hardest to comprehend for
Edgers because they are least relatable to their own
lives.
They feel geographically distant - they’re happening
somewhere, just not here.
They’re abstract and only understood by reading or
hearing about them - but no one seems to have the
correct information, which is overwhelming.
They feel exclusionary because of how intensely
divisive they can be, creating an ‘us’ vs. ‘them’
mentality that goes against the preferred Gen Edge
outlook.
GLOBAL ISSUES FEEL
FURTHEST AWAY AND
ABSTRACT
THE POLITICAL SPHERE
“Politics don't really mean anything to me. I try not to get
caught up into it too much, but I do like to know what's going
on around the globe. I just can't help but think that
everybody involved in politics are only looking to make
things better for themselves and not so much the citizens.”
- Krista
“OMG I CAN’T EVEN”
Big Global Issues: Globalization, Terrorism, Refugees, War; These
are issues that are so big, they’re difficult to relate to and have a
dissociative effect.

15. These are issues that may have a local impact but
still end up feeling out of their control.
Even though these issues can be more relatable,
because they are systemic in nature and often issues
their parents talk about, it’s harder for Edgers to feel
immediate impact can be made.
The only way Edgers feel closer to these issues is by
attaching them to an individual they know or a
personal experience they have had (labour issue,
education issue, immigration issue, etc.)
But when they can make a personal connection to
these issues, they can influence and drive the
discussion.
NATIONAL SOCIAL
ISSUES ARE STILL TOO
OVERWHELMING TO BE
RELATABLE
THE POLITICAL SPHERE
“I don’t really feel affected by politics yet because I don’t
own a home, or have student debt.”
- Aimee-Lynn
“WHOA, WHATEVER”
National Social Issues: Healthcare, Immigration, Education,
Government; These are systemic issues that hit closer to home, but
are still hard to relate to.

16. SEXISM
Violation of women’s rights is something that they are aware
of and frequently witness, to varying degrees of intensity.
“I always think about the problem of the sexualization of
younger girls because I am living it. Older men make
comments, and people yell at me from cars passing by and
trust me, I look my age.”
- Simone
“REAL TALK”
Personal & Immediate Issues: Sexism, Racism, LGBTQ,
Environmentalism, Gun Control, Animal Rights: These are issues
that they experience themselves or see others experience.
They experience them, feel them, and witness them
wherever they are. Whether in class, at practice, or on
social media, these issues affect their day-to-day and
penetrate their personal bubble.
PERSONAL AND
IMMEDIATE ISSUES
RESONATE THE STRONGEST
THE POLITICAL SPHERE
RACISM
For many Edgers, the issues surrounding racism
connects with a familiar reality that they deal with
everyday.
“I think about the killing of young black men.
I am a young black man, and I worry when
I go out to school or out with friends
…I worry about the police.”
- Harris

17. PERSONAL AND
IMMEDIATE ISSUES
RESONATE THE STRONGEST
LGBTQ
Edgers assume that there should be
tolerance, acceptance, and celebration
of the diversity in gender identity and
sexual orientation.
“If one man loves another man, then
why should they not be allowed to
marry each other?
Gay marriage is a social issue that
should be left to individuals to decide
on.”
- Samantha
ANIMAL RIGHTS
Concerns around animal testing and
the treatment of animals is something
Edgers are aware of and feel they can
do something about in their daily
choices.
“I am a huge lover of animals and it
literally breaks my heart to
see a neglected animal.
In my opinion, if you can not properly
care for an animal you should not
have one!”
- Erika
ENVIRONMENTALISM
Edgers see global warming as a
scientific reality that has immediate
ramifications. They connect with it on a
local level and believe it is a problem
that requires an action plan for the
future.
“I think we really need to start doing
something about global warming, just
helping out by reducing your footprint.
It's not just about one person, it will
affect everyone.”
- Simrin
THE POLITICAL SPHERE

18. THE CORE VALUE SET
BECAUSE THESE ISSUES TAP INTO
GEN EDGE’S 4 CORE VALUES
Which Edgers see as uncontroversial but remain divisive to older generations.
DIVERSITY
Life is not an echo chamber: having friends who look, think, or act
differently yet have the same value set is important to Edgers. They
believe differences are how you learn, stretch, and grow - the people
in their lives who are different from them are valuable resources and
present important opportunities. The rigidness of singular identities is
abandoned for the celebration of a spectrum.
“Understanding the different angles of a situation is important for self
growth, and I feel as if connecting with like-minded people helps
develop your own beliefs. However, associating myself with different
minded people helps me think outside of my own beliefs.”
- Chat

19. THE CORE VALUE SET
UNITY
Edgers support standing together, working towards a common goal,
and supporting one another - and connect with others based on a
similar value set. They want to make sure everyone feels they
“belong” and eliminate the ostracizing of others - especially when it
is rooted in the hatred and fear of differences.
“I believe that everyone should be treated equally. I also believe that
you should be very kind to other people you meet. I have seen many
times a homeless person sitting hungry on the street or someone
broke down on the side of the road who just needs someone’s help
for 30 minutes.”
- Jonathan
BECAUSE THESE ISSUES TAP INTO
GEN EDGE’S 4 CORE VALUES
Which Edgers see as uncontroversial but remain divisive to older generations.

20. THE CORE VALUE SET
COMPASSION
Edgers value being understanding and non-judgemental towards
others’ way of life. They welcome the multiplicity of expressing one’s
identity and practice empathy for others’ sufferings and misfortunes.
This also encompasses self-compassion: having patience and
understanding for one’s self.
“My number one value is compassion. This makes it impossible to
feel that someone is so different from you, based on their culture,
race, or any other characteristic, that they are not worthy of love,
respect, and empathy. I think these values are commonly shared by
many people, but I wish we saw them in practice more out in the
world and in our politics.”
- Amy
BECAUSE THESE ISSUES TAP INTO
GEN EDGE’S 4 CORE VALUES
Which Edgers see as uncontroversial but remain divisive to older generations.

21. THE CORE VALUE SET
REALISM
Dreams are great, but action is the Edger way.
“Doing” champions over planning; “making it happen” champions
over just thinking about it. This generation really embodies the
phrase “Be the change that you want to see in the world.”
“I helped my school fundraise to build a school in Nicaragua. Last
year, my school set a goal of raising $10,000 to build a school in a
poor city. I am so proud of this because it is not something I did for
myself, it is something I did to help others. I learned I should
acknowledge my privilege and use it to help others who are less
fortunate than me.”
- Guila
BECAUSE THESE ISSUES TAP INTO
GEN EDGE’S 4 CORE VALUES
Which Edgers see as uncontroversial but remain divisive to older generations.

22. IT’S NOT COOL TO CARE, IT’S COOL
TO BE A GOOD PERSON
It’s not simply about signalling they care about these social issues, it’s about living
these more intimate core values in their everyday lives.
MILLENNIALS
Tended to showcase their concern for social issues
despite how much they actually DID to support their
claims.
• Because it was expected of them
• Because it was seen as cool - showing that you’re
more progressive and altruistic
CRITICAL INSIGHTS
“I believe caring for others is a really important value to have. Doing kind things and putting yourself before others… Being
good to people is a wonderful legacy to leave behind”
- Jamie
WHEREAS GEN EDGE
Don’t have the time or interest in the bullshit of ‘showing’ they
care - they desire to help in small real ways to make things
better.
• They don’t pretend to be interested in things they don’t
understand. They focus on what is happening in their
world, amongst the people they care about
• They desire to help in small but real ways to make things
better

23. ALTHOUGH THERE ARE A
FEW GENERATIONAL STAPLES…
A handful of brands are so entrenched in youth culture that
they are lifestyle ambassadors that transcend politics and
scrutiny.
Each brand is considered established, cutting edge, and
pioneers in their industry, having carved their own way as
rebels and innovators, with a certain aesthetic that has
stood the test of time.
CRITICAL INSIGHTS
Where Millennials are brand forward, Edgers backseat
logos over the products themselves.
Logos are out and product savviness is in: more
important than a brand name, Edgers prioritize product
quality and the knowledge that they are getting the best
product.
Abandoning segregated style: Edgers enjoy the freedom
and fluidity of curating their own sense of fashion, by
mixing tried and true staples with style elements they like.
PRODUCTS
BEFORE BRANDS

24. SO WHAT DO
EDGERS THINK ABOUT
POLITICAL BRAND
CAMPAIGNS?

25. “OMG I CAN’T EVEN ”
Big Global Issues: Globalization, Terrorism, Refugees, War;
These are issues that are so big, they’re difficult to relate to and
have a dissociative effect.
WHEN IT COMES TO
BIG SOCIAL ISSUES…
BUTT OUT!
IDEALLY…
“WHOA, WHATEVER”
National Social Issues: Healthcare, Immigration, Education,
Government; These are systemic issues that hit closer to home,
but are still hard to relate to.
Choosing a brand is a personal choice, that occurs
in a personal space. Gen Edge don’t want to be
weighed down with the baggage that comes along
with a brand attaching itself to big “political” issues
(i.e. divisive opinions and social consequences).
Brands that declare that they stand for one big
“political” issue are too polarizing and exclusive.
Gen Edgers don’t have the knowledge they need on
these big “political” issues to make an informed
opinion…or understand its relevance to their
personal lives to see why they should care.

26. BUT WHEN IT COMES TO
SOCIAL ISSUES THAT
CONNECT WITH THEIR CORE
VALUES…THEY’RE ALL FOR IT
IDEALLY…
“REAL TALK”
Personal & Immediate Issues: Sexism, Racism, LGBTQ,
Environmentalism, Gun Control, Animal Rights: These are issues
that they experience themselves or see others experience.
CORE VALUES
Compassion, Diversity, Unity, Realism.
These are the values that they live their lives by.
They need to feel how a brand’s cause fits into their lives
to truly connect by engaging with one of the personal/
immediate issues they care about: sexism, racism,
LGBTQ rights, environmentalism, animal rights.
The more core values that are being touched upon, the
better: i.e. a brand could be showing how they celebrate
diversity and promote unity.
Edgers are critical thinkers and well…edgy! They
appreciate it when brand messaging comes across as
cutting edge. Otherwise, they risk being seen as stale,
disingenuous, or simply stating the obvious.

27. IN PRACTICE,
IT’S A BIT MORE
COMPLICATED

28. POLITICS AND BRANDS
A MULTILAYERED CAMPAIGN
CHEERIOS' INTERRACIAL
FAMILY
In the face of controversy, Cheerios stood their ground by promoting
interracial visibility and received a layered reaction from Edgers.
• Edgers who were racially aware and believe in a need for equal
representation applauded Cheerios for its efforts
• Edgers who are not as close to the issue were not aware of the
politics surrounding the campaign. The fact that the ad features an
interracial couple did not interest them at all; they simply see it as
normal. Instead, many saw the campaign as being focused on health
consciousness and family bonding
“It made me so happy to see an interracial relationship represented in an
ad. Representation is important. It’s an issue that connects with me
because I am in an interracial relationship.”
- Simone

29. POLITICS AND BRANDS
A PARADOXICAL CAMPAIGN
KENDALL JENNER FOR PEPSI
While Pepsi received critical attention from the world at large concerning
its controversial “protest” campaign… reviews from Edgers are mixed.
Some appreciate that the commercial connects with their values:
• Diversity: it showcases people from different cultural backgrounds
• Unity: people coming together for a common cause
• Compassion: crossing picket-lines to connect with the ‘other side’
• Realism: Young people taking action, voicing real concerns
• … and they like how it features a familiar Gen Edge icon
However, for some, the ad does not resonate. They feel the ad is in poor
taste (i.e. give someone a Pepsi and all will be right in the world) and find it
confusing; unclear what the main message was.
“This ad makes me angry. A white woman coming in and offering a Pepsi
to riot police solves the riot while people are hurt and even killed at riots all
over the world. Racial injustice is not a sales tactic.”
- Simone

30. A GOOD CAMPAIGN
ALWAYS’ LIKE A GIRL
Always’ ‘Like A Girl’ campaign received a positive response from Edgers
because they recognize the issue and the message resonates with them.
• It showcases the unconscious biases of older generations by having
young people speak out about female stereotypes
• Edgers can not only relate to the issue of sexism but are proud that
their generation embodies the belief that women are equals
• The edgy ‘reveal’ of the ad, rooted in honesty and human truth,
connects easily with the Edger aesthetic
“When I was a kid, I couldn’t play with the boys. And I was like… no, I
want to play hockey, soccer. Always shows that when you aren’t respecting
a girl, it DOES hurt - the younger generation is showing that we can
change society’s views.”
- Marie
POLITICS AND BRANDS

31. AN EXCEPTIONAL CAMPAIGN
MOTHER LEIOMY FOR NIKE
This Nike campaign featuring Leiomy Maldando has just the right amount
of everything according to Edgers.
• It connects with Edger core values and with several political issues
close to Edgers’ hearts (racism, LGBTQ rights)
• It is told through a first person narrative that feels genuine, inspiring,
and relatable
• It features a celebrity who is famous and revered in a fringe culture
• The raw grittiness of the spot gives a sense of realism and honesty
that Edgers appreciate from a big brand, while its edgy quality is
something they expect from Nike
“The main message I took away is: support each other. The ad made me
feel empowered. It is an issue that connects with me because as a woman
of colour, I am part of two minority groups.”
- Guila
POLITICS AND BRANDS

32. WHAT DOES THIS MEAN
FOR BRANDS?

33. COVERGIRL HAS FIRST
BOY ON COVER
Breaking gender norms with their first
“CoverBoy” was a bold move that
won CoverGirl some serious cred
with Edgers and paved the way for
other make-up brands to follow suit.
WHAT DOES THIS MEAN FOR BRANDS?
FINDINGS
• Segmentation based on traditional demographics
(age, gender, income bracket) is old news
• Edgers embrace the fluidity and abandon the
limitations of singular identity
IMPLICATION
• Screeners and specs need to be adjusted to reflect
the Edger point of view
• Everything from models to products featured in a
campaign needs to be re-aligned, through a more
inclusive lens
THE DEATH
OF DEMOS

34. WHAT DOES THIS MEAN FOR BRANDS?
IKEA’S “WONDERFUL
WORLD” CAMPAIGN
While lightly touching on social issues Edgers
care about, the campaign really speaks to
their core values of unity, compassion,
diversity and realism, presenting Ikea as a
‘good brand.’
FINDINGS
• Edgers believe it’s not just about signalling you care
about the ‘big social issues,’ it’s about living those
more intimate core values in everyday life, and being
a good person
IMPLICATION
• Brands need to connect with Edgers by aligning with
their core values of Unity, Compassion, Diversity and
Realism, rather than addressing specific social issues
IT’S NOT COOL TO CARE
IT’S COOL TO BE A
GOOD PERSON

35. RED ROSE - BRINGING
PEOPLE TOGETHER ONE
CUP AT A TIME
Focussing on an Edger social issue
(LGBTQ) makes the ad more
relatable. But important to remember:
always gut check that the product
connects with the issue or a
campaign can look forced.
KEEP IT
CLOSE TO HOME
WHAT DOES THIS MEAN FOR BRANDS?
FINDINGS
• Gen Edge can relate more easily to issues that they see
happening in their immediate world because…
• Big social issues are kind of scary and they lack age, experience,
facts to deal with ‘big issues’
• Global issues feel far away, distant, abstract
• Politics around big social issues are confining, narrow,
exclusionary
• Social media trolling has made them cautious to voice an opinion
IMPLICATION
• To drive brand relevance, brands need to connect with an issue
Edgers care about and can personally relate to in their everyday
life, i.e. Sexism, Racism, LGBTQ, Animal Rights, the
Environment.
• Brands need to move to support local initiatives or give Edgers
the resources they need to make a difference in schools and
communities

36. When an influencer reaches out and shares
from a genuine place of personal experience,
the campaign or brand ends feels the benefit
of that honesty— otherwise Edgers can be
so skeptical they tune it out.
DEMI LOVATO
EDGYEDGYEDGY
WHAT DOES THIS MEAN FOR BRANDS?
FINDINGS
• Edgers have grown up with a lot of upheaval – political,
economic, family
• Healthy distrust and skepticism of authority (and brands)
make them critically minded and wary of bullshit
• Edgers are well, edgy, so brands need to come across that
way
IMPLICATION
• Brands need to reflect the realities of an Edger’s day-to-day
world without coming across as as too utopian or idealistic
• Brands need to utilize the power of influence - use influencers
as a gateway into their world, have the influencer tap into a
brand’s philosophy and the shared values they have with
Edgers
• Brands need to appear credible by connecting with
established organizations that deals with socials issues so
that communications are factual
MAKE IT
EDGY

37. This campaign evolved from just creating
awareness around child labour, to a more
actionable end goal: the birth of Me to We
Day, an action-oriented student led day of
awareness building.
ME TO WE
WHAT DOES THIS MEAN FOR BRANDS?
FINDINGS
• Gen Edgers are pragmatic realists that seek usefulness
• They are self-reliant, savvy and personally responsible
• Dreams are great, but taking action is the Edger way
IMPLICATION
• Brands have to step up and take action (even something as
simple as donation matching on product purchase)
• Edgers are not as interested in brands that just help them
showcase their concern
• Brands need to only get involved when it makes sense to in
relation with their brand
BE THE
CHANGE

38. THANK YOU

39. V A N C O U V E R | N E W Y O R K | L O N D O N | T O R O N T O | C H I C A G O | M U M B A I
W W W . T H E S O U N D H Q . C O M