Brazil is just one part of a much bigger story. From France, India, and Serbia to Vietnam and Morocco, teens and 20-somethings are mobilizing against inequity, corruption, rising cost of living, and an establishment they see as increasingly out of touch.
Photo by Miguel Medina/Agence France-Presse via Getty Images.
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HOW THIS IS PLAYING OUT IN CULTURE
The streets still matter. In a hyperconnected world, showing up IRL remains a powerful form of protest. From Paris to Rio de Janeiro to New Delhi, mass demonstrations have disrupted daily life, putting pressure on those in power, and drawing global attention. In Brazil, a student march in Niterói helped spark the movement that spread nationwide. And while fandoms and street protests were big driving forces, the youth also united to talk to neighbors, take elders to voting stations, and organize long-distance travel to vote. In France, students protesting overcrowded classrooms, teacher shortages, and crumbling school buildings created a national ripple effect. Viral videos capture everything from teens being hit with tear gas to lighter “aura battles” against police officers and school principals.
Private messaging apps are the go-to organizing tools. More than 15 years after Twitter helped fuel the Arab Spring, private messaging apps remain the backbone of grassroots mobilization. In France, students used Snapchat groups to spread the word from school to school, coordinate demonstrations, and regroup as protests moved. Chats hit their 200-person limit before splintering into smaller groups, while disappearing messages and Snap Maps helped keep coordination fluid and locations easy to find. In Brazil, WhatsApp became a campaign force of its own. Congressman André Janones, a Lula ally, launched the channel “Lula’s Army” to share long-form interviews with the candidate. By the runoff, it had grown to more than 10 million members.
Gen Alpha is joining the movement. Gen Z’s activism is inspiring the next generation. In India, students under 16 have staged sit-ins to protest deteriorating school conditions, drawing inspiration from the Gen Z-led demonstrations they watched unfold over the summer. In France, student protests that began on the outskirts of Paris have spread nationwide, with thousands of high schoolers blockading their schools. Now, parents are joining in, sometimes bringing their younger children along.
Photos from left to right: Photo by Brian Snyder via Reuters. Photo by Christophe Archambault/Agence France-Presse via Getty Images. Photo by Gabriel Bouys/Agence France-Presse via Getty Images.
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WHAT IT MEANS FOR MARKETERS
Know when to join the convo and help materially, not performatively. When it comes to social and political movements, listen to the real needs of activists. Consider what genuine support looks like for social movements that align with your brand values. Young people are growing weary of brands that use social causes just for personal profit.
Fandom is a distribution network. Fan communities are doing more than celebrating the shows, movies, and artists they love. They’re organizing, creating content, and moving ideas at scale. Their cultural fluency and collective energy can make them powerful amplifiers. Collaborate with fan communities and cultural insiders as creative partners, not just media placements.
The next generation is already in motion. Gen Alpha has watched older generations organize around issues that impact their everyday lives. Now, they’re borrowing Gen Z’s tactics, language, and digital playbooks to turn shared frustrations into collective action. For brands, it’s a reminder that younger audiences aren’t just passive future consumers. Even before they reach tweendom, they’re active participants in culture who are developing their own values, shaping political and social causes, and influencing the people around them.
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For more on how Gen Z’s have flexed their growing political power since the pandemic, check out We The (Young) People.
