The Global Issues That Matter Most

In our last report, we shared the sentiment amongst the youth that Hip Hop has surpassed society at large in adequately addressing global issues. So which specific issues are we talking about here? Gen Hip Hop ranks (1) Poverty, (2) Climate Change, (3) Food Supply, and (4) Education as their top global issues; differing from the national data which indicates 60% of Americans most concerned with Terrorism. (Source)

With 42% of Millennials and Gen Z identifying more as a global citizen than as a citizen of their country (Spotify), brands should adopt a more globalized approach when trying to reach the youth.

Strategy IRL

Earlier this month, Jaden Smith celebrated his 21st birthday by launching his own vegan pop-up food truck, the “I Love You Restaurant,” serving free vegan meals to the homeless in Los Angeles’ Skid Row. (REVOLT)