A Report: Young Americans Disapprove of Trump at Unprecedented Levels

According to a new tracking poll released by DoSomething.org and TMI Strategy, young Americans overwhelmingly disapprove of Donald Trump and his policies. For all areas where a direct comparison is possible, youth disapproval of Trump exceeds that of the general population. Specifically, American youth disproportionately disagree with Trump’s actions regarding immigration and border security.

Additionally, across a broad set of issues and policy areas, America’s young people are increasingly taking sides. On nearly every issue/policy asked about in the YATP, the percent of young people with no opinion decreased following the election.

The biggest gains in agreement went almost exclusively towards traditionally liberal positions. On topics ranging from climate change, to immigration reform, to the legalization of marijuana, a new consensus is forming among young Americans.

In this report, we’ll take a deep dive into:

115 Million Watched. 10 Effectively Reached.

Eyeballs aren't everything.

Sure, 115 million people are watching the big game...and maybe even tuning in just to watch the ads. But, unfortunately, effective advertising isn’t merely about eyeballs anymore. Certainly not when it comes to reaching young people—those with purchasing power expected to exceed $200 billion in 2017 alone.

Why? It’s not merely because millennial TV viewership is on the decline, which it is. And it’s not just because attention spans among young people are worse than a goldfish’s, which is also true.

Read here to find out why.

Trends to Watch in 2017

With the start of a new year, it’s time to forecast the trends that will grow and thrive in 2017.

Here are TMI Strategy’s top three predictions related to marketing to young people that we believe will really take off in the twelve months ahead. Read more...

4 Keys to Reaching the Hearts (and Wallets!) of Millennial Donors

Remember when fundraising was simple?  From the channels through which you can now engage donors to how young people expect these communications to take form, fundraising today is anything but straightforward. The traditional (read: predictable) ladder of engagement has evolved into something that looks more like a jungle gym, complete with helpful bars that can hoist you to the top and unexpected pitfalls that need to be carefully navigated.

Check out our four tips to help you navigate this new jungle gym of engagement.

Fight for the User

Fight for the User: This is our mantra, our north star. Painted big and bold on our wall at DoSomething.org/TMI Strategy.

It’s our constant reminder that activating young people is not about getting them to like our Instagram post, sign up for our cause campaign, or buy your product.

Read on why this is the only marketing strategy you need to know.

Why Trying To Be Authentic is Like Hillary Trying to Dance on Ellen* *Even this title is trying too hard.

Authenticity. Every brand strives for it, and that’s the problem. Trying to be authentic is like trying to be cool: the moment you think about, you’re toast.

Even the concept itself is difficult for brands to wrap their arms around…but not for lack of trying (you know what I’m talking about: the “real people, not actors” ads, the (over)use of emojis in an attempt to appear current,…).

Of late, it feels as though latching on to a cause is the “authentic” silver bullet-du-jour.  But consumers — young people, in particular — are becoming increasingly skeptical of cause marketing efforts.

Here's how to connect with what young people are demanding without turning it into a marketing ploy. And see how ModCloth is nailing it!

Millennials: Truths, Lies, and What They’re *Really* Doing on Their Smartphones

In the past year, millennials and teens have been accused of killing the Olympics, breakfast cereal, the workplace, cars, credit cards, McDonald's, Home Depot, manners, class, golf, all of retailing, running, and paper napkins. (These are all real examples!)

Beyond their kombucha-fueled rampage through countless industries, young people are consistently called lazy, self-centered, narcissistic, and entitled. (Now this is a great Google hole to fall into.) They’re also maligned for their use of technology, mostly by older generations that have no idea how to use said technology.

Taken at headline value, millennials (and the teens coming of age behind them) are the most problematic generation in modern history.

But this narrative could not be more wrong.

DoSomething.org and its consultancy arm, TMI Strategy, conducted its 2016 Survey of Young People and Civic Participation and found that America's young people are highly engaged in their communities and the world at large. They volunteer at high rates and use technology to not only connect with peers but also as effective tools to improve their communities, Plus, they view their generation as central to fixing the problems they inherited. And all this while being the healthiest and most responsible generation yet. Wow.

Read on. And let these young people surprise you. 

5 Keys to Engaging Young People (Screw Awareness; We Want Action!)

Let’s be honest….engaging young people is tough.

We’ll admit it…and it’s our job!

Getting this hard-to-reach generation with short attention spans and a demand for instant gratification to act on your social good initiative is just plain hard.

Busting Myths About Young People

At TMI and DoSomething.org, we’re often asked by companies and organizations for the secret to engaging young people or the magic bullet to getting Millennials to take notice.


Should I Invest in Student Ambassadors?

Should I Invest in Student Ambassadors?

We all know the value of a great testimonial. I’ve used peer reviews for everything from where to get my clothes tailored, to who should perform major surgery on my foot!

For young people, the power of a peer review is even greater: