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We spoke with ‘Gen Z for Change’ founder Aidan Kohn-Murphy about the ways in which his youth-led, non-profit organisation is leveraging social media to create exponential impact driven by digital natives.
For many, the term ‘digital natives’ is synonymous with Gen Z.
Referring to the cohort’s innate understanding of technology and its countless benefits, it encapsulates the prolific impact that social media in particular has had on mobilising the youth of today to act against injustice.
Armed with the knowledge that Gen Z’s steadfast reliance on these tools is their bailiwick, not to be criticised (as it often is) but encouraged, is Aidan Kohn-Murphy.
At just 18-years-old, he’s mastered the art of tapping into the demographic’s line of expertise through the non-profit he founded in 2020.
Called Gen Z for Change, the youth-led organisation has – to date – educated over one billion people about topics including the environment, systemic inequity, foreign policy, voting rights, and LGBTQIA+ issues.
It’s done so by leveraging highly-trafficked platforms like TikTok, on which its coalition of more than 500 creators devoted to shaping the minds of society at large are directing Gen Zers on how to harness their voices for good.
The success of these efforts so far is what’s earned Aidan the title of ‘an unlikely leader of America’s largest and fastest-growing media empire.’
We had the opportunity to speak with him and see if this statement holds true.
‘I never set out to create a non-profit,’ says Aidan, explaining that Gen Z for Change began as @TikTokforBiden, a group of predominantly political content creators using their following to ‘defeat Trump and his hateful opinions.’
Back then, it provided an alternative media platform for the Democratic candidate to connect with hard-to-reach young voters.
It's so important to get young people out to the polls this November! So go vote! @iamwandasykes told you to 😘 pic.twitter.com/elyLUNisqL
— Gen-Z for Change (@genzforchange) October 22, 2022
Now, the movement’s purpose stretches much further, fuelled by its almost-immediate popularity among those making the videos and those watching them during its days under a different moniker.
‘Our goal wasn’t just to get Biden elected, it was to bring about change,’ says Aidan.
‘But TikTokforBiden snowballing the way it did is what prompted me to think as big as I have. To uncover a means of utilising this giant coalition of content creators we had assembled to make a real difference.’
Gen Z for Change is the outcome of this pursuit.
Throughout the last two years, Aidan has worked tirelessly to rebrand and build his internal team of advocates and activists, most of whom have online presences that span a wide range of subject areas relating to social change.
@genzforchange If you are able to, donating to ab0rtion funds is the most important thing you can do❤️ #genzforchoice #genzforchange ♬ This Wisp Sings by Winter Aid but slowed down – lastmanstanley
‘The issues that I care about are shaped by my experiences, therefore everyone is going to care about different things,’ he continues, alluding to the fact that activism is inherently multifaceted, especially across a demographic with firm presences in all corners of the globe.
‘What drives me is the principal of making sure young people are uplifted and included in the conversation because I know that Gen Z is not a monolith.’
‘Additionally, there’s an opportunity for individuals telling their stories to lead that charge. What you can do on social media that the traditional media doesn’t do is provide the perspective of those whose lives are most affected by these issues. When you show these realities, you’re able to place a unique focus on the issues themselves.’
Externally, the organisation partners with a network of other non-profits, influencers, and celebrities to produce the multimedia content it’s renowned for, all of them with a shared interest in using their platforms to support progressive causes.
This is what lays the groundwork for Gen Z for Change’s campaigns, the most recent being #PeopleOverPrime whereby creators pledged to stop advertising Amazon products on their platforms.
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Attracting a significant amount of coverage for hitting the conglomerate where it hurts – ‘one of Amazon’s key marketing strategies is using influencers to appeal to young people,’ says Aidan – it’s a notable example of Gen Z for Change’s trailblazing approach.
