Key findings:
Leaning towards the left: The majority of Romanian high school students (78%) have a left-wing orientation on the ideological spectrum. They support an active role for the state in ensuring well-being and advocate for strong social policies.
Prioritizing individual rights and freedoms: Over 90% of students believe the state should guarantee quality healthcare, education, and equal rights for all citizens. However, there is ongoing debate and disagreement among them regarding specific issues like compulsory military service, internet censorship, and LGBTQ+ rights.
Gender differences: Significant differences in ideological orientation are observed between boys and girls. Girls generally hold more progressive views on individual rights, gender roles, sexual minority rights, and freedom of expression, while boys tend to lean towards more conservative stances on these issues.
Political awareness and participation: 82% of students believe their vote matters or will matter in the future. However, 18% (nearly one in five) believe their vote has no impact on political decisions, indicating a lack of trust in the democratic process.
Limited knowledge of political institutions: The perceived level of information among high school students regarding the roles and prerogatives of political institutions is below average (4.58 out of 10). They have the most knowledge about the mayor's role, followed by the Romanian President. The least known are senators and deputies, followed by party leaders and, for Bucharest residents, the general mayor of Bucharest.
Implications:
Understanding youth perspectives: The study provides valuable insights into the values, priorities, and concerns of Romanian high school students. This information can be used to tailor educational programs, civic engagement initiatives, and policy decisions to better address their needs and interests.
Promoting informed participation: Efforts should be made to enhance political literacy and empower young people to participate meaningfully in the democratic process. This includes providing accurate and accessible information about political institutions, encouraging critical thinking skills, and fostering a culture of active citizenship.
Addressing gender disparities: Attention should be paid to the differences in ideological orientation between boys and girls. This could involve promoting gender equality education, encouraging open dialogue and respectful debate on diverse viewpoints, and fostering inclusive environments that value the perspectives of all genders.
Overall, the study highlights the importance of understanding the evolving values and perspectives of Romanian youth. By engaging with them in meaningful ways and addressing their concerns, we can empower them to become informed, active, and responsible citizens who contribute positively to society.
Implications for Brands:
Appeal to social consciousness:
Highlight your brand's commitment to social responsibility: Emphasize fair labor practices, environmental sustainability, and community engagement initiatives. This will resonate with students who prioritize social well-being and an active role for the state.
Support causes they care about: Partner with NGOs or charities that align with student interests like LGBTQ+ rights, environmental protection, or educational equity. This demonstrates your brand's alignment with their values.
Promote authenticity and purpose:
Move beyond superficial messaging: Focus on the purpose behind your brand and how your products or services contribute to a better future. This will connect with students who are looking for meaning beyond just material possessions.
Embrace transparency and open communication: Be upfront about your brand's practices and values. Address concerns openly and authentically. This builds trust with a generation skeptical of traditional marketing tactics.
Tailor your approach based on gender:
Consider the differences in ideological orientation: Girls may be more receptive to messaging that promotes gender equality or body positivity. Boys might connect with content that emphasizes achievement or competition. However, avoid relying on outdated gender stereotypes.
Leverage digital platforms and influencers:
Be present where they are: Engage with students on social media platforms like Instagram or YouTube. Partner with relevant influencers who resonate with their interests. This creates a more organic and authentic connection.
Focus on user-generated content: Encourage students to share their experiences with your brand and participate in challenges or contests. This fosters a sense of community and empowers them to be brand ambassadors
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