For those under 30, a world without playlists is unimaginable. For those up to 40, it’s a quaint nostalgic memory.
We listen to the music we want in the order we want whenever we want it. Free of stifling schedules, it’s the same for podcasts, books, articles, TV shows and movies. With the swipe of a device we can order food and household goods that arrive in a matter of hours. Limitless choice and immediacy are at the core of the modern consumer experience.
It’s addictive, and it’s shaping the political expectations of voters – the impact on public affairs will be seismic.
Generation Playlist expects our political leaders to offer the same buffet of solutions as in much of their life. They demand options, the freedom to curate their view at will, and expect results in short order.
Yet British party politics – where one cross endorses an entire manifesto – clashes with this consumer-led expectation. The result? Frustrated voters, rising tribalism and an issues-driven political landscape.
How do we protect licences to operate and safeguard corporate best interests when much of the public receives its conscience from doomscrolling TikTok and our political class are desperate to keep up? How can public affairs professionals engage this skeptical and influential demographic, mobilising them to support corporate goals?
First, we must always seek to ground advocacy in transparent, action-backed commitments. Generation Playlist rejects superficial campaigns – vibe culture is on the rise, and yet they crave authentic, values-driven moments – so public affairs must focus on verifiable actions that reflect positive principles (like measurable sustainability initiatives or ethical supply chains) supported by confident, principle-led communications.
Second, this audience wants to be activists. Co-created, bold campaigns are key. Involving Generation Playlist early in shaping advocacy tactics ensures campaigns reflect their desire for participatory experiences. Hunt on their preferred platforms to crowdsource ideas or gather feedback, ensuring our content aligns with their values – after all, peer-driven trust often outweighs faith in traditional authorities.
Edelman’s latest Trust Barometer notes that 61 per cent globally feel aggrieved when business prioritises narrow interests: co-creation fosters buy-in, reduces scepticism and boosts the receptiveness to confident, inclusive content.
In an increasingly AI-driven content world, earned media has never been more in demand. Leverage it to share compelling, transparent narratives through trusted channels – like grassroots community initiatives or noteworthy policy outcomes. It adds verifiable touchpoints, enhances credibility and helps to build trust when supported with confident, authentic messaging.
Easy access to ChatGPT and verification services means Generation Playlist demands authenticity at all times – especially on issues-based lobbying. They fact-check claims and reject performative advocacy, sniffing out inauthentic or overreaching campaigns with ease. Those organisations not fully invested in the campaign or cause can spark a viral social media backlash, undermining corporate policy goals.
That’s why by 2030, only transparent commitments, co-created campaigns and bold earned-media storytelling will likely sway Gen P. Aligning stakeholders to this seismic shift will define the future of public affairs. It’s a challenge we must meet head-on.
