Today's youth is far from homogeneous. It's a mosaic of profiles, passions, and often contrasting aspirations. At Insign, we believe there's not just one, but thousands of youth narratives. For the Civic Service Agency, understanding this diversity is crucial to better meet the expectations of young people, guide them in their civic engagement, and offer them a unique experience.
A variety of aspirations and realities
Young people between 16 and 25 are marked by sometimes opposing aspirations. Some, inspired by Greta Thunberg, advocate for the environment, while others are drawn to fast fashion or dream of becoming influencers. This duality highlights the plurality of personalities, desires, and needs among the youth.
Moreover, young people do not form a homogeneous group. Their educational backgrounds, social environments, and statuses — student, employed, job seeker, NEET — influence their needs and aspirations. A common need for identification persists: the search for guidance and meaning, whether through social engagement or other personal and/or professional expressions.
A pressured environment
Each generation faces societal expectations for evolution or even revolution, often with innovation, performance, or commitment. This pressure is exerted from a young age, both academically and professionally. Society expects young people to succeed, engage, and take action; it's a society in which they must find their place.
These challenges are also transforming the workplace. Young talent is seeking flexibility, purpose, and alignment with their values. To attract these talents, organizations must rethink their offerings and conditions, integrating these new requirements. Similarly, the Civic Service Agency is shifting from a narrative of engagement to a promise of a unique and transformative experience.
* For more information, check out our White Paper: The Ideal HR Policy for Young French People
Communication strategy for the Civic Service Agency
The Civic Service Agency (CSA) is well-known among young people, but its missions often remain unclear. It is therefore crucial to clarify and make its offerings more accessible by adapting to the diversity of profiles. To achieve this, differentiated marketing is key. By segmenting young people based on their profiles, statuses (student, job seeker, etc.), geographical locations, as well as their diverse passions and energies, Insign & CSA have been able to offer tailored messages and content. This strategic approach meets the specific needs of each segment and creates targeted campaigns that capture the attention of young people, engage them in civic missions serving others and society, and resonate with their aspirations and expectations.
▶️ Discover our support for the Civic Service Agency
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Today's youth is diverse and complex. For institutions like the Civic Service Agency, recognizing this diversity is strategic. By adopting authentic and tailored communication, it's possible to capture the attention of young people, engage them, and support them in a changing society. The key lies in recognizing the multifaceted nature of this diverse youth while leveraging these aspects to align the diverse expectations of young people with the missions offered by the Civic Service.
