Activism in the TikTok and Instagram era: How NGOs can connect with Generation Z

Non-governmental organizations (NGOs) have been key players in the defense of human rights, sustainability, and social justice for decades. However, in recent years, they have seen their ability to attract and retain young people weaken. Generation Z (people born between approximately 1999 and 2010), born of a globalized and digitalized world, is characterized by its strong commitment to social causes, but also by a growing distrust of traditional institutions, including NGOs themselves .

The problem isn't a lack of interest in activism; on the contrary: today's young people are more aware of social and environmental issues than ever before; what has changed is their way of engaging in change. Compared to previous generations, who found NGOs a way to channel their commitment, the Zs prefer more decentralized, immediate, and self-managed methods. They prefer signing digital petitions, launching social media campaigns, and participating in global protests with immediate impact, rather than joining long-term structures that they perceive as slow, bureaucratic, and, in some cases, opaque.

One of the factors that has eroded trust in NGOs is the perception that many of them operate with excessive administrative burdens, which dilutes the real impact of their projects. Generation Z, accustomed to digital transparency, isn't satisfied with abstract donations or difficult-to-access annual reports. They want to know exactly how their money is being used, what concrete impact it generates, and what tangible changes their involvement brings about.

Added to this is a new understanding of social justice and activism. It's not enough for an NGO to advocate for diversity, gender equality, or sustainability; Generation Z expects these values ​​to be reflected internally in the organizational structure, salary policies, and work culture itself. Corporate hypocrisy is quickly detected on social media and can be devastating to the reputation of any organization, including NGOs.

To regain the trust of Generation Z, NGOs must question and, in some cases, reinvent themselves. Radical transparency can be a first step, using digital platforms to visually and compellingly show the destination of every euro donated and the results of their projects. Rather than extensive reports, this generation is more attracted to real testimonials (better than those from their peers), interactive videos, and intuitive graphics that allow them to quickly and directly understand the impact.

In addition to transparency, the participation model must evolve. Young people don't want to limit themselves to donating money or receiving newsletters with updates; they seek experiences that allow them to actively engage. NGOs face the challenge of developing new, more flexible, local, and digital forms of volunteering that adapt to modern lifestyles. Projects in which participants can get involved even remotely, from their devices, would make a difference.

Communication also plays a key role in this transformation. Institutional and technical language, although necessary in certain areas, no longer connects with young people and their ways of consuming information. Instead, a tone focused on authenticity, closer and more human, can be adopted. It's not just about being present on TikTok, X, Instagram, or YouTube, but about knowing how to use these spaces to tell stories that inspire and mobilize. Content must be visually striking, easy to share, and, above all, consistent with the values ​​the organization claims to uphold.

Another key element is building alliances with key figures for Generation Z. Influencers are no longer just content creators; many of them have become thought leaders on social and environmental issues . Collaborating with digital activists can be an effective strategy for amplifying NGOs' messages and reaching audiences that would otherwise be difficult to reach.

But it's not just about communication and engagement. If NGOs want to attract young people, they must also offer real opportunities for professional development. Generation Z has a keen interest in the social sector, but they view the third sector as a space with low wages and limited growth prospects. To change this perception, it's essential to create paid internship programs, scholarships, mentorships, and clear career paths within organizations.

NGOs are at a turning point. If they fail to adapt their structure, communication, and participation model to the new generations, they risk becoming obsolete. Gen Zs want to change the world, but in their own way, with immediacy, transparency, consistency, and leadership. Appealing to solidarity as a moral duty is no longer enough; activism is now seen as an experience of personal growth, with immediate effects and compatible with modern life. Because, in the new Gen Z paradigm, time isn't money, time is money.