We're talking all things Gen Z/youth moral panics this episode with Konrad Collao, founder of Craft, the strategic insight agency that put humans at the heart of decison-making.

You can follow Konrad on LinkedIn here and find out more about Craft here.

We talk about Craft's research for Channel 4 and other youth publications they've done;

Other things Konrad talks about

Movember's work with The Good Side about young men's health in a digital world

Book recommendations

• Bobby Duffy's Generations and Perils of Perception
• Dr Eliza Filby, Inheritocracy
• Sam Friedman, the Class Ceiling and Born to Rule
• Jonathan Hait, the Anxious Generation and the Righteous Mind

This episode we speak with Lyndsay McDade, Fearless Scotland Manager at Crimestoppers, the charity offering support to 11-18 year olds to raise awareness of issues relating to crime as well as providing anonymous ways to report it. A partnership with Police Scotland and the Scottish Government led to a campaign to tackle the rise in sextortion tacking children and young people, a large proportion of which are male.

Connect with Lyndsay on LinkedIn and here’s more about Fearless

Find out more about their Sextortion campaign here

Things Lyndsay talks about

• The importance of not assuming anything around understanding of a topic, including the language used
• Co-creation that is continued throughout a process (i.e. not just asking for input then stopping), seeing that through to results and impact
• Making the process enjoyable for young people, bring food, pay for time!
• Getting ‘out there’ and connecting with communities; building real life connections with groups and organisations working with key audiences and/or topics related to your work

Recommendations

• Young Scot for their excellent youth content
• Centre for Social Justice and their report Lost Boys
• CLD Talks for their podcast on local activity in Scotland
• The British Transport Police on TikTok

This episode we're speaking with Tom Cullen, who's the co-founder of opinion sharing app Zoplo. With a growing Gen Z audience of 80k plus, numerous viral social accounts popularising discussion topics the app shares, Tom talks about building a youth-focused app, involving them in the process, and developing content that engages and entertains youth audiences.

Find out more about Zoplo

Follow Tom on LinkedIn

The three things Tom recommends to better engage youth audiences are; making conversations about them rather than your own brand/organisation, join the conversation in an authentic way rather than trying to 'speak Gen Z', and use humour when you can, which might involve better understanding the content world they're in.

Extending this to working with young creators, Tom talks about the importance of structure and not assuming anything about work experience and practice to ensure clear communications.

Books Tom recommends; Polling Unpacked: The History, Uses and Abuses of Political Opinion Polls by Mark Pack

and Pixar Storytelling: Rules for Effective Storytelling

TikTok accounts he recommends;

Pick'em (@pickemstore)

Brenden @brendenlmao

European Kid @theeuropeankid

Zoplo on TikTok @Zoplohalloffame