“Think of the children,” “for the sake of our children and grandchildren” – if it were all about giving lip service, then the concerns of future generations would be in great shape. However, the reality is different. In Germany, a society with a high median age, one of the highest in the world, the concerns of the youth often receive little attention in the media. More is spoken about them than with them. And their future prospects are becoming increasingly bleak – from demographic change to the climate crisis to national debt. With prominent supporters from business, science and society, and a very committed youth council, the Generation Foundation has set out to change this in order to bring an unmistakable voice of the younger generations into the debate. This requires penetrating the daily “information overload” and the dominance of the world’s gray-haired commentators. That is a major challenge not only in journalism, but also in social media. The project can only succeed if we recognize which media and opinion leaders offer a real opportunity for such a voice and what the best time is to reach people.
The Generations Foundation relies on Neutrum AI Targeter along with NLP (Natural Language Programming) technology from Neutrum Topic Navigator. This cloud-based platform continuously combs through all public communications in journalistic and social media, filtering out the contributions and reactions that focus on generational justice rather than mere empty phrases. AI-based analysis identifies the authors (if their names have been published) and determines the channels of publication and distribution. Media outlets and opinion leaders are prioritized based on activities around given topics, the particular concerns, and the response that they have received. And the “Send Time Optimization” functions in the AI Targeter clearly show the best times to be active in different channels.
The Generation Foundation identifies the best influencers and discussion partners, inviting them to background discussions – with great success and a significant expansion of its media presence. The relevant online and social media channels are refocused on those that promise the greatest leverage. Editorial schedules are optimized for prime time. This significantly increases the activation of the primary target audience as well as influencers on the web and social media.
German