“Think of the children,” “for the sake of our children and grandchildren” – if lip service were anything to go by, the concerns of future generations would be in excellent shape. The reality in one of the most aging societies is different: the interests of young people often receive little space in the media and politics, 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 hugely committed youth council, the Generation Foundation has set out to change this and bring an unmistakable voice of the younger generations into the debate. However, this requires penetrating the daily “information overload” and the dominance of the world’s gray-haired commentators – a major challenge not only in journalism, but also in social media. This project can only succeed if we recognize which media and opinion leaders offer a real opportunity for such a voice and when the optimal times are.
The Generations Foundation relies on the Neutrum AI Targeter from Hase & Igel , supplemented with NLP (natural language understanding) technology from the Neutrum Themanavigator . The cloud-based software continuously combs through all public communication in journalistic and social media, filtering out those contributions and reactions that truly focus on generational justice rather than mere empty phrases. AI-supported 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 activity on the topics, the positivity toward the concerns, and the response received. The “Send Time Optimization” functions in the AI Targeter also clearly show the most worthwhile times to be active on which channel.
The Generation Foundation identifies the best influencers and discussion partners and invites them to background discussions – with great success and a significant expansion of its media presence. Its own online and social media channels are refocused on those that promise the greatest leverage, and editorial schedules are optimized for prime broadcast times. This significantly increases the activation of the primary target audience as well as influencers on the web and social media.
German