US union membership has plummeted. But young workers are organising, pushing companies to rise to the occasion and meet their demands for better conditions on the job.
But Gen Z organisers don't only have new demands; they're also organising new industries, including"When we first started taking on Starbucks, there were a lot of people in the union world who were like, 'this is not a good target. This is not reasonable'," says Brisack."Because it's tiny workplaces and a company that's going to fight it, and really high turnover so you're reinventing the wheel every few months.
"Obviously, we're not going to get pensions and a lot of things that unions were able to get in the past in some industries – at least not without really,solid union density," they say."But I think we can change the standard of living from, 'these are poverty jobs' to being able to have a career and be long-term workers in these roles without sacrificing a standard of living."Beyond being enthusiastic about organising, Gen Z is also just plain good at it.
Their tactics have evolved faster than companies' union-busting efforts, and Gen Z-led protests have drummed up major public attention and support. Organisers at the media outlet Business Insider, for instance, utilised a; some experts say this technique catalysed executives to recognise the union after a 13-day strike.
This social innovation can offer a kind of insulation against employers' efforts to prevent unionisation, says Bronfenbrenner."Creativity puts the employer off guard because the workers are having fun. They're not supposed to be having fun when there's an anti-union campaign; they're supposed to be scared and intimidated. When unions do creative things like use memes, it turns that whole climate of fear and conflict on its head.
Data from the Pew Research Center research has shown public sentiment towards corporations is increasingly negative. And the public is more likely to support workers moving against them, she says even when it creates inconveniences like
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