Dear John,

Only 50% of Generation Z participated in the last election, making young people the least politically engaged in voting for a better future.

It’s not that these 18- to 25-year-olds are uninformed or don’t care—quite the opposite. They care immensely, but polls show that 41% of them feel disregarded by older generations, and 65% feel dismissed in the current political conversation.

Inequality Media is changing that conversation and drawing in Generation Z.

We’ve launched a TikTok channel that is finally speaking to Gen Z—using the trends they’re tuned in to, conveying critical information about our economy and democracy, and it’s working.

5.5 million likes. 369,000 followers. “Megaviral” ratings—including 1.9 million views on one of our latest videos about why it’s not “radical” to want to form a society based on justice and dignity.

We know we’re breaking through, but given the stakes and our recent successes on the platform, we need to take our TikTok initiative to the next level. With your help, we can expand our production budget to hire Gen Z digital natives as rapid video editors, and dramatically increase our output of TikTok videos.

To reach the critical Gen Z and millennial voters who will help decide our future, we must go where they live: social media, and increasingly, TikTok. Will you make a donation and help Inequality Media ramp up our online presence, including on TikTok?

Progressives can be behind the curve on communications strategies that reach Gen Z. Meanwhile, the right-wing propaganda machine is leaning into Gen Z, including the extremist PragerU, which has poured enormous resources into attracting young people in order to spread misinformation. 

But Gen Z and millennials want to know the truth. And they’re ready to take bold action to inherit a livable, more fair future.

That’s why our videos on Medicare for All, a wealth tax, fossil fuel subsidies, and raising the minimum wage have gone viral on the platform they're using most right now.

And we don’t just put videos online indiscriminately. We test out what works, what doesn’t, tracking results carefully and learning how to get our message out in the language of today’s social media ecosystem. 

Our deliberate work is why followers have said things like “Your team puts out some of the best content on TikTok.” And “I love how you’ve used TikTok trends to capture the attention of those who weren’t catching what you’ve had to say before.”

And Crooked Media said on Twitter about our work, “If you’re not following @RBReich on TikTok, you are missing out.”

Generation Z could be a political powerhouse and the lynchpin to bringing about a better world, if we can just get them involved. We need to ramp up our TikTok work and be prepared to respond to ever-shifting social media algorithms and trends in real time. And we can only do that with your help.

Please donate today and help us continue to grow our following where young people live: on the internet, and on TikTok.

Thanks for all you do,

Robert Reich                                      
Inequality Media