Daggy Shirts, Daggy Slogans? Marketing Unions to Young People

Janis Bailey · Robin Price · Linda P. Esders · Paula K. McDonald

48 citations0/0 files storedJournal of Industrial Relations

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Labor Movements and Unions Employment, Labor, and Gender Studies Management and Organizational Studies

Abstract

In light of declining trade union density, specifically among young workers, this article explores how trade unions recruit, service and organize young people. Our focus is the way in which trade unions market their services to the young. We use, as a lens of analysis, the services and social marketing literature and the concept of an ‘unsought, experience good’ to explore trade union strategy. Based on interviews with a number of union officials in the state of Queensland, it is clear that unions see the issue of recruitment of young people as significant, and that innovative strategies are being used in at least some unions. However, the research also indicates that despite union awareness, strategies are uneven and resource allocation is patchy. While the research was carried out in one state, the results and conclusion are broadly applicable to the Australian labour movement as a whole, and have implications for union movements in other Anglophone countries.

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References

1970Information and Consumer Behavior 2008Qualitative Methods in Business Research 2000Breaking the Iron Law of Oligarchy: Union Revitalization in the American Labor Movement 2002Why Fewer Workers Join Unions in Europe: A Social Custom Explanation of Membership Trends 2001Managing Our Future: The Generation X Factor 2000Organizing unionism comes to the UK 2001Remodelling marketing communications in an Internet environment 2005Youth-adult differences in the demand for unionization: Are American, British, and Canadian workers all that different?

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2019The Realities and Futures of Work 2014Trade union membership retention in Europe: The challenge of difficult times 2019Unions, social media and young workers—evidence from the UK 2018Emergent Cultures of Activism: Young People and the Building of Alliances Between Unions and Other Social Movements 2020Organizing Matters 2018How can trade unions in Europe connect with young workers?

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