Building Narrative Power
Using data-driven research to engage people
How Gen Z Engages with Democracy: New Research from Brazil, Kenya, and Spain
Comms Hub and its partners, D-Hub and Las Escuchadoras, announced the release of a new research series exploring how Gen Z engages with democracy in the digital age. The series comprises a Transnational Playbook and three country-specific Playbooks from Brazil, Kenya, and Spain, offering practical insights into the narratives, values, influencers, and online conversations shaping how young people understand society, public life, and democratic participation.
Drawing on extensive digital research and narrative analysis, the Playbooks examine how Gen Z discusses issues such as identity, economic opportunity, belonging, safety, gender, fairness, community, and social change on social media and digital platforms. The research finds that while many young people do not typically use the language of politics, institutions, or democracy to describe their concerns, democratic values are often embedded in conversations about the issues that most directly affect their lives.
Across all four Playbooks, several common themes emerge: young people engage most strongly with issues that have a direct impact on their daily experiences; personal stories and lived experiences often resonate more than abstract policy discussions; questions of identity, dignity, and belonging play a central role in public discourse; social media creators and online communities are increasingly influential in shaping civic conversations; and gender-related narratives have become some of the most influential and contested spaces of debate.
The Brazil, Kenya, and Spain Playbooks provide in-depth analysis of country-specific dynamics, while the Transnational Playbook identifies broader patterns and shared trends across contexts. Together, they offer practical recommendations for engaging younger audiences, building trust, and developing communications strategies that resonate in contemporary digital environments.
At a time when democratic institutions face growing pressures around the world, the research highlights the importance of listening to the spaces where young people are already communicating, understanding the narratives that shape their worldviews, and engaging in ways that are authentic, relevant, and grounded in lived experience.
The project was supported in part by a grant from the Open Society Foundations.
New DemPulse Research: How Gen Z in Europe Practices Democracy
New research from Comms Hub's DemPulse 2026 series, co-funded by the European Union's CERV (Citizens, Equality, Rights and Values) programme, finds that Gen Z in Europe rarely talks about "democracy" explicitly, yet democratic values are deeply embedded in the conversations they have online. Analysing social media content across France, Germany, Italy, Poland, and Spain, the study finds that young people frequently engage with issues of dignity, fairness, belonging, accountability, and social change, even when they do not use the language of democracy or formal institutions.
The research shows that institutions most often enter these conversations through demands for action or criticism when they are perceived to be failing people. Across all five countries, Pluralism-Affirming narratives are more prevalent than Pluralism-Restricting narratives, although debates become more contested around topics such as gender and economic precarity, where competing narratives often draw on the same underlying grievances while pointing toward different causes, responsibilities, and solutions.
The findings also reveal clear patterns in what spreads online. Across countries and platforms, content performs best when it connects a concrete problem to a lived experience, identifies who or what is responsible, and offers a credible path forward. Personal stories, visual memes, short-form video, and low-production formats consistently attract engagement, often matching or outperforming more polished content.
Together, the findings suggest that young Europeans are not disengaged from democratic life. Rather, they express democratic values through the issues they prioritize, the stories they tell, and the ways they participate in digital spaces. For communicators, policymakers, and civil society organizations, the implication is clear: meaningful engagement with Gen Z begins not with abstract appeals to democracy, but with the everyday concerns, values, and experiences that already shape their conversations online.
Who we are
Comms Hub builds the narrative power of civil society through research, ideation and CSO-led action to engage people. We produce actionable insights that translate research into practical communication strategies. We are based in Europe and work across topics and geographies.
Collaboration and ideation are at the core of our work. We partner with civil society organizations and communities to strengthen their narrative power and expand their reach.
As a network of organizations, Comms Hub delivers advanced digital research, opinion analysis, campaign support and grantmaking. Our mission is to empower civil society in their communication efforts to strengthen democracy and human rights.
Our vision
We envision a world where everyone can actively participate in constructive public dialogue, fostering diverse perspectives and free, equitable, and democratic societies.
Our RIA impact framework
Research-Ideation-Action drives sustainable narrative change. We also regrant to support CSOs’ evidence-based campaigns.
Research
Comms Hub’s research encompasses digital research and public opinion research.
Our digital research tracks and analyses online narratives to understand how democracy is being shaped—and challenged.
Our public opinion research utilizes polling, focus groups and other methods to understand the attitudes underlying public sentiment. From this we can understand segments within broader populations.
Ideation & Strategy
The ideation phase transforms our research insights into strategic action through briefing sessions with civil society. Our briefings unpack our digital and public opinion research, such as platform-specific trends, emerging narratives, and strategic opportunities for democratic discourse.
Through focused workshops, we enhance civil society’s ability to apply research to data-driven strategic communications.
CSO-led Action
Comms Hub supports civil society organizations (CSOs) in designing and implementing civic engagement campaigns—either individually or in collaboration with other CSOs. Our Action phase includes, setting clear campaign objectives, building a tailored monitoring, evaluation, and learning (MEL) framework. We guide CSOs through iterative implementation and post-campaign evaluation to ensure continuous learning and impact.
Meet the Team
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Christal Morehouse
Executive Director
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Wanda Sanchez
Global Digital Research Lead
Our Associated Consultants
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Luis Espinosa
Financial Consultant, ETL NEXUM
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Miriam Mir
Independent Consultant – EU and International Project Management Support
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Matthew MacWilliams
Global Public Opinion Strategist
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Anvee Tara
Communications and Campaign Lead
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Annette Atieno
Communications Lead for the Building Effective Communications to Engage Gen-Z Project
Meet the Board
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Jee Kim
President
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Xavier Prats Monné
Board Member
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Maria Golovanevskaya
Board Member
