Att kommunicera till en ny generation : En kvalitativ intervjustudie om svenska fackförbunds kommunikationsstrategier för att nå unga vuxna

Sammanfattning

In Sweden, trade unions make up a significant part of the labour market model, representing the interests of employees. However, as in the rest of the world, membership retention has started to dip, threatening their power in negotiating as part of their influence stems from the strength of the collective. One of the groups where membership retention has gone down is among young adults. As older union members age out of the work force this is an important group to reach to maintain union density. In this bachelor’s thesis we explore how trade unions use the means of communication in their revitalisation efforts to regain the interest of young adults by improving their image and brand awareness. Based on interviews with eight different Swedish trade unions organising different fields of work, we have found that unions use a multitude of communication channels to try to reach young adults with messages of both the personal and collective advantages that can be made by joining a union.