The Economist: Opening minds in a closed world – purpose-driven brand engagement

The Economist, a weekly magazine, attracted a younger generation of readers across the UK by launching a platform that helped them navigate the forces that shape the future.

Campaign details

Brand: The Economist

Campaign Overview

The Economist needed a new generation of younger readers - but today's younger generation is jaded by news.

Believing the world has become "toxic to truth" and closed minds have the loudest voices, the title needed to prove serious journalism shouldn't be confused with journalism as entertainment.

Strategy

Research identified the "globally curious" people interested in politics, business, current trends and future technology.

But it also showed they were jaded by superficial, specious news sources, and unsettled by closed minds with loud voices.

Worryingly, many saw The Economistas a "right-wing...

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