SELFHOOD on: Vaccination.
by Adele Lefebvre du Prey
Britain opened up vaccinations to 23-24 year olds this week, and the slots flew off the proverbial shelves like hotcakes. More than 10,000 were being booked each hour. Young people want to be vaccinated.
But not everyone is convinced.
But not everyone is convinced. Vamika, 22, expressed that the main concern is the lack of years of testing and the lack of knowledge of the long term effects. However, her overriding feeling is that, once vaccinated, she can travel and see family without being concerned about spreading the virus. So, in spite of a natural level of hesitancy, it’s a no brainer.
Austin, 23, explained that his decision is heavily influenced by those in positions of social power: “Listen, if LeBron James isn’t trying to get the vaccine, like maybe I don’t want it, you know?”. With it now being impossible to sneeze without encountering some sort of fake news, the responsibility of credible news sources, as well as cultural tastemakers, to share the correct information with the younger generation has never been quite so profound.
Listen, if LeBron James isn’t trying to get the vaccine, like maybe I don’t want it, you know?”.
Facebook, for example, flag all Covid related posts and direct users to reliable sources. But a platform like Facebook is put in a potentially problematic position once they deem themselves arbiters of truth. So, particularly in the supposed ‘post-truth’ era, maybe the lesson here for brands is that their best bet is to just not get involved?
But the Next Gen grew up with Twitter. In their world, everybody has an opinion. And they’ve got a place to share it - whether anyone else wants it or not. LeBron James’ silence on what is ostensibly a private issue was interpreted as if he had proclaimed to the hills that he was an anti-vaxxer. So, rightly or wrongly, the Next Gen want to hear from those they look up to. Radio silence doesn’t cut it. They expect more from the athletes they watch, the musicians they listen to, and the brands they support. They want people in positions of power to tell the truth and for brands and those with social influence to stand behind the right things. Or, at a bare minimum, to stand behind something.
They want people in positions of power to tell the truth and for brands and those with social influence to stand behind the right things. Or, at a bare minimum, to stand behind something.
Vaccination passports open up a whole new can of worms. Camilla, 23, London, feels conflicted. ‘Hot Vax Summer’ is a very real thing. But since young people are back of the queue, there is a feeling of waiting to join the freedom. Camilla, in spite of this, acknowledges that “opening up everything to people who haven't been vaccinated is dangerous”. With so many livelihoods depending on the reopening of society, it is possible that the benefits of vaccination passports outweigh the negatives. But are we elevating pragmatism over principles here? Is this creeping coercion an infringement on individual liberty and freedom of choice?
When we talk about civil liberty, it’s pretty difficult these days to not immediately conjure up images of gun-toting Qanoners storming government buildings. However, while the term may be politically loaded in some contexts, it’s not such a foreign concern for the Next Gen.
Jack, 25, London, told us: “I think we shouldn’t be forced as this creates panic and backlash”.
Kesi, 24, London, felt similarly. She commented that “the passport will restrict many people from going about their everyday lives and we already have so many things that divide us as a people and this is just adding fuel to the fire”.
What’s the lesson from this? That the debate on some issues isn’t quite as open and closed as a quick scroll through the algorithmic echo chamber of Twitter might have you believe. The Next Gen aren’t a homogeneous group. They don’t all think alike. A one-size-fits-all approach does not work.
The Next Gen aren’t a homogeneous group. They don’t all think alike. A one-size-fits-all approach does not work.
The truth is, most young people are going to get vaccinated. But even they don’t support the level of condescension emanating from those who write off anyone exhibiting any level of hesitancy as an anti-science moron. The Next Gen in particular appreciate a level of openness and candour when it comes to discussing such heated topics.
That open mindedness is exactly what they feel they often don’t get from individuals, organisations, news outlets, and brands alike. To be treated as human beings, and as equals, rather than mere consumers.