Why millennials believe social media is changing the world

According to an article by Cosmetics Business, research by bath and body care brand, Molton Brown, found that millennials believe social media has the power to create change and raise awareness towards important social issues.

The research, which was carried out alongside the brand’s #OwnYourBold campaign and the launch of its new Jasmine & Sun Rose collection, discovered that millennials value social media as a way to provide those who have traditionally been marginalised with their own platform.

75 per cent think social media is broadening people’s views on gender identity, with 71 per cent believing it champions inclusivity by giving a voice to the disenfranchised. 69 per cent also think social media has been important in advancing gender equality, and 61 per cent feel it is a force for good, despite some of its perceived negativity.

In comparison, only 38 per cent of people over 35 think social media exposes them to new ideas, views and issues – compared to 68 per cent of millennials.

"Molton Brown's new research shows how millennials' natural affinity for social media is enabling them to cultivate a safe space for people to share their lived experience and educate those whose path is different,” popular Ted Talker, writer and activist, Sinéad Burke said. “It makes perfect sense that the resulting upswing in awareness and activism is fuelling a more positive and proactive approach to gender equality than older generations."

Barack Obama, Prince Harry and Prince William were among the most popular celebrity supporters of female empowerment for both age groups. The full results of the poll include:

Millennials Top 5 women who embrace their individuality:

1. Michelle Obama
2. Ellen De Generes
3. Beyoncé
4. Emma Watson
5. Oprah Winfrey

Over-35s Top 5 women who embrace their individuality:

1. Helen Mirren
2. Michelle Obama
3. Oprah Winfrey
4. Madonna
5. Emma Watson

Millennials Top 5 men who champion female empowerment:

1. Barack Obama
2. David Arquette
3. Prince Harry
4. Prince William
5. Joseph Gordon Levitt

Over-35s Top 5 men who champion female empowerment:

1. Barack Obama
2. Prince Harry
3. Prince William
4. David Beckham
5. Ewan McGregor