A new report by Reform and the opinion research company Ipsos MORI argues that the low turnout among the younger generation is due to the cynicism of modern political culture, and the failure of government to deliver, not the values of young people themselves.

We have previously described the 18-34 generation as "IPODs" – Insecure, Pressurised, Over-taxed and Debt-ridden. Brought up in economic boom times, they have been caught off guard by the changing global environment.

They are left battling to find employment, struggling to pay off debts and unable to get on the property ladder.

The balance of taxation and public spending has shifted as the baby boomers are living longer post-retirement. Financially, IPODs do
not feel secure.

Personally, however, they are extremely confident and optimistic. The report, based on findings from a deliberative workshop with 35 people aged 18 to 34, overturns the common perceptions of this generation. Far from apathetic, they are idealistic, keenly interested in political issues and eager to get involved – best described as "Generation Why-Not", rather than Generation Y.

Asked if he would consider a career in politics, one participant interviewed for this report replied: "Absolutely! I'm young, enthusiastic, passionate and want to make a change."

How can politicians start to understand this generation? With an IPOD playlist and six tracks to help politicians tune in to the younger generation. Here is a flavour of the sounds included:

Whatever people say I am, that's what I'm not by the Arctic Monkeys – young people are members of many overlapping communities, virtual and conceptual, not just geographic;

Coldplay's Speed of Sound – they are busy and time-pressured so expect entertaining, innovative communications;

I Can by Nas – they are confident and demanding in work and home life, and want the tools to be as demanding of government.

The characteristics and values of young people identified here
signal that there are clear opportunities for governments and political parties that can tune in to Generation Why-Not. Four key lessons can be drawn.

First, government must be open. Unlike the cynical Generation X, young people value integrity, honesty and transparency. They want to be told it like it is, not be confused by political spin or shut out. In particular, they want to know where their money is being spent. As one IPOD we spoke to put it: "When I buy something, I get a receipt setting out what I got for my money. Where is my receipt for my taxes?"

Second, government must provide leadership. As a principle, "choice" has become an accepted centrepiece of public service reform policy of all main parties. But there is confusion over whether this is what people really want.

This report shows that young people definitely do want choice,
but they still want government to do most of the work. They want a limited range of services from which to choose, and clear, accessible information to help them make the right choices.

Third, government must be human. Young people are eager to be involved in politics, but they want a much more interactive relationship with government. Localised and personalised services could fit with what the IPODs told us: "You need someone you know (delivering public services], then you can go to them and say we need to do this, we need to do that".

Fourth, government must entertain. In the same way that young people respond to consumer branding, they will reward a government that communicates in innovative and exciting ways with their attention. Politicians must get to grips with modern communications
technology.

Webcams, YouTube, Facebook, even government reality TV shows – these are the kinds of media that the younger generation want to see politicians using.

Policy-makers are clearly moving along the right lines, shifting their interest from higher spending to value for money, and from centralisation to localism.

But a far more radical transformation of government is needed. In essence, what young people want is to feel that they are getting a good return on their investment – both financial and emotional – in political processes.

As one young person put it: "What's the point in paying tax if you can't see where it's going?"


Lucy Parsons is Economics Researcher at Reform, a think-tank that has produced a report called A New Reality: Government and the IPOD Generation. It is available at www.reform.co.uk