Daggy shirts, daggy slogans? marketing unions to young people

Bailey, Janis, Price, Robin A., Esders, Linda P., & McDonald, Paula K. (2010) Daggy shirts, daggy slogans? marketing unions to young people. Journal of Industrial Relations, 52(1), pp. 43-60.

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In light of declining trade union density, specifically among young workers, this article explores how trade unions recruit, service and organize young people. Our focus is the way in which trade unions market their services to the young. We use, as a lens of analysis, the services and social marketing literature and the concept of an ‘unsought, experience good’ to explore trade union strategy. Based on interviews with a number of union officials in the state of Queensland, it is clear that unions see the issue of recruitment of young people as significant, and that innovative strategies are being used in at least some unions. However, the research also indicates that despite union awareness, strategies are uneven and resource allocation is patchy. While the research was carried out in one state, the results and conclusion are broadly applicable to the Australian labour movement as a whole, and have implications for union movements in other Anglophone countries.

Impact and interest:

20 citations in Scopus
8 citations in Web of Science®
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ID Code: 31635
Item Type: Journal Article
Refereed: Yes
Additional URLs:
Keywords: Union Marketing, Union mMembership , Union Recruitment , Young Workers
DOI: 10.1177/0022185609353984
ISSN: 0022-1856
Subjects: Australian and New Zealand Standard Research Classification > COMMERCE MANAGEMENT TOURISM AND SERVICES (150000) > BUSINESS AND MANAGEMENT (150300) > Industrial Relations (150306)
Divisions: Current > Research Centres > Australian Centre for Business Research
Current > QUT Faculties and Divisions > QUT Business School
Current > Schools > School of Management
Deposited On: 06 Apr 2010 21:42
Last Modified: 29 Feb 2012 14:16

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