Youth – foundation for future of the civic society in Latvia: how to empower and stimulate youth to become politically active?

Active civic society is the root of any democracy, and Youth is the most powerful and influential investment in the future of social capital. Political participation is the most successful way of representing the interests and needs of any group, including the topical issues of young people. According to the Flash Eurobarometer 455 on European Youth evaluation of social and civic participation – the most of respondents in Latvia – have not participated in any social or civic activities 58%, and only 4% had participated in activities of a political organization or party. Likewise, the minor part of the Youth had participated in elections in Latvia: 44% at local, 31% at regional, and 43% at a national level. The goal of the research is to identify the inhibiting factors and find ways how to empower and stimulate Youth to become societally and politically active members, defending and advocating the issues that concern that age group – in depths interviews were carried out with Youth age member candidates of European Parliament elections, NGOs working for Youth and institutions working towards strengthening youth involvement and participation. The research results showed that traditional forms of member and volunteer involvement are not effective and efficient working towards the Youth. There is a demand for the paradigm change, related to the new age of consumption dominating over ideology. Parties need to research potential volunteer or member, to provide stimulus and benefits, appreciation and gratitude, exciting journey and experience, as well as the desirable platform of socialization and networking for the young people. The political marketing strategy and tools have become not only the way to look for the votes but as well to attract new members or volunteers