The 1990s saw a surge in student activism surrounding labor issues, most prominently in campaigns against sweatshop labor for cheap clothing. College students around the country held sit-ins and rallies protesting companies like Nike and Gap that were in many ways credited with those companies improving their labor policies. Forever 21—a popular retail chain targeting youth and student shoppers—recently opened a new outlet with even cheaper clothes that has the media revisiting the 90s’ protests. According to an article in The New Yorker, “the grand opening of F21 Red, however, was marked not by picketers but by customers who lined up early for gift cards. What changed?” This question brings up a broader sociological question of how and why student and youth populations participate in activism, as well as how this might be changing.

The student activism in the 90s was not solely spurred by a common cause against sweatshop labor amongst students. Instead, this spike in activism was in many ways led and organized by already formed networks of labor activists that intentionally targeted students. Further, the successes were limited, and the movement did little to affect perceptions of cheap labor overall.
Activism and its outcomes are influenced by local and historical context. Sociologists have found that while today’s youth cohorts are participating in protests and other forms of traditional activism less than their parents, they are participating in alternative, more individualized forms of activism like petition signing and volunteering. They argue that what it means to be a “good citizen” is changing and that younger generations are driving this change.