The Trade Union Congress (TUC) is repositioning itself as a young, vibrant organisation, in an attempt to attract students and young professionals to the trade union movement.
In the face of dwindling membership, the TUC appointed brand consultancy Butterfield8 to give it a more modern image.
The consultancy, which was set up earlier this year by Partners BDDH chairman Leslie Butterfield, will work with the TUC task force to promote union membership through various TUC-backed initiatives.
Specifically, it is looking at working closely with the National Union of Students as well as creating two Internet-based sub-brands, aimed at young professionals and workers in the service economy.
The websites will offer information and advice on issues such as personal finance, career development, and work and life balance.
The TUC says that while union membership fell every year in the Eighties and Nineties, it has now stabilised at about 7 million. But TUC head of campaigns and communications Nigel Stanley points out that the average age of a union member is 46, while the average age of a working person is 35.
He says: “That is why the TUC is aiming to readjust its membership. It wants to attract students as they go through the transition from college to work.”