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Festival 2026 to Strengthen Youth Voices, Media Literacy and Democratic Resilience

The Nordic Media Festival 2026, entitled “Youth Voices for Democracy: Strengthening Media Literacy, Democratic Resilience and Information Integrity,” will take place from 20 to 23 August 2026 at the Scandic Avia Congress Hotel in Vantaa, in the Greater Helsinki area of Finland.

The four-day international gathering will bring together young people, educators, journalists, media professionals, researchers, policymakers and civil society representatives from across the Nordic–Baltic region. Organised by Femina ry and the Sillamäe Society for Child Welfare (SSCW) in cooperation with Nordic partners, the Festival will create a platform for learning, dialogue and practical cooperation on some of the most urgent challenges facing contemporary media and democratic societies.

Young people are growing up in a digital environment increasingly shaped by artificial intelligence, social media algorithms, influencers, information overload, disinformation and rapidly changing technologies. The Festival will examine how young people can navigate this environment responsibly while becoming active content creators, storytellers, fact-checkers, community leaders and contributors to democratic resilience.

Nordic Media Conference on 21 August

The central event of the Festival will be the Nordic Media Conference on 21 August, featuring keynote contributions, expert panels and youth-led working groups.

The conference will include keynote contributions from Leif Lønsmann of the Nordic Journalism Centre and Maia Klaassen of the University of Tartu.

The first panel, “Growing Up in the Digital Age: Youth, Identity and Cognitive Wellbeing,” will explore how social media, information overload and the attention economy affect young people’s identity, emotional wellbeing and resilience. Participants will discuss online pressure, comparison culture, healthy digital habits and ways of supporting young people’s cognitive wellbeing.

The second panel, “Critical Thinking and Fighting Disinformation in the Age of AI,” will examine misinformation, propaganda, deepfakes and AI-generated content. Journalists, researchers and media experts will discuss practical fact-checking and source-verification skills, the democratic importance of media literacy and ways of strengthening young people’s information resilience.

The third panel, “Social Media, Influencers and Civic Participation,” will focus on the role of content creators and digital opinion leaders in public life. The discussion will consider how social media can be used responsibly to encourage youth activism, constructive dialogue, community participation and positive social impact.

The conference will conclude with cross-national youth working groups under the theme “Youth Voices and Democratic Resilience: Preparing for Future Challenges.” Participants will formulate recommendations addressing democratic participation, polarisation, social cohesion, community action, responsible media use and information integrity.

These recommendations will contribute directly to the Nordic Youth Media Manifesto, one of the Festival’s principal outcomes.

Digital exhibition and opening discussions

The Festival will begin on 20 August with the arrival of national delegations, opening discussions and a digital exhibition showcasing media content created by young participants.

The exhibition will provide young people with an opportunity to present their perspectives through videos, interviews, photographs, podcasts, social media materials and other digital formats. It will highlight young people not only as consumers of information but also as responsible media creators capable of influencing public conversations and strengthening their communities.

Youth Media Skills and Digital Activism Lab

On 22 August, the Festival will continue with the practical Youth Media Skills and Digital Activism Lab. The programme is designed for young people, youth leaders, content creators, media activists and emerging journalists.

The laboratory will include three practical workshops:

  • “Verify Before You Share: Fact-Checking and AI Content Detection,” led by Katrin Vilimaa-Otsing, will introduce participants to source verification, reverse-image searches and methods for recognising manipulation, deepfakes and AI-generated content.
  • “Create for Change: Digital Storytelling and Community Journalism,” led by Tatiana Kireeva, will help participants transform local and social issues into clear, engaging and human-centred media stories while avoiding sensationalism and stereotypes.
  • “From Post to Participation: Designing a Youth Digital Activism Campaign,” led by German Morris of Peace Child Estonia, will guide teams through the development of small digital campaigns supporting meaningful participation and positive community action.

During the workshops, participants will create fact-checks, storyboards, video or podcast concepts, social media content and digital campaign proposals. Selected results may be presented through the Festival’s digital exhibition and further developed as contributions to the Nordic Youth Media Manifesto.

Media interaction and Nordic–Baltic networking

The afternoon programme on 22 August is planned to include an interaction with representatives of Yle, Finland’s national public-service media company. Depending on availability, the meeting may take place in person or online.

The session will give participants an opportunity to learn about professional journalism, content production, public-service media standards and the role of trusted media in democratic society. It will also offer young participants practical insights into Finland’s experience in media literacy, youth engagement and public-service broadcasting.

An informal networking programme will provide additional space for participants, experts and national delegations to exchange experiences, establish professional contacts and discuss future Nordic–Baltic cooperation in journalism, media education, digital communication and youth participation.

Nordic Youth Media Manifesto

On 23 August, participants will present the results of their work and formally adopt the Nordic Youth Media Manifesto.

The youth-led document will set out recommendations for strengthening media literacy, democratic participation, cognitive wellbeing and information resilience across the Nordic–Baltic region. It will reflect the experiences and priorities of young people and offer proposals for educators, media organisations, civil society, policymakers and youth networks.

Through its combination of expert knowledge, youth participation, practical media work and cross-border cooperation, the Nordic Media Festival aims to empower young people to think critically, protect their wellbeing, use digital technologies responsibly and participate actively in democratic and inclusive societies.

Practical information

📅 20–23 August 2026
📍 Scandic Avia Congress Hotel, Vantaa, Finland
🌐 Working language: English
👥 Participants: young people, educators, journalists, media professionals, researchers, policymakers and civil society representatives

The full programme and event updates are available on the Nordic Media Festival 2026 webpage.

Further information: info@sscw.ee  / feminasuomi@gmail.com

The Nordic Media Festival is organised with financial support from the Nordic Council of Ministers through the Norden 0–30 grant programme and from the National Foundation of Civil Society (SA Kodanikuühiskonna Sihtkapital), with contributions from the Nordic Journalism Centre (Nordisk Journalistcenter, NJC).

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What Are Young People in Estonia Listening to and Watching Today?

Estonia has long been considered one of the most digitally advanced countries in Europe. Nearly all public services are available online, schools actively use digital platforms, and young people grow up in an environment where the internet is not an addition to life but a natural part of it. This directly influences the media they consume, the sources they trust, and the way they access information.

From Television to Digital Platforms

For most young people in Estonia, television is no longer the primary source of information and entertainment. Instead, they use YouTube, TikTok, Instagram, Spotify, and various streaming services on a daily basis. One particularly notable trend is the growing popularity of video podcasts. Young people prefer not only to listen to conversations but also to see the hosts, guests, and discussions. As a result, YouTube has effectively become the largest podcast platform for Generation Z. At the same time, many young Estonians are fluent in multiple languages-Estonian, English, and often Russian. This allows them to consume both local and international content with ease.

International Podcasts Lead the Way

If you ask students at universities in Tallinn or Tartu which podcasts they listen to most often, several names consistently appear:

  • The Diary of a CEO
  • Lex Fridman Podcast
  • Huberman Lab
  • Modern Wisdom
  • The Joe Rogan Experience

The reason for their popularity is simple: these podcasts offer long-form, in-depth conversations about technology, psychology, business, health, and the future of society. Young people are looking not only for entertainment but also for knowledge that can be applied to their studies and careers.

Interest in Technology and Artificial Intelligence

One distinctive feature of Estonia is the strong interest young people have in technology. The country is known for its startup ecosystem and digital innovations, and the success of companies such as Skype and Bolt has reinforced the idea that a career in the technology sector can be both accessible and rewarding. As a result, podcasts and YouTube channels covering the following topics are especially popular:

  • Artificial intelligence
  • Programming and software development
  • Startups and innovation
  • Cybersecurity
  • Entrepreneurship

For many young Estonians, online content serves as a form of additional education beyond school and university.

TikTok as the Main Source of Trends

Despite the popularity of long-form podcasts, TikTok is the platform that increasingly shapes trends and public discussions among young people. Through short videos, teenagers and young adults discover new musicians, social initiatives, technological developments, and even political events.
In Estonia, it is becoming increasingly common for a story to gain traction on TikTok before it is discussed by traditional media outlets. This trend creates new challenges related to information verification and media literacy. As a result, schools, youth organizations, and media experts are placing greater emphasis on the importance of critically evaluating content found on social media platforms.

Young People Want to Talk About Security and the Future

Recent global developments have led to a growing interest in security, international politics, and the future of Europe. Young people increasingly follow discussions about NATO, cybersecurity, and societal resilience. However, their approach differs from that of older generations. Rather than relying on traditional news broadcasts, young people prefer podcasts, YouTube interviews, and explanatory videos that present complex topics in a more accessible format.

Local Content Still Matters

Although international creators dominate much of the media landscape, interest in local content remains strong. Young people actively follow Estonian musicians, bloggers, entrepreneurs, and public figures. Stories about successful young entrepreneurs, discussions about Estonia’s future, career opportunities, sustainability, and environmental issues are particularly popular.
Today’s young people in Estonia live in two information spaces simultaneously: the global and the local. They listen to international thought leaders, follow worldwide trends, and actively embrace digital technologies. At the same time, they remain interested in the development of their own country, issues of security, education, and a sustainable future.
This combination makes Estonian youth one of the most digitally engaged and internationally oriented groups in Europe. For them, podcasts and video content are no longer just forms of entertainment-they have become important tools for learning, self-development, and active participation in society.

Author: Christelle Mariely Rammul, Active Youth

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Digital Impulsivity: Youth Online Spending in Estonia

In the contemporary digital economy, the purchasing behavior of Gen Z and younger Millennials has shifted dramatically from calculated consumerism to highly impulsive, instantaneous acquisition. The phenomenon of online impulse buying among youth is no longer an accidental byproduct of browsing; it is a highly engineered result of algorithmic precision, social validation, and frictionless fintech.

For digital marketers, e-commerce strategists, and consumer psychologists, decoding this behavior requires looking at the global baseline of youth digital spend, and examining how it manifests in hyper-digitized societies like Estonia.

1. The Ecosystem of Instant Gratification

The modern e-commerce landscape thrives on minimizing cognitive friction—the time between a consumer experiencing a desire and completing a purchase. For a generation raised on high-speed internet, this window has virtually vanished due to two main pillars:

  • Social Commerce Integration: Platforms like TikTok, Instagram, and Lemon8 have evolved from entertainment hubs into fully integrated marketplaces. Features like “Tap to Shop” or in-app checkouts turn inspiration into a transaction within seconds.
  • Frictionless Payment Architecture: The widespread adoption of mobile wallets (Apple Pay, Google Pay) and Buy Now, Pay Later (BNPL) services (Klarna, Afterpay) de-links the pleasure of acquisition from the immediate pain of paying. By splitting costs into micro-payments, the perceived financial risk is heavily mitigated.

2. Psychological Triggers of Youth Digital Spend

Youth impulse buying online is rarely about the utility of the product. Instead, it is driven by deeply rooted psychological and emotional triggers:

Trigger Mechanism Impact on Consumer
FOMO (Fear of Missing Out) Flash sales, limited-edition drops, and countdown timers create artificial scarcity. Compels immediate action to avoid regret.
Algorithmic Validation Hyper-personalized feeds echo the user’s exact aesthetic and subculture. The product feels uniquely destined for the buyer, bypassing rational filtering.
Micro-Dopamine Hits The act of scrolling, adding to a cart, and tracking a package releases dopamine. Shopping becomes a primary coping mechanism for boredom or anxiety.

Key Insight: For today’s youth, the traditional marketing funnel (Awareness $\rightarrow$ Interest $\rightarrow$ Desire $\rightarrow$ Action) has collapsed into a single, near-simultaneous event driven by emotional impulse.

3. The Power of Peer Influence and Micro-Influencers

Traditional celebrity endorsements have lost their efficacy among younger cohorts. Today’s digital spend is dictated by relatability.
The rise of “Get Ready With Me” (GRWM) videos, unfiltered product hauls, and “de-influencing” trends ironically create a hyper-persuasive environment. Micro-influencers act as digital peers. When a trusted creator highlights a product, the purchase is categorized by the brain not as an advertisement, but as a friendly recommendation, significantly lowering consumer defense mechanisms.

4. Case Study: The Estonian Hyper-Digital Paradigm

When analyzing youth online impulse buying through a regional lens, Estonia serves as a premier global benchmark. In this highly advanced digital society, global psychological triggers intersect with an unmatched domestic infrastructure.

The E-ID and Security Trust

With nearly all public services digitized, Estonian youth possess an innate comfort with digital authentication. The seamless, daily use of Smart-ID and Mobile-ID removes security anxieties during checkout. Because authentication is second nature, the psychological friction of entering payment details is entirely gone.

Logistics and The “Next-Day” Catalyst

Estonia possesses one of the most efficient automated parcel locker networks in the world (Omniva, Smartpost Itella, DPD). The psychological barrier of waiting weeks for a package to arrive is eliminated. Youth shoppers know that an impulse purchase made on a local or Baltic e-commerce platform will often arrive in a locker down the street within 24 to 48 hours. This instant physical turnaround acts as a massive catalyst for spontaneous shopping.

Localized Fintech and Hyper-Proximity Influence

While global BNPL services are popular, the Baltic market is heavily influenced by regional players like Inbank, which offer “Buy Now, Pay Later” solutions tailored specifically for local e-shops. Furthermore, in a small market like Estonia, the distance between influencers and consumers is incredibly short. A TikTok creator isn’t a distant icon; they are someone the consumer might run into at a café in Telliskivi or a mall in Tartu. This hyper-proximity elevates trust exponentially.

5. Strategic Implications for Brands

To successfully capture and retain the attention of high-velocity youth shoppers without triggering consumer fatigue, brands must adapt to these shifting dynamics:

  • Contextual Commerce: Meet consumers exactly where they are. If your target audience spends hours a day on a specific video platform, the entire shopping journey must live within that platform.
  • Authenticity Over Gloss: Gen Z detects corporate staging instantly. User-generated content (UGC) and raw, unedited product demonstrations drive significantly higher impulse conversions than high-budget studio campaigns.
  • Frictionless, Localized Delivery: Especially in advanced markets like the Baltics, integration with local parcel networks and fast, transparent checkout options (like instant bank links) are non-negotiable for conversion.

Conclusion

The intensive online purchasing habits of today’s youth represent a perfect storm of advanced behavioral tracking, seamless financial technology, and a cultural craving for instant gratification. In highly digital nations like Estonia, this behavior is supercharged by an infrastructure built for speed. For modern businesses, mastering this landscape requires more than just a standard website; it demands an agile, omnipresent digital strategy that understands that in the modern market, speed, trust, and emotion trump logic every time.

Author: Maksim Boitsov, Active Youth