Prominent Gen-Z TikTok(opens in a new tab) creators and influencers are organizing against Amazon in solidarity with the Amazon Labor Union, refusing Amazon sponsorships and the monetization of their individual platforms for Amazon.
The campaign, entitled "People Over Prime"(opens in a new tab) and coordinated by advocacy group Gen Z for Change(opens in a new tab), consists of 70 creators who have a collective following of 51 million users. The hashtag #PeopleOverPrime has gained traction not only on TikTok(opens in a new tab), but across Twitter too(opens in a new tab).
In a public letter(opens in a new tab) addressed to Amazon.com, the coalition writes that they are "calling on Amazon to listen to their workers and make tangible changes to their workplace environment."
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These proposed changes, set by the ALU(opens in a new tab) from the JFK8 and LDJ5 warehouses in Staten Island, include $30/hour minimum wage and better conditions for Amazon workers — such as better medical leave, additional paid time off, an hour-long paid lunch break, and ditching "productivity rates that require workers to pick a certain number of items an hour."
Gen Z for Change also demanded the halting of all anti-union tactics used by Amazon in the past, including threats of reduced pay(opens in a new tab) and hosting compulsory anti-union meetings(opens in a new tab).
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The group finished the letter highlighting the magnitude of TikTok as a platform, and in turn, the influence creators have: "TikTok has 1 billion monthly active users. Unless changes are made, we will prevent Amazon from monetizing one of the largest social media platforms in the world."
Elise Joshi(opens in a new tab), the deputy executive director of Gen-Z for Change, told Mashable, "We have always known how essential creators are to the Amazon marketing model. Creators, especially TikTok creators, are Amazon's gateway to young people. Amazon knows how much power creators have, and People Over Prime is meant to take that power back and insist they listen to the demands of the Amazon Labor Union."
"Amazon isn't listening to the needs of workers, but they do care about their bottom line. That is what we hope to do with this pledge," she says.
The Washington Post(opens in a new tab) first reported the story, pointing towards the rising trend of TikTok as a tool for pro-union advocacy. Earlier this year, Gen-Z for Change flooded Starbucks with fake job applications(opens in a new tab), after the company actively opposed unionization efforts(opens in a new tab) — efforts that are ongoing today.(opens in a new tab)
The People Over Prime pledge was not organized by the ALU, but the union's president, Chris Smalls(opens in a new tab), told WaPo that there is a natural alignment between the two communities. "It’s a good fight to take on because Amazon definitely is afraid of how we used TikTok during our campaigns," he told the news outlet.
ALU chairman Derrick Palmer also tweeted about the campaign, quote tweeting(opens in a new tab) Joshi(opens in a new tab). "Thank you for your support. Myself and @amazonlabor(opens in a new tab) appreciate it #Solidarity(opens in a new tab) ✊🏽," he wrote.
Earlier this year, the ALU celebrated a victory when Amazon workers at a Staten Island warehouse voted to unionize.
Amazon has been attempting to forge stronger relationships with creators of late, pushing influencer coverage as a dominant marketing strategy. The company launched the Amazon Influencer Program(opens in a new tab) in 2017, allowing creators to monetize their platforms by recommending Amazon products. More recently, they flew a select group of creators to a luxury retreat(opens in a new tab) in Mexico, including TikTok stars.
The People Over Prime campaign could prove a roadblock in Amazon's mission to recruit scores of digital celebrities to promote the company online. TikTok is proving to be a replacement search engine and rising source of news for younger users, cementing its influence for the demographic. The pressure, for Amazon, is on.
UPDATE: Aug. 19, 2022, 4:42 p.m. EDT Included comment from Gen Z for Change representative.
