A new study from UC Santa Cruz and UCLA found high rates of interest in unionization among young workers in Santa Cruz County, demonstrating the potential for increased worker organizing in the region.
As part of the project, in spring 2024, students from UC Santa Cruz and Cabrillo College surveyed 1,947 Santa Cruz County workers, students, and residents between the ages of 18 and 34 who were not currently part of a union. The survey asked participants about their potential interest in joining a union. After adjusting the sample to be reflective of the county’s demographics, the results showed that 44% of respondents said they would join a union, while only 19% percent were opposed to joining one.
The remaining 37% of young people were what researchers call “union curious,” meaning that they weren’t sure whether or not they would join a union. The study says this group could potentially become interested in organizing through increased outreach and education efforts about how union organizing works and the benefits it can provide.
“We know that union workers earn more and have better benefits than their non-union counterparts, and that’s especially important in an area like ours, which is actually the most expensive place to live in the entire country,” said Professor Steve McKay, director of the Center for Labor and Community at UC Santa Cruz, which led the research. “Work is also becoming increasingly precarious, meaning that it’s less secure, both in terms of what you earn and the scheduling. Young people want more control of those aspects of their lives, so it’s important for them to understand that unionization can provide better pay and benefits, but also more stability and increased voice around working conditions.”
Veronica Hamilton, a UC Santa Cruz Ph.D. candidate and graduate student researcher for the center who coordinated the survey collection and analysis, says that young workers in Santa Cruz County have already been gaining national attention for leading groundbreaking unionization efforts in the region, including at local Starbucks and REI locations. The survey data show that trend is likely to continue.
“There’s clearly a lot of potential for union organizing in our area, and a union boom could happen across many industries in our county,” Hamilton said. “These young workers reflect the future of organized labor and also the economic challenges that are different for Gen Z and Millennials that help them to be most motivated to fight back.”
Hamilton says a union boom in the area would benefit not only young workers themselves, but also the broader community.
“When workers are happy and well paid, we see greater circulation of capital in our area, and when workers are developing themselves in their jobs and are more financially secure, they are also better able to be meaningful members of our democratic society,” she said. “All of this is good for our community.”
The current findings are part of a larger research effort, in partnership with UCLA’s Chicano Studies Research Center, to understand the educational and employment experiences of young people in Santa Cruz County. Veronica Terriquez, director of the center and a former UC Santa Cruz faculty member, said the findings will help illuminate dynamics that may be driving social inequality, including factors that especially affect Chicano and Latino communities.
“In Santa Cruz County, Latinx young adults comprise just under 40% of the population and are disproportionately represented in low-wage jobs, making their economic and social conditions a critical area of study,” she said. “By examining their experiences alongside those of their peers, this research highlights both structural challenges and opportunities to improve their well-being. These findings can inform broader efforts to support young workers across the state.”
Additional research findings related to employment, housing, health, civic engagement, and other issues will be released in the coming months. The research team is also currently conducting a follow-up study to better understand the factors that contribute to young people’s perceptions about unions.
