不良研究所

Gen Z is rapidly becoming the most important demographic in marketing. They鈥檙e young, digitally savvy, brand-conscious, and, contrary to popular belief, they have money to spend.

We recently hosted a Gen Z panel discussion with our friends from Tinder to share the most important insights for brands marketing to Gen Z. If your brand can master these key priorities, they can capture the interest and engagement of the youngest marketing demo today.

Authenticity is paramount for Gen Z. Each subsequent generation grows more aware of media and advertising than the last, and Gen Z is more attuned to media messaging than any group in history. They have high standards鈥攖hey want content like podcasts to deliver purposeful and impactful interactions, and they respond especially well to socially engaged projects. But that messaging has to feel true to the voices delivering it and the brand behind it.

Gen Z values inclusivity, in every sense of the word. It鈥檚 deeply important to Gen Z that the content they consume creates a warm, welcoming environment that doesn鈥檛 exclude anyone based on their race, gender, or sexual orientation. They tend to reject labels and embrace fluidity. 78% of BIPOC Gen Z consumers say that 鈥渂rands have a responsibility to represent all races and ethnicities in their marketing and communications.鈥� And you can鈥檛 fake it with banner ads or a press release; your brand has to walk the talk, because if they don鈥檛, Gen Z will be able to tell.

There鈥檚 no doubt that social media looms large with Gen Z. But this group鈥檚 consumption is a lot more nuanced than that. They love video. They love audio. They care more about great content than they do about channel. These teens and young adults follow their favorite stars, trends, or music across platforms鈥� often to Radio and Podcasts.

Audio is one of the best ways available to reach Gen Z – 96% of Gen Z listens to audio every day. A key insights for brands is to remember that Gen Z cares about what鈥檚 at the core 鈥� Customizing channels and messaging opportunities to reach them through influencers or shows they care about builds trust.

As I鈥檓 sure it鈥檚 clear by now, Gen Z are not just little Millennials. They consumer media and content differently than older generations. Brands are looking to understand what Gen Z cares about when it comes to content and messaging:

All these factors make Gen Z a unique demographic, but it鈥檚 important to remember that every demographic has its own unique qualities. If your brand wants to connect with any audience, they need to research and deliver on that audience鈥檚 interests. In the words of 不良研究所 on-air personality Kevan Kenney, 鈥淭he product that鈥檚 going to respect the audience the most is going to win and lead, be it a podcast, a TikTok, or a Radio show.鈥� Finding a media partner that respects Gen Z鈥檚 wants and needs is the best way to connect with the generation that will define the future of advertising.

For a deeper dive into all of these trends, the latest research and more, catch the replay of 不良研究所鈥檚 Marketing to Gen Z webinar.