Connecting With the Connected: Tuning In to Gen Z

With that in mind iHeartMedia connected with Gen Z teens for an extensive primary research study We dug into their attitudes and motivations in an effort to deepen our understanding of this powerful and already influential group of trendsetters During our sevenmonth studyamp160we discovered some original insights and we also learned why radio can be a key way for advertisers and brands to connect with this dynaimc demoBefore we can understand what makes Gen Z unique we must understand exactly who they are As the children of Gen X they currently comprise 74 million people or 23 of the US population which makes them roughly the same size as both Millennials and Baby Boomers They are a group that has changed the nature of race in America by being the most ethnically diverse generation we have ever had amp160one that is 55 nonCaucasian and three times more likely to reject one racial labelThey are also less likely than any other generation to grow up in quottraditional householdsquot One in three households with children is headed by a single parent and more likely than ever a single father a number that is up 301 versus 1980 Gen Z39ers are also more diverse in sexual orientation and having grown up in a postmarriageequality world they are more accepting of differences Their generation says quotdon39t label mequot about three times more than their eldersEven as just teenagers Gen Z is already powerful Mashable estimates they have contributed approximately 44 billion to the US economy and a YouGov study found that parents of 12 toamp16017yearold kids report they significantly influence household purchases for themselves and their families They are also very techsavvy even when compared to Millennials Eight in 10 teens we surveyed agreed that technology defined their generation They have never known a time when people were not constantly connected and able to share their point of view with quotthe worldquot As the first truly digital native generation they could swipe before they could even walk amp160This online access has influenced their view of the world and their view of themselves Gen Z39ers proudly consider themselves to be openminded and creative nonconformists Nine in 10 members feel all people should be treated equally regardless of race or gender and that same number has friendships with people of different races For them being different is a good thing They possess an internal confidence that leads to being comfortable standing out and as a result authentic uniqueness is extremely important And that need for originality factors into how they spend their days The Cassandra Report found that 89 of 7 to 17yearolds spend their free time doing productive or creative activities instead of just hanging outOn the surfaceamp160they may seem like miniMillennials but it would be a huge mistake to apply the same marketing strategies to both groups A shared love of technology and social media are two of the few things that Gen Z and Millennials have in common Unlike Millennials Gen Z39ers are fiscally conservative because they have grown up during the Great Recession Loyalty is a core value which means brands can perhaps expect greater loyalty from Gen Z than either Millennials or Gen X However obtaining that loyalty won39t be easy Teens today are much more private and selective about who they let in and getting through to them means you need to be authentic They are put off by labels because they have grown up in quotnontraditional householdsquot and in a world that defies traditional gender stereotypesThese attributes mark Gen Z as an exclusive group that can be exceptionally hard to reach but advertisers can connect to them in a big way with radio amp160Radio is the No 1 massreach medium for teens reaching 9 in 10 teens Of those we surveyed 81 agreed that radio will always be a part of their lives They view radio as a source of discovery that keeps them in the allimportant know which can allay FOMO the fear of missing out More than three in four Gen Z39ers hear about new music by listening to the radio and two in three also hear about new things like products movies and events on the radioRadio fills both Gen Z39ers values and their media behaviors and needs It is interactive thanks to callins and social media it is inherently mobile because it is available on everything from phones to cars and radio DJs fill the desire of Gen Z39ers for authentic heroes by being funny passionate local and relatable Furthermore radio provides a pathway for universal connections including their relationship with their parents They are a proparent generation amp16096 of teens say they get along with their parents amp160and they praise radio for featuring a diversity of genres which they view as the perfect background for enjoying time with others from friends to siblings to parentsFor brands looking to utilize the unparalleled power and reach of radio with today39s teenagers there are key ways to turn these insights into action We39ll explore those methods more fully next weekClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Connecting With the Connected: Tuning In to Gen Z

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Radha Subramanyam

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