The 16-24 demographic, the true digital natives, are increasingly becoming a core target audience for many content producers, brands and media agencies. To gain a deeper insight into how this audience is evolving, Yahoo conducted an eight country study incorporating qualitative depth interviews, self filming, diaries and workshops as well as a quantitative online survey in all markets to get a comprehensive understanding of this particular audience (Yahoo 2013).
HOW CAN BRANDS RELATE TO OR INTERACT WITH GEN Z
It starts with creating a sustainable value exchange, and doing this through helping Gen Z optimise their lives, whether it be about offering financial advice in uncertain economic times, offering personalised experiences that speak authentically to their true self, or delivering content in a bite size, timely fashion. The research generated a three pronged model of engaging with Gen Z creating a sustainable value exchange:
I. Let them rule!
The ability to use resources to aid self development and expression. The feeling derived from being able to impart knowledge and an informed point of view to others.
II. Let them filter!
Having the skill and desire to extract the meaning from the noise.
III. Let them optimise!
Being adept at finding ways to squeeze every last drop out of each moment.
6 KEY ACTIONS
Help Gen Z move towards financial self-sufficiency:
58% say having enough money to do and buy what I want is one of the most important things to me at the moment
Be authentic in the data you collect:
48% say its important for them to have control over what gets shared about them / published online
Bring expertise to their everyday:
47% say good content helps them be more knowledgeable
Make content bite-sized and more frequent:
43% say it’s important that the content they view contains easy to digest information
Streamline look and feel of all assets:
29% want content that is tailored to their needs, that they can personalise
Help them build their online identity:
28% of this audience say online networks / communities enable them to feel part of something even if those around them don’t share the same interest
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