We’ve recognized that the Gen Z population are listening to terrestrial radio a lot more than we thought…don’t lose that information when creating content in ads and campaigns.
This new generation has been raised completely different than those of us who grew up on 90210 and New Kids on the Block. I recently read a funny quote over the weekend; “Us bedroom kids are struggling raising these living room kids.” This references those of us who had to play in our room, toys stayed in our room we were in charge of entertaining ourselves. Kids, now, are relying on their parents to provide games and crafts and entertainment nonstop. Their world includes social media, chrome books in schools instead of books, ten year olds walking around with phones. How are you connecting with a generation who has instant gratification in the palm of their hand?
System 1 recently conducted a survey of 1,000 ads in the UK and US, and 150,000 consumers.
Here are the results:
- Gen Z appeared in ads more than any other group
- However, they connect with the ads the least, especially young men
- Against what we assumed, Gen Z is resisting against AI and would rather have the human connection.
From this research we recognize we’re trying to include Gen Z but the content we’re placing in ads isn’t resonating. We assume we know what they like and are “like.” Stereotyping and failure to understand their actual interests is causing pushback from a generation who’s interested in radio. What’s “retro” is cool again.
When we miss that connection, it leads to a huge disregard to the ad itself. This can become habit…the second the targeted listener hears the beginning of the ad the channel gets turned. It doesn’t stop there. Without realizing it, once that company is heard again in a different ad, the channel is turned. I know once I hear something that doesn’t pertain to me, my mind is immediately elsewhere.
While we clump Gen Z all together, they are a very diverse group. One aspect of the study found humorous ads performed the best. This one blew my mind…according to the research, real, genuine connections reported better than celebrity endorsements.
Once again, we’re seeing authenticity is the real clue here to connecting to everyone. We are already getting burnt out on AI. Right now, Gen Z is all about being socially responsible, having meaningful values, and honesty.
Instead of building a campaign, build a community! Create a sense of belonging vs a sense of urgency…”I NEED THIS!” Instead, “This will benefit me.”
If you really want to connect…get out. Have conversations. Have those human connections.