Using Radio to Tune In to Gen Z

For brands looking to connect to Gen Z it is imperative that we don39t dismiss Gen Z as just Millennials on steroids Gen Z39ers are an extremely big powerful and diverse generation one that has been connected to technology since birth As I previously mentioned Mashable estimated they have already contributed approximately 44 billion to the US economy and a YouGov study found that they significantly influence their parents39 household purchasesToday39s brands should consider them to be the quotme wequot generation that identifies as individuals avoids being labeled and viewamp160themselves as diverse openminded nonconformists who believe an individual can make a difference At the same time they are a big and accepting generation that is constantly looking for ways to stay connected and who love sharing because it allows them to make their mark In short Gen Z is a big diverse group of individuals who want to impact the world through technologyRadio fills both Gen Z39ers values and their media behaviors and needs Today39s teens place significant value on connecting with their tribes of family and friends demonstrating diversity and inclusion embracing one39s individual identity showcasing creativity and fulfilling a constant need for stimulation They are always on the move and are always connected They also share a hopeful yet realistic view on life and their need for connection means they look up to people they can view as being authentic and fitting into their allimportant tribes Radio fits these behaviors and values in a variety of waysFrom callins to social media radio is inherently interactiveFrom phones to cars radio is inherently mobileBy constantly keeping listeners in the know it allays FOMO the fear of missing outBy being funny passionate local and relatable radio and its DJs fill Gen Z39s desire for authentic heroesFrom amping up energy to increasing focus radio is the medium teens turn to improve their moodFor brands looking to utilize the unparalleled power and reach of radio with today39s teenagers there are four key ways to turn these insights into actionTarget Tribes Not DemographicsSocial media allows Gen Z39ers to surround themselves with various hashtagged tribes that influence their world view Brands should use music platforms to connect to friendship groups not just individuals 54 of Gen Z39ers say they have many best friends and 71 say each of their friends knows a lot about something specific Brands need to leverage this new tribe mentality and the passions driving it It is imperative that we recognize the power of passionate quotexpertquot voices within their circle and give them the tools they need to be evangelists of specific passions New datadriven solutions like iHeartMedia39s SmartAudio can help optimize campaignsKeep Them Informed and EntertainedMuch like Millennials Gen Z39ers crave obligatory stimulation and 247 input Three in four Gen Z39ers say they are almost always listening to something which makes constant stimulation their norm They decide quickly whether something is quotfor mequot and 61 will do anything to avoid being bored It39s important to provide them with a fix of feeds facts and fun to avoid any feelings of FOMO and to allow them to feel part of quoteverythingquot in the moment Their goto platforms are those that meet their desire for realtime info packaged in an entertaining and creative mannerLeverage the Power of FamilyGen Z is a proparent generation with tight parental bonds that extend beyond just love Eight in 10 teenagers acknowledge that they like what their parents like They consider them one of their key quottribesquot Brands should celebrate family momentsamp160and consider ways to be at the center of this connection We also must acknowledge and leverage Gen Z39s impact at home including how they serve as the household CTO or contributing to family purchase decisions and how they play a consultative role in their parents39 livesInfluence Gen Z InCar Not surprisingly driving is the No 1 activity done directly before shopping and Gen Z is no exception radio is innately mobile and 72 agree the best place to listen to the radio is in the car Brands need to reach Gen Z and by extension their parents while the family is on the move and in proximity to purchaseGen Z is already a powerful and influential group and that influence will only increase as they get older It39s imperative that brands make a concerted effort to connect with Gen Z39ers now amp160Utilizing radio39s unparalleled reach creates a unique opportunity for brands to connect and stay connected with the connectedClick 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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Using Radio to Tune In to Gen Z

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Radha Subramanyam

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Using Radio to Tune In to Gen Z

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