Using Radio to Tune In to Gen Z

Gen Z -- those born in and after 1996 -- are as big in size as Millennials yet little is known about them other than they are more digital and mobile than previous generations. iHeartMedia spent seven months studying today's teens to learn more about their values and behaviors. We connected with them through surveys, diaries and more. In my column last week I discussed their key values and their relationship with radio, which reaches 95% of teens each month. I'd like to delve deeper into the best ways brands can turn insights about Gen Z and their connection with radio into action.