Gen Z Media Consumption and the Best Ways to Reach Them

Being an effective communicator requires knowing how to engage your audience. Multi-generational approaches can be tricky, because members of a particular generation may have different communication expectations. Gen Z is no exception to that rule.

According to Forbes, Gen Z is comprised of individuals born between 1997 and 2012. The publication notes that one of the biggest influences differentiating this generation from others is that “they are the first generation to have grown up with access to the internet and digital technology, which has highly influenced how they interact with their environment.”

In late September, our Kimberly Kane met with World YMCA leaders in Geneva Switzerland to support their work on the organization’s brand, global communications and Gen Z outreach. One of the highlights of the presentation was a panel discussion of Kane staffers, and Gen Zers, Mitchell Roehl, Liz Karnowski and Lillian Hardy, who revealed tips and best practices to engage with their generation.

“Being authentic with your content is probably one of the most important things,”said Hardy.

For organizations looking to connect with Gen Z, short-form content is an important vehicle to deliver your message. However, equally vital is expanding key messages and talking points to make them relatable to an online audience, especially trend-based posts.

“Don't follow a trend just to do it. Align it with your brand's overall purpose. Emphasize what your brand really stands for,” said Hardy. “Being timely is really important on social media because it moves so fast. So if there's an issue that aligns with your company's values, say something immediately. Don't jump on the bandwagon after a few weeks or months.”

Looking beyond social media, audio and video podcasts have also gained popularity with Gen Z, with 75% listening monthly. Liz Karnowski shared the secret to a successful corporate podcast.

“If you are a brand or an organization, a podcast should align with your company’s values. It shouldn't be kind of a random thing just for the sake of doing it,” said Karnowski.

To resonate with consumers of this generation, authenticity and aligning your mission and values with the content you produce is the first step to connecting your brand or organization with Gen Z.

The full panel can be viewed above.