The Changing Landscape of News Consumption Among Gen Z
Young people aged 12-27, known for their youth and purchasing power, present a unique challenge for traditional PR methods to capture their attention. While approximately half of TikTok users under 30 utilize the platform to stay updated on news and politics, social media isn’t the sole medium through which to reach these teens and young adults.
Diverse News Consumption Habits Among Gen Z
Research by Morning Consult reveals distinct differences in news consumption habits between Gen Z men and women. Men exhibit a higher propensity for news consumption compared to women across various news sources, with the disparity ranging from 7 to 14 percentage points.
Despite these differences, engaging with Gen Z women on news topics is possible, even though they may be a challenging demographic to reach. While about a third of men engage with traditional television, digital, and newspaper sources, women’s engagement levels are slightly lower. Both genders demonstrate a preference for television over text-based news sources, highlighting the generation’s inclination towards video content in all its forms.
Exploring News Sources Beyond Social Media
In addition to traditional news outlets, Gen Z also shows a willingness to engage with paywalled media like the New York Times, the Washington Post, and the Wall Street Journal. However, there appears to be limited interest, particularly among women, in in-depth political content offered by platforms like Politico. This underscores the importance of understanding the nuanced preferences of Gen Z when targeting them with news content.
Diversifying Engagement with Gen Z
Aside from news consumption, Gen Z is actively involved in various hobbies that PR professionals can leverage to capture their attention. Sports partnerships, influencer deals, and podcast collaborations offer alternative channels to connect with this demographic. Notably, both Gen Z men and women exhibit a keen interest in music, podcasts, and video games, presenting opportunities for targeted messaging to specific audience segments.
Live events such as movies, parties, concerts, and sporting events are also popular among Gen Z, providing avenues for brand activations and engagement. By understanding the diverse interests and preferences of Gen Z, PR professionals can tailor their strategies to effectively resonate with this dynamic audience.
Understanding Brand Preferences Among Gen Z
Gen Z men and women showcase contrasting brand preferences, with men favoring tech brands like YouTube, TikTok, Apple, Netflix, and iPhone, while women gravitate towards food and fashion brands such as Starbucks, SHEIN, and McDonald’s. This highlights the need for tailored marketing approaches that align with the distinct preferences of each gender within the Gen Z demographic.
Adapting Strategies for Gen Z Engagement
While it’s tempting to generalize about generations, a successful PR strategy for engaging with Gen Z must transcend age and gender categories to focus on individual preferences and consumption behaviors. Tailoring media mix and messaging to resonate with the diverse interests of Gen Z is essential for creating impactful and relevant communication strategies. By understanding the evolving landscape of news consumption and leisure activities among Gen Z, PR professionals can effectively navigate this dynamic demographic with strategic and nuanced approaches.
Best of luck as you navigate the dynamic world of engaging with Gen Z!
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