Back in May I presented, “Radio’s Roadmap to Gen Z Listenership” with Megan Vartan, Director of Research at Edison Research at the National Association of Broadcasters (NAB) Show Express. This new research study included an overview of Gen Z, including vital stats and essential Gen Z traits, qualitative research, and the most recent Share of Ear data from Edison Research focused on Gen Z (13-24 year old) listening habits.
Some of the Gen Z takeaways for radio covered in this presentation include:
“In the know” – Zs were swiping before they were wiping. By the time they were tweens, they were on the Internet and exposed to current events and the harsh realities of the world. Today, many Zs are news and information junkies and being informed is a social currency for this generation.
- The Zs we spoke in this study love hearing snack-size bits of news, commentary, and relevant info on-air and they love the connection they build with radio talent through these exchanges.
- Radio should double down on these beloved programming elements; it’s what separates radio from other popular Gen Z music sources (e.g. Spotify and YouTube) that offer music without the color or human connection.
“Change agents” – Zs feel a responsibility to fix what past generations have broken. Making the world a better place is the Gen Z North Star and they expect brands and corporations to care about making the world a better place as much as they do.
- Help Zs change the world and their local communities, together. Zs love to support local businesses, local causes, and their neighborhoods. Join forces with Zs and connect them with volunteer opportunities, charitable events, etc. This type of localism is something Spotify and YouTube can’t replicate and it demonstrates your station cares as much as Zs do.
“Culture creators” – Zs were creating and sharing their content with their networks and the world at an early age. Today they’re in a constant state of creating. They value co-creation with brands more than anything and they want to partner with the brands they love and be a part of the product development and marketing process.
- Tap into the creativity and promotional expertise of Zs. There’s a whole generation of listeners who would love to go beyond listening and get involved with their favorite radio station. Zs are digital marketing pros, are deft at organizing communities online, and they could be activated on behalf of your station. Read more on Gen Z and co-creation here.
Listen to the full presentation, including Share of Ear data here.