The term 'Generation Z' refers to people born 1994-20010; these youngsters are said to have an attention span of 8 seconds with 79% of them display symptoms of emotional distress when kept away from personal electronic devices, and 84% use an internet-enabled device while watching TV. So – how do you keep up with them and keep them interested?
1: Let them take control
Until just over a decade ago it was largely media-professionals who had control of print and online publishing but gone are these days. Citizen journalism has risen exponentially and will continue to do so.
Generation Zs’ parents (Generation X) were born in a time of social unrest, political upheaval, and anarchy, some of which seemed to have subsided by the early years of the Millennials generation. But now all are back and Generation Z have learned from the past and their values reflect that with 76% concerned about man’s influence on the planet.
Conclusion: Give them some breathing space, these people care and they will have their voices heard, whether you like it or not.
2: Give them an experience
Considering their diminished attention span (demonstrated by the rise of apps like Vine and Snapchat), it is vital to give Generation Z an experience that they want to stay and enjoy. Virtual Reality (VR) is giving way to a medium through which consumers can understand a good or service like never before. Merrel conducted a brilliant example of this; when publicising its new Capra hiking boot it used VR to create a holistic experience for the wearers of the technology by allowing them to live the product. This allows the user to have free reign – you give them the topic and they begin and amplify the conversation.
Consulsion: Their incredible capacity to consume and influence the digital world should not be underestimated; it should beharnessed and embraced.
3: Engage in different ways
The number of 18-24 year olds reading print newspapers has dropped 25% in 15 years. This staggering drop is mimicked by the fall in overall readership of print newspapers, which can be seen here. So what’s the solution?... Finding new, different ways to engage and keep people engaged.
@Queen_UK is a parody account of Elizabeth II and provides a mix of funny tweets with newsworthy stories. With over 1.3 million followers, the account provides a channel for people to receive and consume news from an already popular platform. From here, calls to action can be planted and hashtags and stories can be amplified on a scale like never before.
Conclusion: It can be okay to lose control. Let them take the main role and amplify content for you!
So, whether you like them or loathe them, Generation Z is our future, so we had all better learn what Peach is and how to use it… FAST!