Zoomers want news that’s delivered where they want it and by people of their own generation, a new report says.
Writing for INMA, ideas blog editor Paula Felps says keys to Gen Z engagement for media companies include learning how to deliver they are looking for, and on the platforms where they live while ensuring they’re represented in the newsroom.
‘What Gen Z + Media Need From Each Other’ how and why platforms matter; engaging and retaining Gen Z; and Gen Z in the newsroom, sharing research and explaining what it means for news media companies.
Using six case studies from around the world, and drawing on research from the Reuters Institute, Pew Research Center, and Borrell Associates in the US, the report looks at what companies are doing to connect with Gen Z, explains how it’s working, and shares what they have planned to continue attracting this important audience segment.
Key takeaways in engaging Gen Z include:
-social media via their phone is a Zoomer’s preferred platform for news;
-this generation seeks authenticity and avoids crisis coverage; and
-engaging this generation means hiring them.
As Gen Z enters adulthood and becomes the next generation of news consumers, the old playbook needs to be rewritten for a digital-first world, according to the INMA report. This means understanding their platforms – such as TikTok and YouTube – and their world view, which is more global and connected than any other generation.
Additionally, engaging the 25-and-under generation means hiring them. According to the report, including Gen Z in the newsroom requires creating a Zoomer-friendly work environment with collaborative workspaces, flexible schedules, room for experimentation, and continuous skill development.
Among the report’s case studies are Germany’s Funke Zentralredaktion, The Australian, the Wall Street Journal, Norway’s Dagens Næringsliv, The News Movement in London, and the Sydney Morning Herald in Australia.
‘What Gen Z and Media Need From Each Other’ is available free to INMA members and registered users at INMA.org. All others may register and download here.