30% of the global population is Gen Z. Time and time again, studies show that journalism frequently overlooks the needs of these digital natives - despite the wealth of online information available to better engage them.

In fact, some of these data findings about Gen Z news consumption are so bombastic, that we’ve used them to inform a short guide on how to effectively engage, reach and resonate with this empowered, issues-driven audience segment.

Four ways that Gen Z think differently

(and four ways to lean into that)

We’ve started each one with a data finding, because that’s a good basis for anything - but you’ll want to stay for the inspirational ways our industry are addressing the problems those findings reveal.

1. Focus on building trust and transparency

2. Embrace and utilise digital platforms

3. Prioritise visual content

4. Embrace social, environmental and world issues

The TLDR

Here’s the thing about Gen Z and news. Every generation requires a different strategy to catch their attention, and pursuing Gen Z is no different.. The pain point for newsrooms at this juncture is that while some Millennials may have had a smidge of nostalgia for the Old Ways, Gen Z are unapologetically digital natives, and a strategy based on a theory that they may eventually, possibly, maybe find their way to ‘conventional’ news coverage as they age seems risky.

In the spirit of Gen Z, here’s the TLDR:

  • Leverage and utilise digital platforms as they’re intended to be used
  • Social platforms are designed for visual content. Make sure content is fit for its format, platform and distribution strategy
  • Trust is tricky: personalities tend to trump brands for engagement
  • Keep doing what you’re doing; talking and reporting about issues that affect the world, the environment, and everyone in general - just remember who’s reading it

You don’t have to be 21 in order to connect with this generation. You just have to be hyper aware of exactly what Gen Z are interested in, where they’re talking about it, and what their expectations are of you.

And really, that's no different to any other generation, is it?

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