This post is authored by our SVP of Strategic Solutions at Pandora, Heidi Browning.
It seems like just when we got the swing of marketing to the mobile, multitasking millennial, Gen Z comes along and takes multitasking and multisensory experiences to a whole new level. There’s no doubt: Gen Z is connected, informed and ready to take on the world. Rewriting the rules of engagement around communication, entertainment and commerce, they are the world’s first digital-native, smartphone-native generation.
At Pandora, we wanted to immerse ourselves in the Gen Z psyche to better understand how they relate to the world, what media platforms they can’t get enough of, and how those behaviors impact their musical tastes and preferences. We conducted a proprietary Gen Z listener research study, surveying around 2,000 Pandora teens between the ages of 13-17 years-old. The results were enlightening.
Gen Z Connects Through Music
It’s safe to say that music plays an important role for every generation, but we should expect teens to embrace it in a way entirely their own—one inspired by digital and more ever-present than ever.
How to Win with Today’s Teens
ATTENTION: Get back to basics. Keep it simple, authentic, and natural. Reach teens in places where they spend most of their time (and by the way…it’s on mobile and with music).
EMOTION: It’s not enough to have an authentic core. Today, brands need to relate to the right topics and consciously create avenues for Teens to have that emotional connection. Showing them that #YouGetMe will create a special value exchange that builds loyalty with them overtime.
ACTION: Deliver on Gen Z’s constantly evolving needs. Understand what drives them and repeatedly provide them with unique products, services and experiences they can’t imagine living without.
Understanding how Gen Z consumes media, and the role music plays in their lives, will be the most important step towards mastering marketing to this generation.
Download our full Gen Z report to learn more.
To download:click here
Source: Ypulse Survey Topline Report: 7-15-16: Entertainment Brand and Spending Tracker, Music Behavior and Taste