Gen Z: the same, but different
While media attitudes and behaviours differ between generations, new research shows many of the elements they value most in advertising are remarkably similar, writes Jane Ostler
Generation Z consumers have grown up clutching a smartphone. Now on the cusp of adulthood, the lives of these 16-19 year olds have been shaped by the digital world. To engage them, marketers must understand how they respond to different forms of advertising.
There are differences between their attitudes and behaviours and those of older consumers, but Kantar Millward Brown’s recent AdReaction: Gen X, Y and Z study indicates that some are not as stark as might be expected. When it comes to receptivity among this audience the use of traditional and digital media needs to be carefully considered.
We know that Gen Z does spend more time online, with three quarters on mobile devices for at least an hour a day, compared with just over half of Gen X. They’re more averse to advertising in general, which makes a marketer’s job much harder. They are more likely to claim ads are ‘irrelevant’, ‘obstructive’ and ‘boring’.
However, despite spending more time in the digital world, when it comes to formats, Gen Z is more open to ads in traditional media than digital advertising. This preference for formats such as outdoor billboards, cinema, print and radio is shared with older generations.
Members of Gen Z are also more sceptical about digital advertising, probably because this is truly ‘their’ realm. They’re unforgiving when an invasive online or mobile ad format does not offer them some form of control, such as non-skippable pre-rolls and pop-ups, and they resent the intrusion into their territory.
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They are most likely to have installed ad blockers, and to multi-task to avoid TV ads. When they can skip, they do, clicking on average three seconds faster than Gen X (after 9.5 seconds on average) and more often – 47% say they skip mobile ads whenever possible (37% for Gen X) and 56% on the desktop (49% Gen X). They do enjoy more innovative digital approaches, however, such as sponsored lenses and filters on Snapchat, and the use of virtual reality.
An ad really has to earn their attention. This is also a generation that knows what ‘good’ looks like, and has a sophisticated level of visual discernment. They like great design and strong creative, and appreciate the effort that goes into making an ad interesting and attractive.
So Gen Z has high expectations of advertising, especially in the digital space. But this doesn’t mean they are impossible to reach. This audience has more free time than any other, and is more receptive to ads across a wider timeframe, in sharing environments, and in movie, comedy and music contexts. If you can respond to Gen Z’s thirst for engaging and relevant creative, whatever channel it’s delivered on, then you have a chance of capturing their attention.
Traditional formats do have a place in the media plan. But marketers need to recognise that across all channels, Gen Z is constantly making decisions about whether to avoid or engage with advertising. Some of the elements of an ad that will engage Gen Z include:
Music and humour: with 43% of Gen Z being passionate about music – almost double the number of Gen X – they emphasise well-used music as a defining characteristic of a good ad. The recent Boohoo Wander not Wonder ad (below) is a great example of using music to create a mood. Humour that they can identify with, meanwhile, is the most effective way to prevent Gen Z from avoiding ads and shifting their attention elsewhere.
Shorter content – ideally less than 10 seconds: there’s no reason brands can’t create longer-form content if it’s relevant and intriguing – Red Bull, Coke and Dove prove this time and time again – but shorter lengths are preferred, and all video ads must deliver early impact and intrigue.
A unique creative style: how an ad is presented is as important as what it says, and a strong and inventive design aesthetic will help win Gen Z over. While they find TV and cinema ads of the highest visual quality, they also appreciate digital ads that look good. They’re also far more open to new forms like native advertising and sponsored lenses, and enjoy when brands use immersive formats such as augmented reality (AR). Marketers should experiment with these fun, creative and more subtle marketing approaches, which seem to be favoured over ‘hard sell’ formats.
Control and interaction: giving Gen Z control over their ad exposure is key for improving receptivity, and this means making it easier to close, hide or mute ads as well as skip. Brands must stop using interruptive non-skippable formats – all generations dislike these. The need for control doesn’t stop there: GenZ wants to feel involved in campaigns, co-creating or interacting as a form of entertainment. Kraft’s Mac and Cheese Snapchat lens in the US is a great example of this.
A credible celebrity endorsement: Gen Z enjoys ads featuring famous people or influencers more than older generations. Whether a celebrity is right for a brand depends on what they stand for among the audience. Above all, they need to be authentic: it must be believable that they would use the brand they’re promoting.
Brands must quickly adapt to the values and attitudes of Generation Z to keep pace and remain relevant to this audience. While media attitudes and behaviours differ between generations, the AdReaction research shows many of the elements they value most in advertising are remarkably similar. Brands that respond to these shared values and perspectives, creating meaningful and impactful advertising whatever the format, will be able to connect with Gen Z now – and create powerful brand advocates for the future.
Jane Ostler is managing director, media & digital at Kantar Millward Brown UK