Hearts & Minds: How to reach gen Z

Traditional media outlets are thinking hard about how to attract younger readers and viewers. The national and regional publisher, Reach, has hired the editor-in-chief of Hearst UK entertainment website Digital Spy to lead the Gen Z push. CEOs and comms teams must do the same.

What’s clear is that simply producing TikTok videos in the hope they land doesn’t work. The main quality Gen Z is searching for is authenticity. That’s what they value above all else. That means using real people telling real stories, with messages that are transparent and honest. They don’t get their information from one medium; they rely on different touchpoints to gain trust. They want material that relates to them, that they understand and believe. So, where possible, combine spotlights on social media with interactivity and in-person appearances.

Be clear what you stand for. Gen Z is seeking meaningful purpose and differentiation. Communicating it is not enough. Unlike previous generations, they want proof. That means actively demonstrating this is what we believe in, this is what we do, this is who we are. If you can’t do that or you’re not ready, don’t go there. Gen Z does not think twice about hitting back – they’re no respecters of longevity and reputation. Don’t match what you say on the box, in the advert, and you will be toast. Your name will go viral and not in the way you want.

They love UGC or user-generated content. They influence each other, share, chat, form online communities. They believe in their friends, in people they identify as peers. Encourage and empower them to discuss, review your brand. Set them contests and challenges – Gen Z may not devour the New York Times, but they cannot get enough of its Wordle and other games like Connections and Strands. Similarly, personalise and customise, so you’re speaking to them direct.

Gen Zs have been brought up in the digital age. Everything is at breakneck speed – they’re one click, one swipe from something else. For it to hit home, content must be bite-sized, relevant, instantly impactful and memorable. Find influencers who represent your values, who can sell your brand. Don’t go by how many subscribers they have but who those folk are – a closer relationship with a micro-influencer connecting with a highly-engaged niche audience may prove more fruitful.

Finally, spot the trends and emerging platforms. You must keep up and even better, get ahead.

Chris Blackhurst is one of the UK’s foremost business journalists. He was previously Editor of The Independent and City Editor of the Evening Standard.