![]() Can many members of Gen Z even name a free-to-air channel or know what a local newspaper is? What platforms are Gen Z using and why? Meta – short-form video content resonating strongly On the flipside, they’re a generation focused on diversity, inclusivity, mental health awareness and sustainability among a myriad of other issues, the vanguard of a progressive nouvelle vague attempting to hold those in power and politics to account for actions they deem as mortgaging their future before the said future has even begun.įor media agencies, they must follow this audience where they hang out. Prioritising authenticity, yet in possession of a different persona for each social media platform they’re active on. Tapped into the latest trends, yet jumping from one flash-in-the-pan fad to the next. Terminally online, yet constantly craving connection. This 20% of Australia's population is a conundrum for advertisers and brands. Gen Z, defined as those born between 1997-2012, are now in the work force and about to become the largest group of consumers.
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