Generation Z has one foot in the working age. They make up 40 percent of the consumer population and brands should not underestimate them in their communications. The MAM editorial team explored the attitudes of young people towards advertising in the latest issue of MAM 15/2024.
Generation Z expects authenticity from brands. Forget conventional advertising and create content that speaks their language and respects their values. Advertising must be natural and respect Generation Z as equal partners, not just passive consumers. "If the ad is natural, there is not a product being pushed in a forceful way and the brand stands for something, they accept it much better," says Alžběta Poláková, social media director at Etnetera Motion.
According to several studies, the attention span of Generation Z is lower than that of older generations. Therefore, it is crucial to create content that is short, engaging and informative. In addition, young people are often working with up to five screens at the same time, so the ad needs to be immediately engaging. "They hold attention for a very short period of time, if something is going to work on them, it has to be short," says Petra Víšková, head of qualitative at research agency Confess. However, too many ads from one brand can cause Generation Z to lose interest. So it is better to spread the frequency of advertising over a longer period.
And what role does social media play in communicating to Zs? What language do they speak? Why is sustainability important to them, even though their buying behaviour is often unsustainable? Read only here in the full version of the article.
Source: mam.cz
