Generation Z still love screens – but also real-life experiences, creativity and authenticity

University marketers will need to look beyond Generation Z’s affinity for the internet and technology – this audience has created a new “Cultural Currency” that regards “uniqueness, authenticity, creativity and recognition,” according to new findings by US-based research firm Wildness.

“What’s different for this generation is not as simple as the internet or technology,” Wildness’s latest infographic reveals. “Technology is an important component, but what’s changed is this generation’s relationship with culture.”

So, what does this “relationship” entail?

Social media is important for sharing – but also creating.
While we’ve previously reported that Generation Z desire to be ‘creators’ in conjunction with their favourite brands, the survey revealed that creative expression in itself is extremely important to 80 percent of this audience. This coincides with their social media obsession, where over a quarter are posting original video content on a daily basis.

After all, 80 percent of Gen Z are on social media every day: It’s where they love sharing and viewing the brands and celebs they love most – mainly on YouTube, at 31 percent. The study also reported that nine out of 10 tune in to the online video channel every day. But don’t give up on other social media outlets just yet – 30 percent of this audience indicated they ‘follow’ their favourite brands, along with their posts, on other platforms. Furthermore, 77 percent said they found brand messaging on social networks engaging.

TV is on its way out.
All of that said, TV is definitely on its way out with Generation Z. Over half of 12- to 24-year-olds said they’ve never had “cable” TV (or Foxtel-type subscriptions offering hundreds of channels) – or have ended their service, or plan to do so. Therefore, it’s probably no surprise that “zero out of 10” surveyed would choose to keep their television, if only allowed one electronic device.

Real-life experiences still matter most.
Emerging reports continue to insist Generation Z loves their screens – which they do – however, real-life experiences are still their preference. This, whilst digitally connected day and night, revealed the study. Believe it or not, nearly 90 percent of this generation take deliberate breaks from their digital devices. In fact, 54 percent do so daily, enabling them to have “real” experiences and hang with friends.

So, university marketers: Online video channels like YouTube is still the place for reaching your future students, Generation Z. But don’t discount other social media – particularly Instagram and Snapchat – where this audience loves to share. Equally important is generating ways Generation Z can have “real-lie” interactions or experiences with your university, including tactics allowing them to ‘create’ with you.

We can help, at Venus Ed. Just give us a call on (03) 9510 7000.