Generation Z and Radio: Targeting the Next Big Consumer- Teens/Gen Z

Generation z and radio are a match made in marketing heaven. — “Generation Z is about to become the largest and most important consumer target. They are the most complex and most employed generation.”

Generation Z refers to the generation born from 1997 to 2012. They are teens ages 12-19 years old. Generation Z’s characteristics are interesting and specific. They are gamers, music goers, and mostly known as an internet-dependent generation. This generation is the most diverse, technologically savvy, and socially aware compared to any generation. They are likely to care about trends but they are also quick to research.

Generation Z is about to become the largest and most important consumer target. They are the most complex and most employed generation.

It is important to not put them all in the same place when targeting Teens. Seventy-eight percent of 12-19 years old do not like stereotypes. They believe that “Nobody tells me how to live my life-I’m on my own man.” It means that they want to be in control of their life and not allow other people to tell them what to do. It is the key consideration when targeting consumers and recognizing what matters to them will help brand deliberation.

According to the 2020 TeenMark study from MRI-Simmons, Thirty-seven percent of Generation Z prefers to buy natural products because they are anxious about the environment and 44% are willing to pay more for a product that is environmentally friendly. Over a third of Teens believe that the brands they purchase should support social causes.

Despite many misperceptions about teens, the greatest misinterpretation is that radio does not play a role in their lives. According to Nielsen’s RADAR, Radio reaches 17.8 million teens every week (71%).

The 2020 TeenMark study also debates many other teen fables as they pertain to AM/FM radio. Forty percent of teens find about new music through broadcast radio. For Generation Z, broadcast radio also connects with them more emotionally.

Teens- the MRI-Simmons study, AM/FM radio:

Puts them in good mood (36%)
Pure Entertainment (27%)
Keeps them informed/up to date (24%)
Good Escape (21%)

Generation Z continues to tune into broadcast radio today as it provides them with emotional benefits. AM/FM radio media plans influence this generation and will no doubt deliver benefits to brands in the future.

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