If Gen Z and Gen Alpha aren’t a priority in your advertising strategy, you’ve got some catching up to do. And with 98% of Gen Z listening to audio daily, now is a great time to start.
Luckily, new research provides key insights into what you need to know about these emerging generations and how you can leverage audio to reach them.
The team at McCrindle specializes in research and analysis, and provided in-depth insights on Gen Z and Gen Alpha in a 2023 study. Here are our key takeaways.
Generations have typically been placed 20 years apart but are now closer to a 15-year span. This is a result of parents having children later in life while new technologies, evolving careers, and societal values change rapidly.
This generation describes themselves as independent, determined, and creative. Their global perspective, digital fluency, and ability to connect with like-minded individuals have empowered them to recognize their voice and engage in social activism.
Already comprising 27% of the current global workforce, Gen Z values authenticity, clear communication, and empathy. This means as they increase their wealth and purchasing power, socially responsible products will likely grow in importance.
Their parents involve them in decision-making processes and consider their input on purchases and travel destinations.
This generation is more likely to:
Projected to become the largest generation in history, they already have considerable brand influence and buying power. Their size, technological savvy, and consumer behaviors make them a force to be reckoned with as future consumers and employees.
While Gen Alpha is still relatively young, they influence almost 80% of their Gen X and Millenial parents’ buying decisions. (Yes, you read that right—80%!)
Within the next 5 years, Gen Alpha’s economic footprint will reach more than $5.46 trillion.
This generation is the most:
According to Edison Research, listeners in these generations are steadily increasing.
As reported in their 2023 Gen Z Podcast Listener Report:
According to their 2023 Kids Podcast Listener Report on kids aged 6-12 (Gen Alpha):
Not only is Gen Z already listening to podcasts, they’re fueling podcast growth exponentially. Spotify’s 2023 Culture Next Report reveals it’s because Gen Z craves:
Spotify’s report goes on to share that in the first half of 2023, Gen Z podcast streams increased by 48%. As their growth continues to accelerate, it’s clear that podcasts remain an unmatched medium that’s essential to your advertising strategy.
Based on generational data, yes. According to findings from an August 2023 research study, presented by Coleman Insights Media Research and Amplifi Media:
Between the changing perceptions and behavior of podcast consumers, and the younger generations influencing 80% of their parents’ purchasing decisions, the answer is a resounding “Yes!”
Gen Z already makes up 27% of the workforce with access to disposable income. Meanwhile, the first of Gen Alpha will be entering the workforce within the next two years. So, the necessity of using video to reach these younger generations isn’t surprising because video incorporated in any form of media helps:
What is surprising are the brands that aren’t harnessing the power and possibilities of video with their podcast partners.
It’s one thing to know video is necessary for podcasts and another to leverage video in your brand’s marketing strategy effectively.
Here are six simple ways to start:
These key insights emphasize how crucial it is for brands to understand the emerging generations to more strategically reach their target demographic, and craft campaigns that resonate with them.
The size, knowledge, and influence of Gen Z and Gen Alpha means their purchasing power is robust, significant, and accelerating. But just putting your brand in front of them isn’t enough. You need the help of trusted experts who know how to efficiently and effectively reach these influential generations.
Ad Results Media pioneered podcast advertising and specializes in harnessing the power of creator-based audio and video platforms. See what they can do to help you leverage these key insights and integrate a more effective advertising strategy.