Generation Z are culturally dominating, monetarily strong, and influential across generations and sectors.
The rebellious demographic are rejecting online-only identities to speak up in all cultural venues. Out-of-Home is becoming a distinct Gen Z touchpoint in a digital environment.
With Gen Z becoming more important in brand spaces across all media, advertisers must adapt and embrace new frameworks to satisfy their distinct goals, match their values and find new ways to engage them.
‘Gen Z customers are sophisticated, discriminating and continuously pushing businesses to take action and provide genuine social change,’ says Essie Wake, chief marketing officer at JCDecaux Australia and New Zealand. ‘Growing up online, they recognise the risks of digital participation and are now seeking a step change as they seek and embrace real-world encounters.’
Gen Z’s ideals and attitudes may seem conflicting. But having grown up at a time of technological acceleration, progressive identity politics, ecological disaster, social inequity and political polarisation – so is the society they inherited.
As Gen Z step up to change society, culture and industries for themselves and others, we examine the social, economic and cultural developments shaping their needs and standards in Australia and worldwide, including:
: ID 3.0
Gen Z prefer self-definition over identity check boxes – generating and expressing numerous ‘selves’ as identity boundaries dissolve.
: Reformation Generation
Gen Z are intensely aware that the institutions around them are unfit due to political polarisation, climate catastrophe and social inequality.
They want a complete social reset in response.
: IRL meets URL
Gen Z are the first generation to realise their wants can be serviced online, offline and everywhere in between. Their identities, needs, activities and beliefs are borderless, creating new expectations for how and where companies connect with people.
Discover our Reformation Generation macrotrend, exploring how marking a new era of collaboration between brands and Generation Z, opportunities are arising to re-assemble, decentralise and decolonise our outdated societal systems.
DISCOVER REFORMATION GENERATION
We have found five key themes at the centre of the Out-of-Home opportunity. We investigate the future trends that will characterise this new IRL frontier, giving advertisers a framework to increase engagement, encourage equality and unite communities. These include:
Future-facing ads are following Gen Z’s collectivism to re-imagine community and placemaking. Next-generation brand interaction will go beyond consumer experience and make public screens communal platforms. Enter Viewtility.
: Egoless Marketing
To remain relevant, Gen Z brands must prioritise authenticity and purpose. After a recent wave of purpose-washing, Out-of-Home offers marketers a new platform to promote significant issues and community needs authentically.
: Paradox Personas
Growing up juggling myriad digital and IRL identities, Gen Z’s beliefs, expectations and desired experiences reflect this constant change. Here, digital Out-of-Home can appeal – providing online ease and personalisation to Gen Z’s physical environment.
This is just a snapshot of the Gen Z: The IRL Opportunity report. Click below to download the full report PDF.
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To learn more from about the trends in Gen Z: The IRL Opportunity report, download it here.
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