Gen Z Communication and Messaging Transmission Research Findings
Grounded With Data conducted research to assist in developing the new messaging campaign for a substance abuse coalition. From our findings, we created a communication messaging & transmission model, which this paper references.
Who are they? – Generation Z (Gen Z) is the largest generation in American history, comprising 27% of the US population, and is the most ethnically diverse. They grew up saturated with technology as an integral part of their lives, always having instant high-speed connectivity. Gen Z differentiates themselves both personally and professionally in a globally influenced space and has immediate access to worldwide events/matters of interest, allowing them to actively engage in a variety of causes and concerns beyond their localities. They see the world as a more extensive ecosystem, emphasizing their role and responsibility in improving it.
Gen Z views the world as more inclusive and dynamic, but this generation does not romanticize the need for established institutions that do not conform to its needs and interests. The generation has no compunction about dismissing paradigms or established institutions that do not fit its perception of how things should be. The generation is more aware and engaged, with different expectations about life than prior generations, having experienced the harm caused by significant economic downturns and social unrest during their lifetimes.
Gen Z utilizes social media that values individual expression, inclusivity, and self-centeredness. Their decision-making process is highly analytic and pragmatic, and they are more willing to accept and follow recommendations made by other users online.
What is important to them? They feel the importance and a strong affinity for personal branding and social media. Unlike different generations, Gen Z tends to leverage its social media presence to gain not only peer recognition but also a means of promoting their careers or matters of personal interest. Gen Z needs to differentiate themselves personally and professionally in a globally influenced space and tends to rapidly change interests and concerns. Gen Z adopts opinion leaders’ recommendations more than Generation Y consumers. (Vitelar 2019). In relationships, they consider their parents to be co-pilots, which is different from other generations.
How do they communicate? The communication channels for Gen Z are different from prior generations. The system of message conveyance is encompassed by competing channel noise from a complex array of distractions, including the same media and cross-media sources, as well as noise from credible sources, misinformation, and disinformation. Message reception, however, is equally complex as members of Gen Z tend to be insulated by layers of defensive filters that act like tumblers in a lock blocking messages that do not align with the generation’s interests. While it is possible to reach Gen Z with traditional methods of communication, the generation not only overwhelmingly prefers the use of technology and specific platforms but also expects other generations to adapt. As a result, traditional methods of communication will be inefficient but may have some reinforcement value.
It is vitally important to create highly targeted and genuine, personalized content on mobile applications and online media platforms. Content includes innovative apps that add real and new value to users that include the ability to compare, search for a wide range of information, and easily obtain experiences. Gen Z likes their content and experiences posted publicly and carefully selects, recruits, and manages influencers such as vloggers (i.e., video bloggers), streamers, and celebrities to promote their brands. It is essential to include more genuine and authentic people and cultures as part of the messaging. Gen Z likes to be included as team members to help others become familiar with their wants and needs. They also like to promote a lifestyle and an experience over traditional messages, paying close attention to details. Consider creating 3-D virtual experiences, augmented reality, and video clips tailoring the message by incorporating more activities with a more significant and more robust social media presence.
Additionally, messaging for Gen Z is a transformational process where members of Gen Z desire to transform from someone responding to an influencer to becoming an influencer themselves. Gen Z is driven by a Fear of Missing Out from messages conveyed by influencers they view as real, creditable, and recognized by their peers. The transformation process is driven by the generation’s desire to be an influencer for peer recognition and further develop their personal branding credibility.
Recommendations – This generation is highly aware, informed, and close to their parents, often seeking advice and support. It is essential to capitalize on Gen Z’s knowledge base and account for variations in language and communications. The goal would be to grab their attention within 8 seconds, using genuine and authentic trusted voices (e.g., influencers) and making the messaging experience-based/personalized to account for age, gender/gender ID, race/ethnicity, and culture. Play to Gen Z’s desire to be influenced by trusted sources and need to become an influencer and set the message to optimize peer recognition and personal branding. Enable the sharing of experience to others through social media. Utilize message platforms by being concise and using visual images or video. Gen Z interacts easily, is friendly, and quickly responds to questions. Hashtags create a buzz around their products and convert offline word-to-mouth into an online campaign with greater efficiency (Puiu, 2016).
NOTICE: If you would like to use or site our research for your own purposes, please email Patti@GroundedWithData.com so we may provide you with the proper citation information
References:
Graham, L. P. (2018). Generation Z Goes to Law School: Teaching and Reaching Law Students in the Post-Millennial Generation. The University of Arkansas at Little Rock Law Review, 41(1), 29–95.
Puiu, S. (2016). Generation Z — a New Type of Consumers. Young Economists Journal / Revista Tinerilor Economisti, 13(27), 67–78.
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