Gen Z has a lot in common with Alan Jones
Yesterday morning saw 100 or so marketing types enjoying a nice bacon and eggs breakfast at the Opera House while people from MCN, Habbo, Channel V and Fuel TV told us all about how the kids are down with their brands.
And while there was inevitably something of a sales message in their research, there was also interesting stuff to be dug from yesterday’s attempt to define “Generation Z” (By the way, I’m not sure I got the memo – I thought we’d all decided to call them iGeneration?)
But half of the benefit of being at these types of events is that even if you don’t buy everything the speakers have to say, you get the opportunity to be away from ringing phones while you think about the topic.
And admittedly the you-would-say-that-wouldn’t-you cynics would look a bit more closely at some of the messages of yesterday’s forum:
- 82% of Aussie teens like seeing advertising
- Pay TV is their favourite platform
- The kind of community you get in virtual worlds like Habbo is what they want
But there were also some underlying messages that got me thinking about consumer loyalty. And there have been a couple of other media events this week, which take me in that direction too.
Take exhibit A – 2GB. This is a radio station that runs on the dual cults of Alan Jones and Ray Hadley. It’s an older, intensely loyal demographic that doesn’t even fall away when Jones is sick and off air, as yesterday’s audience figures demonstrated. And when they tell the punters to buy chips, then that’s exactly what they’ll do.
But that’s not to say that all Australians share that media brand loyalty. Look at exhibit B, the way that Nine’s Monday night audience fell away this week, the instant Underbelly finished its run. There’s little media brand loyalty to Nine there. (Of course, loyalty has to be earned, but that’s a different debate altogether.) I’ve not seen data, but I wouldn’t be surprised if baby boomers and older were the ones who did stay most loyal to Nine. Which suggests that Gen X ,and Gen Y even more so, are promiscuous with their media brand choices.
But what of Gen Z – those from 13 to 24, as yesterday’s event examined them?
If you want to find out what a loyal brand champion looks like, check out Sarah Jane Owen, who I’d never dare describe as exhibit C, evangelising the Reebok Freestyle shoe.
I urge you to watch, if you want to see just how passionate people still get about brands.
(A declaration of interest, by the way. SJ – who now works for MTV Digital – was editorial assistant at B&T for a while when I was the editor. At the time I didn’t spot the talent she displays in the Lipstick Ladiez blog. It was my loss.)
And exhibit D, another person within that demographic is YouTube’s Natalie Tran, a Sydney student with an extraordinary following.
It’s not just the sheer number of people who watch every video she puts out (although, to take a typical example, one posted about a week ago has already had about a third of a million views – that’s nearly twice that of the most watched programme on pay TV last week). It’s the fact that more than 10,000 of those viewers have taken the trouble to give it a rating (it’s averaging five stars). And more than 9000 have left comments. Let me give you that number again – 9000. In a week. That’s loyal, and engaged.
It seems to back the claim in yesterday’s research that points to a “return to more traditional values”. Which means that the old lesson for brands of catching ’em young while habits are forming is back at front and centre.
Alan Jones described his ethos as “pick and stick“.
I think it’s coming back.
(Update: One point from the organisers. Although they were talking about marketing to 13 to 24-year-olds yesterday, they define Gen Z as being 13-18.)
Tim Burrowes
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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The Gen Z name is the logical flow on of X,Y & Z – making it easier to navigate through the Generations.
Whilst there is debate about start and end dates, “Generations” are typically about 11 – 12 years in duration – Gen Y (currently around 19 – 31years) Gen X (31 – 44 years etc). Naturally, the Gen Z’s are still evolving with those under 13 years probably too early to start making assumptions about.
The other names that have been given to this generation, whilst more interesting than “Gen Z”, tend to focus in on just one characteristic (like technology for example) … or is too generic (like “next gen” – which could apply to any generation coming up through the ranks)
Personally, had we not dubbed them “Z” the “WE” generation would have been an interesting term given they are emerging as a more grounded generation that is less about “ME, me, me” and more about their community than their Gen Y predecessors. They are hugely into causes – particularly the environment, and will often put this ahead of pursuits like money, fame, power etc
One interesting finding, from previous surveys of this group (we’ve been watching them for some time now) is they were far more concerned with equality issues in the workplace than anything else on a career level … they didn’t want to see any discrimination on basis of religion, race, gender, sexuality etc Money and overall career success in the sense of climbing the ladder barely registered as a consideration barely registered.
Also worth noting, this study is based on what Gen Z says about themselves – as well as some behavioral observations. A lot of the previous commentary is based on assumptions about what they will do because of their use of technology etc
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Your final point is an interesting one, Fleur. Now you mention it, I remember wondering during the presentation, how similar this would be to what Gen X or Gen Y would have said about themsevles at a similar point in their lives.
Cheers,
Tim – Mumbrella
Yes I’ve heard that said a lot too, however I think the causes issue has intensified – particularly around the environment – given the greater focus on this in schools etc
We also heard it said about Gen Y in respect to their attitudes in the work place – that this was simply youth being youth (lack of respect / loyalty etc) However, I think its fair to say that Gen Y attitudes were a fairly unique outflow of the cultural influences around them when they were growing up (including relative affluence, availability of work). I think most in Gen X would have been a lot more hesitant than Gen Y at the same stage in life.
You could also say that reality TV etc intensified the Gen Y desire for fame.
However, this next generation – Gen Z – has been exposed to those influences as well, but appears to be less distracted by them ….
Just my thoughts
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Z for Zac, works for me Mumbles! Interesting read, been enjoying your articles lately sir.
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As our token iGen/ Gen Z reader, good to have you drop by – and thanks for your kind words.
Cheers,
Tim
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MTV should put Sarah Jane Owen on the air!
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I’m Gen Y and I can understand why Gen X aren’t brand loyal.
This is just my opinion/thoughts but our generations have grown up in a much faster paced world and often come from disjointed families (divorced parents.) Because of this we’ve formed tighter bonds with our friends than with our parents/families because often they weren’t around or had other things on their minds therefore we’re strongly influenced by our friends/peers word of mouth recommendations. We’ve also grown up bombarded with advertising so we’ll take someone’s opinion more highly than buying something becasue an ad tells us to. In fact I mute TV ads to read or do something on the computer in the breaks or if it’s recorded, fast forward through them.
It’s interesting that they think Gen X likes advertising though (perhaps they haven’t tired of it yet?)
Back to loyalty – Gen Y and the upcoming Gen X often get a lot of heat because we’re fickle, we want everything now/yesterday and we want the hottest gadget/accessory but this comes from living in a fast paced world in good economic times.
I think marketers and ad agencies are going to have to work a lot harder to grab Gen X and Y’s short attention span (because we’re Tweeting, Googling, watching TV and reading a magazine at the same time)
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