Gen Z, young people born between 1997 and 2012, are shaking up the codes of marketing. Let’s discover their values, habits, and why brands are trying to attract them today.
Generation Z is as intriguing as it is fascinating. Born between 1997 and 2012, this age group is redefining the codes of marketing, culture and consumption. With a massive presence on social networks and cultural consumption oriented towards music and personalized content, this connected generation poses a real challenge to brands. But what really sets the influencers Gen Z? The answers lie in data revealed by Spotify and Ipsos. Let’s dive into this modern conundrum to understand how this generation is redefining influence.
Who is Generation Z Really?
Generation Z, the young people born between 1997 and 2012, represents nearly 25% of the world's population, according to the latest studies by NIQ and GfK. However, it remains an enigma for sociologists and advertisers. In the United States, Europe and elsewhere, their purchasing behaviors vary according to social, cultural and geographical factors.
But one thing is clear: this generation of eternally connected people has shaken up traditional consumer codes. Ipsos results show that only 41% of young people aged 12 to 28 truly identify with the notion of "Generation Z". However, this digital tribe shares common habits and values that directly influence brands and trends.
The Role of Influencers in the Gen Z Universe
With influencers becoming younger and more creative, Gen Z is redefining the rules of the game on social media. According to a Morning Consult study (January 2024), 35 % of Gen Z members spend more than four hours a day on platforms like Instagram, TikTok and YouTube. YouTube remains their favorite, where 80% of users seek entertainment or education.
These platforms have become real springboards for influencers. The latter, often from Gen Z itself, manage to create authentic connections with their audience thanks to engaging content and collaborations with brands that resonate with the values of their audience. Their favorite fields? Music, fashion and social engagement.
Spotify: At the heart of Gen Z's cultural habits
Spotify, with its 626 million monthly active users in 2024, offers a clear insight into Gen Z's preferences. No less than 251 million users of this generation use Spotify daily, according to Spotify's Culture Next report.
Gen Z’s favorite content:
- The video : Video consumption on Spotify increased by 81,144 T in one year.
- Audiobooks : 18-34 year olds, including younger millennials and Gen Z, represent 57% of listeners.
- Personalized content : DJ AI, launched in 2023, is adopted by 87 % young people, making their experiences unique.
A generation disillusioned by social networks?
While Gen Z spends a lot of time on social media, they remain critical of it. According to Ipsos, 54% of young French people think that social media has increased the feeling of isolation. This malaise is also reflected in “doom scrolling,” a practice where content is consumed frantically, sometimes to the point of causing depression.
However, music and podcasts have become positive alternatives for this generation seeking social connections. Initiatives like Spotify’s shared “Blend” playlists allow Gen Z to merge their tastes with friends or celebrities.
How can brands captivate Gen Z?
To understand and reach this generation, brands must adopt a multi-level strategy:
- Authenticity and values : Create campaigns aligned with their societal beliefs, such as Dove’s “Self-Esteem” project.
- Immersive experiences : Attending music events or live concerts, which attract 74 % Gen Zers.
- Mental health support : Highlighting solutions to anxiety and depression, a topic that affects 28% of young people worldwide.
Generation Z is a growing cultural and economic force, constantly redefining the codes of influence and consumption. For brands, understanding their habits and values is essential in order to sustainably become part of their daily lives.
This is where the ValueYourNetwork agency comes in. With unique expertise in the field of influencers and a keen understanding of Gen Z's expectations, ValueYourNetwork is the ideal partner for companies looking to adapt to this generation and maximize their impact. Trust experts to build authentic and engaging influencer strategies, and succeed in captivating this demanding but potential audience.