People born between the late 1990s and the early 2010s, known as Generation Z, will inherit $3.5 trillion over the next two decades and have the potential to change the world. These digital natives, on the other hand, are native ad skippers and blockers.
Generational stereotypes have long been utilized in advertising as a quick and easy approach to comprehending a group's common experiences. It is simple to apply collectivism principles to 'tick a box' in planning meetings and Boardrooms, especially when there is a lack of actual representation in the room. Labels, in general, have the problem of combining a group to the point of caricature, providing marketers with no genuine insights to employ in campaign planning and execution.
We know there are critical insights specific to the Australian market that go beyond demographics and help us comprehend the impact of shared experiences. Despite being disproportionately affected by job losses during Covid-19, Gen Z is more optimistic about the future than any other group. Although many are labeled as activists, Gen Z is primarily motivated by topics that directly affect them; just tying a campaign to a social cause will not achieve the cut-through marketer's need. Even though they are labeled as "digital natives," 82% of Gen Z avoid online commercials whenever possible and actively promote a higher degree of confidence and receptivity for conventional advertising formats, particularly Out of Home (OOH).
Why would a demographic associated with online platforms be the group that not only sees the most outdoor ads but also appreciates them more than any other kind of advertising? Experts discovered that in the post-Covid era, digital gadget burnout was more widespread than ever. Spending time outside once mobility limitations were eased was a significant lure for Gen Z, who were looking for ways to deal with the mental health difficulties that afflicted them during the pandemic.
Those who stayed online were regarded to be in the realm of the personal, a method to stay in touch with friends and loved ones. Adblocker technology has risen in response to the unpleasant entry of brands into that domain.