How to appeal to Generation Z
The media consumption segments Generation Z (those born between 1995 and 2012) includes forward-thinking networkers and reliable direction finders. Their use of media is strongly driven by a desire to be in the game: to participate, to contribute, to have fun and to enjoy life.
Generation Z values authentic content
Generation Z members value authentic, unfiltered content. There is no point hiding commercialism from this target group, quite the opposite.
Be present
Be present where your target group spends its time, for example at events such as gigs, festivals and cruises.
Communicate the right way
Generation Z values experientialism and bold and direct commercialism. The video format can be exploited across media channels and adapted for different channels: social media, video services, news media and events.
Build a strong and reliable base
Young audiences in particular perceive news media as a reliable channel. Young people follow both news and news media on Tiktok more actively than before. According to a study commissioned by the News Media Association Iro Research, 79% of young people aged 18-24 trust the news media. Only 5% of the target group associate social media with trustworthiness.
Multiple channels to reach Gen Z
As the media landscape becomes more fragmented, reaching Gen Z requires more media and a multi-channel presence.
Video is a specific way for Gen Z to consume media. The target audience is broadly appealed to by moving image content: discover Ruutu and news media video opportunities across Sanoma's vast network.
Audio also plays a big role in the media consumption of the target audience. Note, for example, Supla, Loop and HitMix.
Digital news media channels such as IS.fi, HS.fi, Aamulehti.fi and Satakunnankansa.fi. Target by age, interests or context. In addition to news, topics of interest to Generation Z include entertainment and esports.
Be present at events, especially the Midsummer festivals Himos Juhannus, Tahko Juhannus and Raumanmeren Juhannus, and student cruises. Take advantage of star performers and artists.
