Under-25s are usually lumped together as one homogenous group, complicating efforts to engage youth audiences effectively beyond superficial tactics like graffiti designs.
Gen Z's relationship with news media brands is lacking, with a preference for social-first journeys and a reluctance towards traditional news sites and paid subscriptions.
Gen Z values well-trained and trustworthy journalists who resemble them, challenging news brands to build connections and engage users authentically in the social-first landscape.
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