Karen Kovacs from NBCUniversal emphasizes that brands need to authentically integrate into storytelling to capture Gen Z's attention. Research shows this generation is not merely focused on short content; they appreciate both short and long-form formats. With significant purchasing power and a willingness to pay more for preferred brands, their expectations are high. They use content not just for entertainment but also to regulate emotions. Consequently, media strategies must adapt to effectively connect with this nuanced audience.
If your media plan still separates "content" and "advertising," you've already lost Gen Z.
There's this misperception that Gen Z can't focus on anything longer than 30 seconds. But that's not what the data tells us.
Short-form is a driver of discovery. Long-form boosts mood. This is also the most anxious generation.
64% of Gen Z are willing to pay more for their preferred brands, indicating higher expectations from marketers.
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