The Gen Z Opportunity in Aotearoa
Recently, JCDecaux Australia commissioned The Future Laboratory to produce a new foresight report - Gen Z: The IRL Opportunity, that deciphered Gen Z’s code and investigated how this generation is altering the business landscape today and into the future. The full report can be found here.
To support JCDeaux’s report and make it relevant to the New Zealand audience, JCDecaux NZ developed a support piece that took a deep dive into the New Zealand context—sizing this audience and presenting research findings based on a New Zealand sample.
The findings confirm that Gen Z is perhaps the generation with the strongest sense of who they are, their ability to influence change, their own identities, and what they expect and demand from Brands. A brand’s values are important and influence consideration. Gen Z claims they will pay more for brands that match their own personal values.
If Brands want to engage with this generation, Out of Home is an essential media channel based on the comments from the participants of this study (their quotes follow):
‘I’m usually out more than at home. Seeing a Billboard is easier for me to notice’
‘get’s people’s attention off their devices’
‘It makes it feel more in person and natural as only online can feel like scam behaviour’
Growing up digital natives, Gen Z expect brands to deliver digital experiences; however, they also embrace ‘in real world’ experiences offered by brands. There is a duality to their existence and identities; digital lives do not overtake real lives/ experiences. Expectations of Out of Home are realistic; they are not always wanting digital, experiential or immersive experiences. They understand Out of Home can make bold statements and should be cognisant of the environment it exists in – location-wise, contextually, sustainably and as ‘a voice’ in the real world. Gen Z is more mobile than the standard population, so have a high opportunity to be influenced by Out -of - Home. It is a media channel that Gen Z embraces and welcomes, and thus is relevant for Gen Z-focused campaigns.
The full New Zealand report can be found here.