Engaging Gen Z in a world of overload

In an era defined by unprecedented information saturation, Gen Z stands out as a cohort with a unique ability to filter out irrelevant content almost instantly. Antonella Miano, Head of Data & Analytics at Ogilvy Italy, and Carlotta Monzani, Senior Strategist, speak to AdForum on the obstacles of engaging Gen Z, the impact of AI, and the evolving role of social media platforms.

 

What seems to be the biggest obstacle when it comes to grabbing the attention of Gen Z? How are you cutting through the noise to engage with them?

We are surrounded by a much higher volume of information than ever before, even truer the more one lives online and especially the younger generations. Gen Z’ers, and even Alpha have been growing up with increasing online and offline noise, which made them a cohort peculiarly able to instantly screen out what doesn’t matter to them. The younger the audience, the more definitive they are in assessing whether a piece of content is of interest to them and whether the sender is being authentic. We decided to launch OgilvyOZ because to us it’s not only crucial to develop creativity that meets their interests and is relatable, but most of all to truly immerse ourselves in their world, to gauge their lingo and humor which, as with any generation, is unique… coming off as cringey is right around the corner now!

  

Gen Z is one of the first generations to have grown up with access to the internet. With the purchasing power Gen Z now has, do you see them as informed consumers? How do they differ to past generations of consumers?

Thanks to such early access to the internet, Gen Z’ers have learnt early on to use the tool in their favor and are now quick in finding out information and clarification on any topic they decide to dive into. It doesn’t come as a surprise that they are extremely savvy especially when it comes to navigate the online world. From the most recent OgilvyOZ research we conducted, we discovered that on the opposite hand they still maintain a marked naivety surrounding more pragmatic approach to services, as well as a predictable disillusion when it comes to real life scenarios.

 

Is AI useful for connecting with younger audiences?

The increasingly widespread adoption and experimentation with AI is a fascinating phenomenon, which is already opening new avenues for communication and connection; and just like any new technology younger generations are the most excited to immersing in it. However just like any innovation, the tool per se isn’t valuable to connect with younger audiences as the content quality and value remains what matters the most.

 

Which social platforms are still relevant and how brands are using those to sell to Gen Z?

We know the funnel is not linear anymore, but Gen Z’ers are rewriting the consumer path to purchase into an infinite loop of inspiration, exploration, community and loyalty.

They feel to have a deep connection with social media; according to recent research by Vogue, “50% of gen Z said My algorithm knows my tastes and interests better than my parents do”. TikTok, Instagram and YouTube are most engaging platform for Gen Z’ers. The brands must be there not to talk about products but to inspire them in the right ways at the right moment, providing a meaningful way to express themselves and shape their identity.

 

With the overwhelming amount of information we have today, nostalgia for simpler times seems to be on the rise. Do you feel that the advertising industry will, or has already, shifted towards leaning into early 2000s nostalgia trend?

There is a difference between nostalgia for simpler times against overwhelming content, and the early 2000s nostalgia trend that is instead more of an aesthetic. The Y2K fascination is something we have been seeing for quite some time, though the Gen Z’ers we spoke with are keen to give it a more modern spin beyond just the ‘vibe’; they want to look at the substance, and demand for better standards of communications that are more positive and inclusive for example. The industry is finally trying to follow in these steps and improve itself even though there is definitely still a lot to be done.