I studied Gen Z news habits and can say without a doubt, its not them, its you! [Video]

Thread and Fables’ Rebecca Roberts has spent months trying to understand how news brands can reach younger people better. Here are her Gen Z findings.

Sometimes, we get that audience brief and know we’re in for a ride. Aim for the “youths” is all too common. It’s as vague a target as it gets. Therein lies perhaps the biggest issue when it comes to engaging youth audiences: under-25s are usually lumped together as one homogenous group.

We have to do more than throw some graffiti design their way and then claim they’re ‘hard to reach’ afterwards.

After deep diving into Gen Z news media habits, there are a few other things to stay on top of if you’re hoping to stay relevant and engage a youth audience…