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Hello everyone and welcome to our newsletter on all things Gen Z.

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This week, one of our closest Get to Know friends messaged us about a piece she had just read:

“This is brilliant. ICYMI, the best researched, most thought provoking article I have read in ages.”

Given that our Get to Know tribe member is a senior technology director and author herself, we immediately took a look at the Vox link nestling in our inbox.

And she is right. The tyranny of the need for a personal “brand” is affecting - and often infecting - everything we do. The constant pressure to update, to curate and to build followings is exhausting and often naggingly unfulfilling. By performing we are not actually creating. A viral hit is not the same as a moment of substance.

Except it is, sometimes.

And that is the problem. Who TF Did I Marry? is a remarkable piece of episodic storytelling as important in setting a new bar for high-impact content as Ryanair’s amazing content tricks and Duolingo’s shockingly good video memes.

Defining what matters - and what doesn’t - is a 21st century mix of art and data. Gen Z are very used to navigating this world, and within the next decade it will be the norm for all of us.

Google falters

One of the core differences in how Gen Z uses the internet compared with their predecessors is in the way search is used. For millennials and older, Google is the answer. But for the younger generation, TikTok and YouTube are overtaking Google’s dominance; Gen Zers are more likely to find answers to questions or recommendations (restaurants, brands, etc) on those social platforms, stacked with content to back up their findings.

Holiday time

There’s nothing like some blustery February days to make you think about booking a getaway. Gen Z are no different, but their core desires around travel need to be met. These include avoiding places that are too “touristy”, using TikTok to find places to go, opting for destinations with more to do than drink alcohol as lots of people cut down or cut it out, and seeking out trips that are ideal for solo travel - which is on the rise. 

Do not disturb

Struggling to get a text back from the Gen Zers in your life? That might be because having phones set to ‘do not disturb’ is a thing - to avoid notification anxiety or unexpected calls. We’ve talked about calling on the mobile before in Get to Know, and one 2023 study found that 90% of Gen Z feel anxious about talking on the phone. 

Speaking of phone habits…

This article weighs in on the effects of using smartphones, in light of the UK government’s decision to support headteachers in prohibiting them in schools. Author Poppy feels like she’s one of few members of Gen Z who support the motion, and points to benefits like having conversations free from notification pings or looking around to see everyone glued to their phones at breaktime. It’s interesting that for some young people, the more significant effects of this measure are felt outside of the classroom.

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And finally…

60%

Of 35-to-49-year-olds on TikTok have posted a video - the highest of any other demographic (including Gen Z). As Casey Lewis says in After School, is this more proof that TikTok is slowly morphing into a platform for millennials?

How can we help?

In my many travels and conversations, I’m increasingly talking to CEOs, executives and civil society leaders wanting to better understand the next generation of consumers and the next generation of employees. Gen Z is putting pressure on us all to transform in fascinating ways, and many of us are asking questions about how to cater for younger workers and future proof our organisations.

If this sounds like you, we’d be keen to have a chat and see if TNM can help. From our own content production to work we have done, for example, with The Oliver Wyman Forum, we have a raft of insights and data which can support you. We work closely with a number of global organisations – helping with high-impact story-telling, digital media, internal communications, through to employee benefits, HR and working structures.

Email me direct and all of us at TNM look forward to speaking further.

Kamal Ahmed
Editor-in-Chief and Co-founder
The News Movement

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The top stories young people cared about this week, from our audience team and newsroom debates.