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

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After a week away for one of us in the north of Scotland (and, boy, was it sunny), we’re both back this week to bring you the latest Gen Z intelligence. We haven’t quite packed away our suitcases and suntan lotion though, as Cannes Lion beckons on Monday. Next week - if we don’t see you there (natch) - Get to Know will be reporting back on the latest trends in tech, media and marketing from La Croisette.

This week, everyone in the storytelling and content business has been poring over the new Reuters Digital News Report - yes, it is about the news industry but its insights into platform use, where people search for information and country differences will resonate for many brands, non-profits and charities.

We were delighted to be asked to speak at the launch event - and you can also watch the brilliant Naja Nielsen, Digital Director at BBC News, and Jane Barrett, Global Editor for Media Strategy at Reuters, talk about how to construct powerful content and understand the advantages and pitfalls of social media. In the news industry, we do that all day, every day.

Many people are nervous about appearing in the spaces where young people consume the majority of the content they engage with. But we also know we have to be where our audiences are. The numbers and the engagement can be volatile, a bit like an unreliable boyfriend. One minute showering you with affection, the next leaving you out in the cold.

But don’t worry, there are platform relationship experts. Like us. To give a helping hand every week.

Yes Mr President

Barack Obama has shared his No. 1 piece of career advice for Gen Z: ‘Just learn how to get stuff done’. On the LinkedIn News #ThisIsWorking podcast, he added that projecting an attitude of “whatever it is that’s needed, I can handle it” helps young people build a strong rapport with co-workers and managers, and be noticed by the organisation. We like to think this newsletter adds a little more nuance to the debate, but then again, we aren’t former presidents of the United States.

‘Power hungry hedonists’

A landmark global study from BCW found that Gen Zers - more so than other generations - value “being very successful and recognising their achievements” and said it was “important to them to do things that can give them pleasure”. While no individual cohort is homogenous (Get to Know advice, ad infinitum), this piece dives into potential reasons behind these patterns (the rise of social media, learning from previous generations) and also picks out some contradictions.

Next-level activism

Should people have a constitutional right to a healthy, livable climate? Some Gen Zers in the US think so. 16 young people between the ages of five and 22 are suing the state of Montana for ‘choosing corporations over the needs of their citizens’. The trial is the first of its kind in the US, and hopes to set an important legal precedent. Like the #StopWillow campaign, we’re seeing Gen Z take their activism to the next level, determined to affect the world around them.

Credit crunch

We’re back on financial literacy, but with a specific segment: credit scores. A new survey from Experian has found that nearly 80% of Gen Z and millennials are trying to improve their credit score, but don’t know where to start. It’s important not to assume an existing level of knowledge with young people - this stuff isn’t on the school curriculum. Gen Z come to it at different times and sources of education are very varied in their quality (and accessibility). It’s still a gap and one we need to address.

And finally…

43%

The percentage of Gen Zers who think that music festival organisers should not be ensuring they have an equal number of men and women performing in their line‑ups. With festivals at the forefront of TNM’s coverage for the summer, this could be an insight into how some Gen Z approach the thought of “enforcing rules”. Yes, it might be the right thing to aspire to - and to do - but not via enforcement. The YouGov poll also found that 34% think that gender parity in lineups should be ensured.

Have a lovely weekend everyone, from the 50-50 gender-balanced two of us.

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