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

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Three of our great brands, The News Movement, The Recount, and Capsule, are on Threads, Mark Zuckerburg’s new competitor to Twitter (and, yes, Zuckerburg and Elon Musk have challenged each other to a cage match).

We decided to move quickly and leverage our Instagram following. Why? Because speed matters when it comes to new, Gen Z-friendly platforms (the link to Insta accounts might be a bit of Meta cheek but it certainly means large numbers of people signing up to the new platform). Also, the app is in its super-spurt growth phase, meaning people are looking to follow accounts and see new content right now.

Getting “in on the upward curve” is something of a mantra at TNM - conversations move so quickly in social media spaces for the next generation of consumers that tomorrow is too late. That is why everyone who wants to succeed in high-impact communication with Gen Z needs to be knowledgeable about the platforms and what works before they use them. Blundering like an ageing parent into the coolest nightclub in town and turning the lights on is not, frankly, a good look.

And before we plunge in to this week’s delectable blend of must-reads - we did love this on how Gen Z will change the workplace from Melissa Selcher, LinkedIn’s Chief Marketing Officer. Change or die, people, change or die.

Generative AI

Young workers are using AI tools (like ChatGPT) at work more than any other generation. And it’s often to help with the grunt work, or get rid of the dreaded ‘blank piece of paper’ when a project hasn’t even started yet. Drafting emails, research and brainstorming are the most helpful use cases. Speeding up this stuff unlocks more time for more fun, stimulating work. And while not everyone feels the same about adopting AI, it seems that Gen Z are well-positioned to capitalise on the AI boom. They are the born-digital generation who haven’t been in the workforce as long as others, meaning their habits and approach to tech are more malleable. One warning - generative AI still “hallucinates” (spews out rubbish, to put it more bluntly), so tread carefully.

Native explorers

A survey of young people across Asia Pacific (Australia, China, Japan, India, Singapore, and South Korea) found that two-thirds of Gen Z and millennial travellers plan to take a holiday closer to home for at least the next two years. 85% believe they’re yet to discover all the region they live in has to offer. The Marriott hotel chain is calling this group ‘native explorers’, as they buck the trend of their predecessors who are more likely to save for long-haul trips. Native explorers rank Japan (52%), South Korea (42%), and New Zealand (39%) as their top three travel destinations and are also keen for new, cultural experiences in familiar places like Australia and Thailand.

TV, but not

There’s more video content available to watch than ever before, but Gen Z’s viewing habits fall largely on three platforms: YouTube, TikTok and Twitch. But while this audience isn’t really tuning into traditional TV, their viewing habits do mirror the way many previous generations used telly: something to play in the background while doing other tasks.

Mental health divide

Mental wellbeing differs for Gen Z depending on one’s sexuality. A survey of 800 people ages 18 to 25 found that most straight adults rate their emotional well-being as "excellent" or "good", but only 38% of lesbian, gay, and bisexual adults say the same. More than half of LGB adults reported having fair or poor physical health compared to 31% of straight Gen Zers. And 71% of LGB adults said they experienced anxiety “the day before” compared with 52% of their straight peers. It’s important to note that transgender adults were not included in these polling results, but the record-breaking number of anti-trans health care bills has led to record-high suicide risk among trans youth in the US. Equity and fair dealing matters.

And finally…

74%

Of our fave demographic go straight to voicemail when receiving calls, and that includes those from family and friends. That compares with just 21% of over-65s. Almost a quarter of Gen Zs also haven't called a friend in at least three months. This generation is also the most likely to share personal news (like an engagement) via text, rather than a phone call or in-person. Despite this, Gen Z Brits benefit most from catching up with their friends and family. 58% say they feel happier after meeting for a chat and 35% saying it makes them feel less stressed.

Have a great weekend everyone. And don’t bother phoning, we won’t pick up . . .

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