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Gen Z: Stop the weird 'old-ass' campaigns

FIMS Lab newsletter

Author

AJP Product and AI Studio
September 12, 2023

Welcome to the FIMS Lab newsletter

In this edition: advice on collecting emails, why Gen Z feedback is a booming business trend and a handful of upcoming events on AI & Branded Content.

Total read time: ☕️☕️☕️ Three caffeinated minutes.

(If you’re currently under-caffeinated, close this email and forward to a friend.)

Think differently

Email ROI is estimated to be $36 for every $1 spent. Total revenue is expected to reach nearly $11 billion by EOY. Roughly 46 percent of small businesses use email to reach customers and 50 percent of people surveyed said they buy directly from email marketing once a month. To grow your email list marketer Harry Dry suggests this tactic:

FIMS participants already have great content worth subscribing to, so offer readers the opportunity to, “be smarter,” “save time,” or “stop wasting money.”

Industry Trend: The ZEO

It’s not uncommon to have young people in a newsroom. We’ve all been there and it’s often … entertaining.

But what if your future success requires, as PR agency Edelman suggests, adding young voices to the board room? If the idea of adding a chorus of Gen Z voices to your C-Suite gives you “the ick” let’s consider what’s behind the trend.

While we won’t debate whether brands have an unhealthy crush on the Gen Z advisory board, the results are worth noting. The University of Miami launched Orange Umbrella, a full service, student run consultancy. Gen Z’s $360 billion in disposable income is growing and local news is part of their media diet — as it can be found online.

The “typical Gen Z” is described as diverse, well-educated and confrontational. Born mid-1990s to early 2010s, studies show a majority pay for news and 57 percent read local news at least once a week, mostly on digital or social media channels.

Creating an advisory board is one way to capture regular feedback, although it might sting.

Harris Reed, the 26-year-old chair of Edelman’s Gen Z advisory board reportedly said to one (non-media) company, “Once your older clientele dies off, not to be rude, but who’s buying your product?”

The American Press Institute reports 40% of this age group think it’s “extremely or very important for the news media to ‘provide forums for community discussion.’”

Have you tried this, or are you about to? Drop us a note and tell us about it!

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