Debunking 3 Common Gen Z Marketing Myths

Marketing to this generation might not be as straightforward as you think.

When it comes to Gen Z, the common perception is that they’re hard to reach. The supposed ambiguity of this group has left advertisers scratching their heads on how to break through. In fact, over the last few years, there have been countless articles attempting to crack the Gen Z consumer. But advertisers are often missing the mark by making generalizations, recycling the same surface-level insights, and skipping over the nuances that make this audience so unique.

At SiriusXM Media, we have unparalleled access to Gen Z's ears. Our audience insights and cultural fluency combined with their audio-listening behaviors offer a window into who they truly are and what matters most to them. In our new playbook, we dig deep into this in-demand generation, complete with three unique personas and ways to influence and motivate them. 

For many brands, a first step to connecting with Gen Z is understanding who they are (and who they aren’t). Let’s unpack some of the most common misconceptions about this audience. We dove into our in-house data and studies to debunk the myths and unpack the realities—and opportunities—of this up-and-coming generation.

Myth #1: They're Addicted to Their Screens

Reality: 75% of Gen Z turns to music to escape the pressure/stress of everyday life.

Yes, they were born into the age of the internet, but they still get screen fatigue. With media accessible now more than ever, daily screen time is an overall concern for Gen Z. They are actively looking for room to breathe and restore their sense of calm and control in their lives. As a backlash to the increasing digitalization of their lives, Gen Zers are proactively seeking out more screen-free activities—and audio fits nicely into their lives because they can bring it with them everywhere.

Advice for Brands: Reach Gen Z Where They're More Open to Your Brand Messages

Brands that want to reach this audience need to invest in a thoughtful sonic strategy. Consider this: 42% of Gen Z listeners say they’ve discovered new brands or products through ads they’ve heard on streaming audio. Audio is essential to the Gen Z experience, offering an intimate, one-on-one environment where brands can speak directly into their ear with a personalized message.

Myth #2: They Prioritize Gaming and Social Media

Reality: Music is actually their #1 interest.  

While this generation is known for their gaming and visual media consumption, music is actually most important to them. In fact, 97% of Gen Zers have listened to music in the last month, whether that’s solo, with friends at home, or on the go. And about half of Gen Z says music is part of who they are, leaning on it to get them through the day. They listen across genres and gravitate towards music they can identify with emotionally, personally, and culturally.

Advice for Brands: Be a Part of Gen Z's Daily Routine with an "Always-on" Music Strategy

For Gen Z, music is the soundtrack to their life. They are the ultimate multitaskers and are more likely to listen to music while studying or doing homework, working, watching TV and movies, and shopping online. Your brand can leverage music genre and mood targeting to seamlessly fit any vibe or setting imaginable and guarantee your media dollars are reaching Gen Z’s ears anytime, anywhere.

Myth #3: They're Difficult to Entertain

Reality: They find entertainment in the most surprising places.

Gen Zers are students of life with an intense curiosity for all things pop culture. This generation loves to dive deep down the rabbit hole to explore every detail of a specific topic they love. In fact, 51% of Gen Z listeners like investigative podcasts because it provides them access to in-depth and behind-the-scenes information. Podcasts keep them captivated for hours on end and help them engage with their biggest obsessions, with three in four listening to keep themselves entertained and engaged with topics they are interested in. Whether it’s true crime stories or reality TV recaps, Gen Z is turning to podcasts where they can go even deeper with even more content.

When life gets complicated, Gen Zers turn to their favorite podcast hosts for their comedic commentary, how-to guides, and step-by-step instructions. Their relatable stories and advice make them the most authentic in the eyes of Gen Z. In fact, 41% of Gen Z podcast listeners trust a product or service endorsed by an advertiser over a standard ad from a business.

Advice for Brands: Grab Gen Z's Attention by Placing Ads on Podcasts They Trust.

To connect with Gen Z, brands need to be authentic and relatable while also providing experiences that are entertaining, creative, and uplifting. Our hosts develop a deep, vulnerable connection with their listeners that feels genuine—like talking to a best friend. Let the most popular podcast hosts speak directly to Gen Z on behalf of your brand in a captivating, approachable way.

Truth: Audio and SiriusXM Media Are with Gen Z 

The best way to capture and hold Gen Z’s attention is through the power of audio. Audio is endemic to the Gen Z experience, and advertisers should invest in an audio strategy that reflects this strong, intimate relationship.

Gen Z is redefining culture and expressing their individuality, building an infinite landscape that is for them and by them. And they’re shaping the future of audio. As Gen Z gets older, audio will continue to evolve in their image. The more advertisers take the time to fully understand the nuances of this audience, the more respect they will have for a brand. 

Let’s chat to see how your brand can access the real voices of the next generation through the SiriusXM Media Audio Universe.

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