What is Gen Z? And why reach this generation specifically?
Gen Z, the generation born between the late ‘90s and 2010, is fundamentally different from all previous generations: they grew up with the internet and rapid technological advancements. Digital is second nature to them.
The world is at their fingertips
This is reflected in their behavior and mindset. They are accustomed to constant communication through various channels and effortlessly switch between online and offline. Live doesn't necessarily have to be physical anymore; as long as everyone sees or experiences the same thing at the same time. Social interaction digitally holds just as much value as physical interaction for them. Moreover, planning is no longer in their system; they go with the flow and act on impulses.
Gen Z is a different cultural audience than we are used to
Gen Z is completely different from the traditional cultural audience that buys tickets months in advance and only comes for a physical experience in the venue. To continue attracting audiences in the future, it is essential to adapt to this shift in your audience. Ask yourselves: how do we reach Generation Z? What does a Gen Z persona look like?
There is also a guide to get started concretely with the audience of the future. View the Audience of the Future guide.
Behavioral changes: 4 characteristics of Generation Z
This behavioral change is mainly expressed in four areas:
Consumption
Gen Z is the fastest-growing group of consumers, and in 20 years, this group will form a significant part of your audience. This generation values access to services, for example via digital platforms, more than owning possessions.
Expression
Self-expression and creating a personal identity or aligning with a group identity is important. This generation communicates with peers through various channels and expects to connect with organizations in the same way.
Sustainability
Organizations that strive for a better world have an advantage, for example in the area of sustainability. On a personal level, Gen Z also advocates for the greater good and actively engages with social issues.
Inclusion
This generation is more diverse than all previous generations. This audience is open-minded and expects the same integrity and transparency from organizations.
They are coming! Are you prepared?
That Gen Z is coming is certain, and the next generation (Alpha) is already on the horizon. The question now is: are you ready? Preparation is half the battle. Start working now with the audience of tomorrow and face the future with your organization in a resilient and agile manner. This way, you not only reach Generation Z but also aging cultural enthusiasts and emerging generations.
Listen to Cultuurshift, DEN's podcast on digital transformation for cultural professionals. In it, experts share their digital approaches and inspiring forms of digital culture. Discover how Peter Gorgels from the Rijksmuseum and Mélanie Bosveld from Kult & Ace engage Gen Z with their offerings!
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