“Grounded, Pragamatic, Average!” Bauer Unveils AI Study Into Aussie Gen Zs
Generation Z (those born in the mid-90s) are not who you think they are, a major research study commissioned by Bauer Media has revealed. They push boundaries but take care to be playful, considered and less radical than previous generations. They are playing off script and brands need to understand this to effectively communicate with this audience.
Gen Z are more grounded, pragmatic and interested in being ‘average’ than many people trying to engage or connect with them realise. The group of 14-24 year olds – who represent 3.4 million Australians – prioritise ordinariness over individualism and ambition, with community ties and enduring relationships paramount. While they have an entrepreneurial appetite, they also have modest financial goals and grounded aspirations.
These unexpected findings form Bauer’s latest thought-leadership research, OFFSCRIPT. Commissioned using artificial intelligence (AI) technology to understand the thoughts, feelings and social media behaviours of Gen Z, it identifies the group’s emotional signature and how advertisers can tap into it.
The research used sophisticated AI semiotics to analyse more than 2,000 Instagram posts to discover and classify the underlying clusters of themes that connect this generation. This methodology was supplemented with qualitative research and manual semiotic analysis to provide context.
Despite there being many permissible identities and behaviours for Gen Z – with no clear ‘lanes’ – the study revealed four broad scripts that brands can tap into to connect with the Gen Z audience, with detailed executional guidelines.
The primary four scripts are:
● Celebrating the average – This is the primary script and is a celebration of the average; a representation of the real values and vulnerabilities that drive deep connections.
● Radical artistry – They push boundaries by provoking in a playful and gentler way than you would associate with other generations that are more strident.
● Intelligent play – Creativity is used as a way of dealing with uncertainty for Gen Z, finding purpose and creating communities through witty (often political) content or experimental design.
● Go easy – They relish moments and places that are natural and untainted,getting away from the urban grind and the pressure of everyday life to feel free through travel and outdoors.
Bauer reaches 1,562,000 Gen Zers with brands including Girlfriend, ELLE, Who, InStyle, Marie Claire, BeautyCrew and Syrup. They are one of the top publishers uniquely reaching women aged 14-24 years, via social, print, digital and experiences.
Anna Preston, head of strategy at Bauer Media said: “It was great to partner again with the leading research agency, The Lab, to apply this ground-breaking methodology to uncover the emotional signature. We have never seen a generation like this one before. They are less rebellious than those which preceded them. They are also more thoughtful about how they chose to live and the choices they make.
“For advertisers, Gen Z is an opportunity, but also a challenge as it’s clear that a one-size-fits-all approach will not work. Communication needs to be tailored, authentic and engaging in order to connect with them and through this study we now have a clearer understanding of the best way to achieve that.”
The research findings were integral to shaping Bauer’s newest Gen Z product, Syrup – a digitally-led fashion, beauty and culture brand launched earlier this year that targets 16-22 year-olds who are still discovering themselves and where they fit in the world.
Across content pillars including Fashion, Beauty, Love & Sex, Future Focus, Real Life, and News & Politics, the Syrup website features articles, galleries and video content. Social channels such as Instagram, Facebook, Twitter, TikTok and Snapchat utilise separate and specific content strategies, rather than acting as supporting platforms for the website.
Editor Mahalia Chang says Syrup has a responsibility to give Gen Z the tools they need to take on challenges, a sentiment that informed Syrup’s ‘We Arm The Future’ purpose.
“Whether it’s optimism, positivity, self-love, information or inspiration, Syrup wants to provide this generation with the tools they need,” Chang said. “From questions on identity, sexuality and expression, to even ‘How do I pay my taxes?’, Syrup is a trusted and authentic resource.”
The OFFSCRIPT research is the playbook that advertisers need to develop bespoke ways for their brand to effectively and authentically connect with this redefined generation. For more information and to get a copy of the whitepaper click here.
Latest News
Aussie Eco-soap Company ‘Single Use Ain’t Sexy’ Makes Big Debut With Crowdfunding Campaign
Sustainable soap brand Single Use Ain’t Sexy has been greeted with a huge influx of support after raising over half a million dollars in funding via a crowdfunding campaign. The brand has launched itself into the ‘green economy’ by calling on the Australian public to financially back them and their mission to get Aussies to […]
Software Giant Refuses To Pay Queer Artist For Their Work As Part Of Pride Month Campaign
Queer Artist Ryan James Caruthers has publically slammed software company Unfold after it asked to use the artist’s work for free as part of its Pride Month social media campaign. Caruthers took to Instagram to show screenshots of the conversation he had with Unfold after it asked the artist to share 12 of his images […]
Aussie Shoe Brand TWOOBS Embraces Anti-Marketing In Push For More Consumer-conscious Shopping
After relaunching in September last year, TWOOBS has become a ‘kinda’ shoe brand by also focusing on making the world a ‘kinder’ place and creating more consumer-conscious shopping. The vegan shoe brand founded by sisters Jess and Stef Dadon changed its marketing approach last year and stopped using social media to push sales the old-fashioned […]
Visit Sunshine Coast Hires New Head Of Marketing
Highly experienced tourism marketer Kelly Ryan has been appointed to lead the marketing efforts at Visit Sunshine Coast (VSC). During the past 12 years, Ryan has supported Canberra’s tourism industry in senior marketing roles, including as director of strategy and insights as well as director of marketing at VisitCanberra. Most recently, Ryan has been working […]
“You’re All Creeps!” Hunky Channel Seven TV Reporter Inundated With Female Admirers (But Are The Comments Kosher?)
This poses the serious question: should only attractive people appear on TV? And it's an unequivocal 'yes' from B&T.
GHO Sydney And Family Planning NSW Launch ‘Planet Puberty’ Platform
GHO Sydney has developed a new educational platform for Family Planning NSW to help parents and carers of children with disabilities navigate the changes to their bodies, emotions and social interactions. The project, ‘Planet Puberty’, was made possible through funding from the federal government’s Department of Social Services, and was co-designed with people with disability […]
Nike Misspells Own Name In Embarrassing Sneaker Mix-up
Nike's just one of those brands that never seems to put a foot wrong. So this cock-up's a wonderfully refreshing change.
Kyle Sandilands Reveals He Turned Down $1.4 Million To Appear On 10’s ‘I’m A Celeb…’
To be on 'I'm a Celeb...', it seems you only need to know, have slept with or lived on the same street as a celebrity.
Hinge And Uber Combine To Help Connect Single Dog Owners
Apparently a dog is one of the best things to add to your dating profile. Well, apart from a mansion and a Ferrari.
REMINDER: Entry Deadline For Women In Media Awards Is Fast-Approaching!
Female? Work in media & advertising? Is your work often considered "the boss" or "the bee's knees"? Enter here & pronto.
Visa Announces Natalie Lockwood As New APAC Marketing VP
Do you own four maxed-out Visa cards? You could blame Natalie Lockwood or you could blame internet shopping & Uber Eats.
Liberal Politician Threatens To Sue The Chaser
It appears you can be sued for making jokes about politicians. Hence why B&T has refrained from making any jokes here.
Sydney Swans Raise Bowel Cancer Awareness Alongside The Jodi Lee Foundation
Nothing says "bowel health" like a diet of fresh fruit & veggies. Sadly, however, that doesn't include lychee daiquiris.
Ampol Launches Fundraising Campaign With The Smith Family
Great to see a petrochemical company with a good heart. Helps distract from all that "global warming" press, doesn't it?
Fashion Brands P.E Nation And Camilla Called Out After Wheelchair Runway Fail
It wouldn't be a Fashion Week without controversy. This time, however, it's nothing to do with everybody not eating.
Kleenex Exhibits Care In ‘Real Softies’ Via electriclimefilms And R/GA
Once again, toilet paper is hogging the headlines. And if COVID's given us anything marvellous, it's given us that.
BWS Brings Convenience To Aussies Via M&C Saatchi Sydney & Dentsu
Here's some terrific new work for BWS. Still, let's be honest, even if it was godawful we'd still shop there regardless.
Thursday TV Wrap: Seven Romps Home On The Back Of The AFL
It was all Origin on Wednesday, but it was all AFL last night. That said, Origin had The Veronicas & better fireworks.
JCDecaux Announces New Partnership With Bush Heritage Australia
JCDecaux today announced conservation organisation, Bush Heritage Australia, as its major charity partner for 2021. The partnership is part of a series of ‘social impact’ initiatives the business is launching this year, under the banner of JCDecauxHEART. JCDecauxHEART focuses on three areas of social impact: health and mental health, environmental sustainability, and enriching urban communities. […]
Pedestrian Launches Talent Recruitment Program Aimed At Young People From Underrepresented Communities
Here's a top initiative from the team at Pedestrian. It's that good, it deserves a fruit basket or bonus ab-roller.
Shameless Duo Michelle Andrews And Zara McDonald Launch New Podcast Exclusive To LiSTNR
Shameless Media’s Michelle Andrews and Zara McDonald’s latest podcast, The Books That Changed My Life, will launch exclusively on LiSTNR on Tuesday, 15 June. Throughout the series Michelle and Zara will talk with guests including Kevin Kwan, Laura Henshaw, Jock Zonfrillo, Susan Carland, Hamish Blake and Delta Goodrem about the books that have had a profound impact […]
Gamers Challenged To Train With The US Marine Corps In New Work From Wunderman Thompson
New campaign sets out to prove that gamers aren't all nerdy addicts with poor diets and possible homicidal tendencies.
Make Your CX Stand Out From The Competition
It's top tips to ensure your CX stands out from the competition. Then again, you could simply plagiarise their stuff.
Customers’ Annoying Habits The Star In Latest Burger King Work
B&T's dubious about the "burgers are better at Hungry Jack's" claim. However, it has to be said that ads definitely are.
Why The Future of Work Is Hybrid
This expert argues the future of work is hybrid. Which is sad news, as B&T'd preferred it was rhumba or the bossa nova.
Hardhat Accelerates Sydney Growth, Appoints WPP’s Kate Walker General Manager
Hardhat snares WPP's Kate Walker for GM role who doesn't even bother with high vis or even a jackhammer for press photo.
Champion Launches Pride Campaign And Partnership With Queer Sporting Alliance
In celebration of Pride Month, cult streetwear brand Champion has announced an Australia-and New Zealand-first Pride range, Champions of Pride, and ongoing partnership with the Queer Sporting Alliance. Championing a cause, celebrating community, and aiming to create real change, the capsule collection proudly heroes the Pride colours in a selection of signature Champion tees, iconic […]
UK Based BankiFi Expands To Australia
Following the successful deployment of BankiFi’s technology platform at The Co-operative Bank in the UK, BankiFi has appointed Lloyd Parata to lead their expansion into the Australian Financial Services market. BankiFi’s technology platform ensures banks remain relevant by offering SMEs an innovative solution to operate their business, whilst avoiding common challenges like late payment. Parata, […]
Cannes In Cairns Is Heating Up With More Speaker Announcements!
Feared that safari suit or kaftan wouldn't get another airing 'til summer? Another reason to come to Cannes in Cairns.
5 Gum Announces New Twitch Partnership
Mars Wrigley 5 Gum has partnered with Twitch to launch Team CLUTCH, a team of Twitch streamers who will assemble on for three live squad streams tackling popular games like Fortnite while embodying the brand’s ethos of ‘life happens in 5’. This partnership builds on 5 Gum’s 2020 Twitch activation, and is set to create […]
