When ‘Gen Z’ first entered marketing lingo, the generation was still at school. In a world ruled by boomers, Gen Z fell to the back of marketers’ priorities.
Fast-forward to 2023, and the trailblazing ethically-motivated generation is centre stage.
There are almost 5 million Gen Z consumers in Australia, and by 2025 they will make up 27 percent of our workforce.
Whilst Pepsi helped marketers figure out how not to reach Gen Z ( see disastrous Kendall Jenner ad), there have been fewer examples of what to do.
One publisher doing it right is Year13. Year13 is a purely Gen Z publisher reaching 1.6M online each year and 3.5M+ each month across social channels.
It has a 61 per cent average open rate on EDMs with 40K plus subscribers and its TikTok view rate is three times the Australian average. Young people spend 1.47 minutes on average on each of the articles.
Launched 10 years ago, Year13 supports young people with their post-school goals (work study travel) as well as their health and wellbeing.
Year13 describes wellbeing as “anything that positively impacts a young person – from mental health, sport, health and body, self-esteem, confidence, sustainability, love and dating, friends, culture”.
It is listed in the top 50 Ed-Tech’s AU and supports careers advisors and students in over 1200+ subscribing schools.
Unlike a lot of platforms that say they target Gen Z, 96 per cent of the audience is Gen Z.
Doing Rather than Being
For Saxon Phipps. Founder and CEO of Year13, Gen Z makes decisions based on radically different values and criteria than generations before them.
“Understanding what motivates and inspires them is key to success,” he said.
Year13 has surveyed 60,000 young people in the last 8 years and uses the insight to create its content.
One of the key differentiators of Gen Z is their relationship with technology.
“Gen Z’s are known as digital natives, which means they have grown up with the influence of the internet and specifically smart technologies,” Phipps said.
“This has meant that as a generation they have had an unbridled access to information, and also platforms to voice their own concerns, opinions and beliefs.”
Access to so much information and viewpoints has meant that Gen Z are (famously) more engaged with social issues than previous generations.
“As a generation, they care more about social, environmental and sustainable impact than they do about news and pop cultures,” Phipps said.
Leading With Content
With 44 per cent of Gen Z using ad blockers, the key to engaging Gen Z is via content.
Peer publishing is one of the methods Year13 uses to authentically connect with young people – all of its content creators are Gen Z, and some are straight out of school.
“We only create native content, which makes our platforms highly engaging and uninterrupted,” Annie Mulders, National Partnerships Director at Year13 said.
Within the mould of content, Year13 has worked with a number of leading brands such as Levi, Red Rooster, Microsoft and Westpac to further their messaging to Gen Z.
In their partnership with Levi, Year13 broke down their 200-page global Sustainability report into bite-size content pieces to drive awareness of Levi’s sustainability efforts among Gen Z.
For Red Rooster, they worked on a promotion in which people can get free chicken when they drive through with P Plates.
Westpac partners with them on their Financial Literacy program, in which they help educate young people on finance (something that is, frighteningly, not taught in school).
The main ways brands partner with Year 13 are through Academy – An E-Learning platform providing life lessons not taught at school, digital content campaigns, Digital Expo’s i.e Sports Expo, research partnerships from large scale reports to small insta polls, and through career content.
Gen Z Isn’t Afraid To Call Out Inauthentic Content
Despite being brand partnerships, all of Year13’s content first and foremost align with its mission to support Gen Z “in a very real way, with the very real challenges they face as they become young adults”.
This realness and authenticity is at the heart of any relationship with Gen Z.
“Every marketer needs a strategy around this segment. They need to understand Gen Z and build a relationship with them to secure current and future brand advocates, and the conversation they have needs to be genuine and authentic,” Annie Mulders, National Partnerships Director at Year13 said.
“Gen Z will make brands more accountable than they’ve ever had to be. Gen Z wants to know a brand has the receipts!”
“It’s not just about saying your brand is something, it’s about proving your brand does something,” she added.
And Gen Z will call it out if they don’t believe it. Ask Pepsi.
Find out more about partnering with Year13 here.
Please login with linkedin to comment
Thrive PR Melbourne has kicked off the year with new appointments, promotions and a new leadership team, marking the delivery of a transformation strategy that’s seen the agency diversify and strengthen its corporate, consumer and integrated digital service offering in Victoria. Lead image: (L-R) – Sophie Maguire, Melanie Campbell, Nathan McGregor, Zoe Raknes, Erika Rutledge, […]
Forbes Australia has announced a slew of new speakers for its second annual Forbes Australia Women’s Summit: ‘Power Rising’. The ‘Power Rising’ event will take place at the Roslyn Packer Theatre in Sydney, led by a star-studded line up of female speakers. “We often learn as much from stories of hardship and failure as we […]
Iconic Australian ad guru Russel Howcroft and industry up-and-comer Freddie Young from Good One Creative have today launched their experimental, no spin advertising podcast, AdMission, in partnership with 9Podcasts. AdMission tells the uncensored stories behind the world’s most talked about brands, ideas, campaigns, advertising news and industry screw ups, as well as offering sharp insight […]
B Corp shop Paper Moose promises all the paper in its name was recycled as it reveals new ethical investment campaign.
According to a new study from CPR First Aid has revealed that Aussies’ most Googled personal goal in the summer is losing weight, new research has found. Their next most researched summer objective is healthy eating, followed by drinking more water. This time of the year, Aussies want to stop snoring and quit smoking more […]
Businesses are integrating customer data platforms with AI and analytics to personalise customer experiences and drive business success, according to a new report from Twilio Segment. Lead image: Kathryn Murphy, SVP of product and design, Twilio. The fifth annual Customer Data Platform Report, which reflects the findings of anonymised usage data from Twilio Segment’s more […]
Word of Mouth Digital, a Sydney-based full-service digital marketing agency, has announced the addition of six diverse brands to its expanding client portfolio. Lead image: Alex and Tash Williams These new partnerships span various sectors, including pet care, cognitive health, home construction, wellness, and retail, showcasing the agency’s commitment to fostering growth through strategic collaboration […]