Snap//Shots: Gen Z Report Offers New Perspectives On Australia’s Young People
New research commissioned by Snapchat equips brands and marketers with insights into the latest trends to take shape amongst Australia’s Gen Z community.
A research report released today by Snapchat has offered new insight into Australia’s Gen Z community, challenging a number of common assumptions previously held about the generation.
Over 2,000 young Australians were included in the study for the “Snap//Shots: Gen Z” report, with the findings shedding light on changing attitudes to work, wellbeing, identity and more.
The key takeaway for marketers is that Gen Z is evolving, and they’re expecting brands to evolve with them.
Commenting on today’s report, Matt Coote, head of enterprise, Snap ANZ, said: “As Gen Z grows its influence and buying power, marketers need to work harder to understand the nuances of this generation, what’s important to them, and what they expect from brands in 2023.
“This report offers real-world insight directly from the mouths of young Australians, and highlights how brands can play a meaningful role in helping them overcome the challenges of today. If one thing’s for certain, Gen Z are going to do things differently as they carve their paths in this world – and this study presents brands with an exciting opportunity to make an impact and do things differently too!”
The new research has identified a number of key trends taking shape amongst members of Australia’s
Gen Z community – those born between 1997 and 2012:
1. Doing The Work: Seeking solutions for holistic health
There’s an opportunity for brands to play a larger role in delivering inspiring and wellbeing-focused content that offers actionable solutions for Gen Z.
Spirituality, mental health and wellbeing are currently key priorities for Gen Z, and 64 per cent of them find support for managing their health holistically on social media.
However, seven in ten (71 per cent) said they have plenty of ideas and information about how to manage their health, but struggle to put them into action.
“(We’re seeing) more literacy on issues like mental health and generational trauma, being more open to therapy, having sensitivity around minority’s experiences. However, we may not have enough tools to self-soothe, and deal with what they discover” Female, 24, VIC
2. Beyond Binaries: Moving towards fluid self-identification
Gen Z sees identity as a constant state of evolution, and they expect brands and advertisers to represent
them. Despite efforts from brands to be more inclusive, over 3 in 4 (76 per cent) Gen Z think brands need to do a better job of accurately representing and reflecting the diversity in Australia.
Brands can provide a platform for first-person storytelling, while also remaining upbeat and using the correct
self-identification language.
3. Work, Reworked: Achieving their goals in ‘their way’
Being as ambitious as ever, Gen Z are also finding ways to reach their goals, so organisations that embrace new ways of work and mindsets have the best chance of attracting Gen Z to their workforce.
Having witnessed the workplace changes off the back of the pandemic, the generation is shifting away from the traditional ‘9-5’, with almost 9 in 10 (87 per cent) preferring instead to explore new ways of earning a living, and 4 in 5 (83 per cent) actively looking for employment opportunities that offer balance, flexibility, and
wellbeing as part of the package.
“A lot of people back in the day might have thought white collar jobs were the best jobs because of security… but my generation are finding that’s just not true. Do what you love, find what you enjoy, even if you’re not working all the time, as long as you have enough to do the things you like.” Male, 23, SA
4. The Trend Trap: Entering an era of cultural burnout
The report also found that an insatiable quest for ‘newness’ is leading to an era of cultural burnout, with
73 per cent of Aussie Gen Z feeling pressure to keep up with the latest topics, trends and content to make sure they’re not seen as out of touch and 2 in 3 (66 per cent) feeling overwhelmed and fatigued by the sheer volume
of ‘new’ stuff that they see online.
The key role for brands and advertisers to play is to surprise and delight Gen Z through unexpected collaborations, activations and content, while also helping them to transcend trends and connect on a deeper level over more enduring values and ideas.
5. Unfiltered Authenticity: Putting privacy and intentionality front-and-centre
Having grown up under the spotlight, Gen Z’s desire for intimacy, privacy and authenticity is changing the
way they communicate, both on and offline. Emojis are out for a third of Gen Z (33 per cent), while the remainder state their usage of them has evolved – and voice notes and video messages are very much in (44 per cent), taking over the space previously held by the text message.
Almost 3 in 4 (74 per cent) of Gen Z actively seek to be more authentic and real online and they’re expecting the same from the brands they communicate with too, with a real, honest and personal approach now preferred to the polished perfection many brands have leant on for years.
“You don’t show (your content to) everyone… it’s just my best friends who I care about, people who’ll actually care about it. I feel like I can be myself through this, like I can actually share me.” Female, 16, VIC
6. Passionate Pursuits: Using social media to inspire real-world action
The “chronically online” generation is now putting greater importance on their hobbies, passions and pursuits, and they’re using social media in novel ways to inspire their ‘real’ lives.
Almost 8 in 10 (79 per cent) now “prefer to use social media as a tool to find new skills, experiences and hobbies, rather than a place to post content” and 3 in 4 (74 per cent) said that ‘focussing on real life’ was what they cared about the most.
Brands that can build inspiration, activation and participation into their comms will be the ones to build greater affinity with Gen Z.
Snapchat partnered with Crowd DNA to conduct the research, in a study of over 2,000 Australian young
people.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.