B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • NRL
  • State of Origin
  • WPP
  • AFL
  • B&T Women in Media
  • Pinterest
  • Thinkerbell
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • Foxtel
  • AI
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Spotify Report: 65% Of Ys & Zs Want Brands To Promote More Progressive Values
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Spotify Report: 65% Of Ys & Zs Want Brands To Promote More Progressive Values
Marketing

Spotify Report: 65% Of Ys & Zs Want Brands To Promote More Progressive Values

Staff Writers
Published on: 6th June 2019 at 5:08 AM
Staff Writers
Share
3 Min Read
SHARE

Spotify has published its new cultural research report titled the Culture Next Trends Report, which reveals two thirds of Gen Z and Millennials (65 per cent ) believe brands need to promote more progressive values, and play a more meaningful role in society. You can read the report in full here.

The report also reveals Aussie brands can get cut through with Gen Z and Millennials by showing moral support and understanding of consumer’s struggles (59 per cent).

Utilising first-party data from 4,000 respondents from eight different countries around the world, including Australia, the report was commissioned to better understand what’s on the horizon in technology, fashion, music, sports and more (read: Culture) through the lens of the generations driving it: Gen Z (15-24) and Millennials (25-34), what we like to call the Streaming Generation.

Other key findings in the Spotify Culture Next Trends Report included:

  • Close to half of Gen Z’s and Millennials believe brands need to soften up as this age group finds camaraderie in sharing deep feelings including sadness and loneliness (47 per cent)
  • Three in five in the Gen Z and Millennial age groups agree brands should create communities based on common interests and passions (61 per cent)
  • The lines dividing who influences culture for Gen Z’s and Millennials are more blurred than ever with more than one in four agreeing culture is not influenced by one defining group — like celebrities, online influencers, brands, or politicians — but rather by all of them

Screen Shot 2019-06-05 at 3.11.15 pm

The Spotify Culture Next Trends Report is published in partnership with research agency Culture Co-Op and the insights are based on responses from focus groups and surveys. The responses were collated from across the globe across the following eight countries: Australia, Philippines, Brazil, Mexico, UK, Germany, France and the US.

Through the research findings, Spotify has identified archetypes of individuals in the Gen Z and Millennial age groups to enable brands to understand and relate to consumers better. Interestingly, equality, environmental, protection and honesty were identified as the top ideals brands should convey in their messaging according to these age groups.

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Marketing to Millennials, Spotify
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Cindy Rose Appointed WPP CEO
10/07/2025
Dame Lisa Carrington.
Zespri Teams Up With World Champion Kayaker Dame Lisa Carrington In Global Partnership
10/07/2025
Agency Scorecard: EssenceMediacom
10/07/2025
Agency Scorecard: It’s Friday
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?