Spotify Report: Music & Audio Catalyst For Gen Z To Stay Connected In This ‘New Normal’

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Spotify Australia has revealed the results of its “Culture Next Trends Report,” the brand’s second annual global report of Gen Z insights and cross-generational views regarding topics most impacting culture and trends.

Topics explored uncover global insights about voting & politics, education, entrepreneurism, Black Lives Matter, societal norms & expectations, parent-child means for connection,  the importance of brand values, and more.

The results show that in Australia, Millennials and Gen Zs are connecting with their communities via music and are rediscovering who they are as a result. They’re getting to know (and like) their parents and music streaming is fuelling this.

Young people are on a journey of self-discovery and communicating more openly through streaming and this is encouraging more connectivity. This new sense of connectivity due to the way of the world is helping Gen Z and Millennials form identities based on niche interests, and bond with others who share those interests around the world. Ultimately, music and audio is the catalyst for Gen Z and Millennials to stay connected in this ‘new normal’.

The report features key takeaways for marketers about how best to build lasting relationships with Zs and millennials. Highlights include:

  • As part of the report launch, Spotify created new Gen Z audience personas that will allow advertisers to connect with these listeners based on distinctive traits and characteristics that align to the five trend categories outline in the report: 1) Gen Z starting from scratch, 2) Self-discovery is communal, 3) Family embrace audio at home. 4) Sound is getting smarter, and 5) Progress overtakes partisanship
  • Engage the theatre of the mind. Imagination isn’t just for the kids. Use audio to take your audience places video can’t. Spark memories and engage emotions by utilising immersive 3D sound coupled with good storytelling. Whether it’s the sudden “pop!” of a bottle of bubbly or a warm voice leading them through a familiar scene, such details transport listeners to a space where your message can ring out.
  • Support movements, not moments. Trans awareness is a year-round concern, breast cancer doesn’t take a break once the pink ribbons are put away, and teaching Black history matters just as much in August as it does in February. Zs and millennials want to know that your brand is about more than just a timely hashtag. Activations throughout the year can help show that you are living up to your ethos.

Key insights from Australia in particular include:

    • A sizeable 91% of Zs and millennials in Australia told us that they love understanding how ideas are born, and that doing so makes them feel a part of the creative process.
    • Young people are proud of their unique, multidimensional identities, and brands can be a part of that — nearly two-thirds of Australian Zs and millennials said brands have the power to create communities based on common interests and passions.
    • In our survey, 61% of young Australians said listening to their parents’ music gives them a better sense of who their parents are, and 78% of parents said music is a way they bond with their kids. 
    • Embracing flaws can also mean exploring self-improvement, and 64% of Australian Zs and millennials said they use audio to cope with stress and anxiety.
    • Young people are increasingly forming identities based on niche interests, and bonding with others who share those interests around the world — over two-thirds of Australian Zs and millennials said it’s much easier to feel connected to a community today thanks to digital platforms.
    • And when asked about the elements that fuel their self-discovery, 62% cited music and 64% cited podcasts.
    • Young people are proud of their unique, multidimensional identities, and brands can be a part of that — nearly two-thirds of Australian Zs and millennials said brands have the power to create communities based on common interests and passions.

Access to the report can be found here.

 

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