This New Zealand-specific study offers actionable insights for brands and marketers to effectively engage with Gen Z consumers.
Leading Out-of-Home company JCDecaux New Zealand, has released its latest research report, "Gen Z: The In Real Life Opportunity." This comprehensive study provides New Zealand brands and marketers with invaluable insights into effectively connecting with the increasingly influential Gen Z consumer segment.
With a population of 648,000, Gen Z constitutes 15 percent of New Zealand's population, making them a significant demographic for businesses to understand and engage with. JCDecaux New Zealand surveyed over 200 Gen Z individuals in urban areas during May 2023. The report found that:
-64% of Gen Zs connect in real life and 62% in digital worlds
-67% say they notice advertising in the real world
-74% agree brands should use more Out-of-Home advertising to engage them
-80% believe their generation embraces cultural diversity, enabling them to take pride in their cultural identity
-84% believe they have the power to improve human impact on the environment
-62% believe Gen Z can change society for the better.
The report's findings highlight a crucial discovery: despite being digital natives, Gen Z also craves 'in real world' experiences that brands can offer. They are as connected to real-world communities as they are to digital ones. It is evident that their existence and identities possess a duality, where digital lives do not overshadow their real lives.
Mike Watkins, Country Head of JCDecaux New Zealand, emphasised the importance of Out-of-Home advertising in reaching this critical cohort. Watkins stated, "Having grown up immersed in the online realm, Gen Z is acutely aware of the limitations of virtual engagement and actively seeks and embraces authentic real-life experiences. Out-of-Home advertising provides brands with a big, bold, flexible, and contextual voice in the real world, making it a vital channel to reach this influential demographic."
The report reveals that Gen Z demonstrates an optimistic outlook on the future, their ability to drive change, and the uniqueness of their own identities. This generation celebrates diversity and individuality fearlessly. An astonishing 80 percent of respondents believe their generation embraces cultural diversity, allowing them to take pride in their cultural identity. As a result, Gen Z exhibits diverse interests and actively engages with a wide range of brands. Notably, 76 percent state that the brands they interact with are diverse and unique from one another. Brand values play a significant role in their decision-making, as 65 percent of Gen Z consumers are willing to pay more for brands that align with their personal values.
Victoria Parsons, Senior Insights and Strategy Specialist at JCDecaux New Zealand, underscored the importance of matching Gen Z's values and capturing their attention in the real world. Parsons stated, "The research shows that New Zealand's Gen Z demographic embraces cultural diversity and urges businesses to drive meaningful societal change. Brands and marketers must find ways to align with Gen Z's values and captivate their attention in their increasingly 'In Real Life' world to achieve long-term success."
The full New Zealand research report can be downloaded here.
This New Zealand-specific research complements the "Gen Z: THE IRL OPPORTUNITY" report, jointly developed by JCDecaux Australia and The Future Laboratory. This presents a wide variety of findings on Gen Z and how this generation is altering the business landscape, today and into the future and can be downloaded here.