What is the cultural impact of Centennials? What motivates and inspires them? What is the relationship between Generation Z and Music? The music platform Spotify in collaboration with the trends and research agency Culture Co-op has released the report “Culture Next” which investigates these areas.
The Cultural Impact of Generation Z
Similar to previous generations and similarly to Millennials, the Generation Z with the music has a close relationship: kids born after 1996 see this art as an intrinsic aspect of culture. 76% said he believes that music allows people to connect with each other and between different cultures. Like the Millennials, moreover, the young people of the next generation have a unique relationship with social media and the digital world. In particular, the kids of the Generation Z they are defined as digital natives, but perhaps it would be more appropriate to call them “first global natives”: the 64% declares to have an online friend in another country and the 32% considers himself more a citizen of the world, rather than of his own country. Do you want to reach both targets? Contact the agency specialized in student marketing University box.
Generation Z, data and expectations on brands
In the report produced by Spotify in collaboration with Culture Co-op, the Generation Z and Music are closely interrelated. The 55% of the segment considered believes that audio is a valid way to escape, especially in the face of excessive visual stimulation. Centennials are politically engaged. The 61% thinks that online aesthetics have altered what his generation expects to see in the real world. But unlike grandparents, parents and uncles, they also demand the same from brands. This is demonstrated by the data on the Generation Z, relating to this point: 69% said it expects brands to make their voices heard and participate in debates, promoting more progressive values and playing a more significant role in society. Which marketing strategies They work best with Millennials and Generation Z? What do they mainly look for in products and services? Contact University box.