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Latest INMA report details research, fundamentals of Gen Z engagement

By Dawn McMullan

INMA

Dallas, Texas, USA

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To engage the next generation of news readers, it’s critical for news media companies to learn not just how to deliver the news Gen Z is looking for, but to deliver it on the platforms where they live while ensuring they’re represented in the newsroom, according to a report released today by the International News Media Association (INMA). 

What Gen Z + Media Need From Each Other explores: 

  • How and why platforms matter.
  • Engaging and retaining Gen Z.
  • Gen Z in the newsroom.

Click here to download the report

The new report shares what research shows about Gen Z and explains what that means for news media companies. 

Using six case studies from around the world — and drawing on research from the Reuters Institute, Pew Research Center, and Borrell Associates in the United States — the 36-page report looks at what companies are doing to connect with Gen Z, explains how it’s working, and shares what they have planned to continue attracting this important audience segment.

The importance of platform is a key facet of engaging Zoomers.
The importance of platform is a key facet of engaging Zoomers.

Written by INMA Ideas Blog Editor Paula Felps, “What Gen Z and Media Need From Each Other” details three key takeaways in engaging Gen Z:

  • Social media via their phone is a Zoomer’s preferred platform for news.
  • This generation seeks authenticity and avoids crisis coverage.
  • Engaging this generation means hiring them. 

As Gen Z enters adulthood and becomes the next generation of news consumers, the old playbook needs to be rewritten for a digital-first world, according to the INMA report. This means understanding their platforms, like TikTok and YouTube, and their world view, which is more global and connected than any other generation.

Additionally, engaging the 25-and-under generation means hiring them. Per the report, including Gen Z in the newsroom requires creating a Zoomer-friendly work environment with collaborative workspaces, flexible schedules, room for experimentation, and continuous skill development. 

Among the report’s case studies are Germany’s Funke Zentralredaktion, The Australian, The Wall Street Journal in the United States, Norway’s Dagens Næringsliv, The News Movement in London, and The Sydney Morning Herald in Australia.

“What Gen Z and Media Need From Each Other” is available for free to INMA members and registered users at INMA.org. All others may register and download here.

About Dawn McMullan

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