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Proud and woke: SGAG and Havas research on the 5 codes Gen Z live by

The Drum 06 Aug 2020 05:33
These codes give an insight into the role of media, consumption patterns, types of content consumed, prevalent in their lives.

Havas and Singapore-based humour platform SGAG have collaborated on a report that uncovers insights to help brand marketers build effective strategies and brand initiatives to engage with Gen Z.

The report, called ‘Finding Success with Gen Z in Singapore’, unveils five codes that Gen Z in Singapore live by. These codes give an insight into the role of media, consumption patterns, types of content consumed, prevalent in their lives.

What are the five codes?

1. Media as a compass: Navigating their life through meaningful media. For Gen Zs media has become the lens that frames their views of the world. However, for media to be meaningful it needs to fulfil the roles of being able to deliver utility, strike an emotional chord and content that is reliable.

2. Woke through tech: Singaporean Gen Zs are aware and want to be involved in socio-cultural issues shaping the society. They have taken it upon themselves to be educated and educate others around them. Technology and access to information has empowered them to not only raise their voice against social concerns but also help to equip them with practical skills.

4. Need for social: Singaporean Gen Zs actively seek meaningful connections through media be it online or offline. Besides using media to connect with new people who share the same passion, media also facilitates relationships in real life. In Gen Z relationships, there is no division between the online and offline and virtual actions have an impact on friendships in real life.

Why was this report produced?

- “With the Gen Z audience forming a large segment of our audience mix, it is critical for us to deep dive to understand the lens that they see the world through. In our first-ever partnership with Havas Singapore, we hope these insights will spark new ideas and conversations that will help brands foster a deeper connection with Gen Zs,” said Karl Mak, co-founder, SGAG.

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