JCDecaux unveils bold viewpoint on Gen Z: The IRL Opportunity

Out of Home media company JCDecaux has released a foresight report written in collaboration with global strategic futures consultancy The Future Laboratory, into how to connect with the increasingly important Gen Z consumer.

With Gen Z making up 20 percent of Australia’s population, and 30 per cent of the world’s, the Gen Z: IRL Opportunity foresight report provides important insights for brands and marketers trying to capture their attention and stay relevant. JCDecaux highlights how Out of Home advertising can be shaped to drive engagement and brand advocacy among this group.

Essie Wake, Chief Marketing Officer at JCDecaux says: “What’s become apparent is Gen Z customers are sophisticated, discriminating and continuously pushing businesses to take action and provide genuine social change. Growing up online, they recognise the confines of digital participation and are now seeking a step change as they pursue and embrace real-world encounters.”

Max Eburne, Chief Commercial Officer at JCDecaux says: “The evolution of Out of Home advertising has established it is an important channel to reach this critical cohort. Gen Z simply don’t see Out of Home as an intrusion. The flexibility, ubiquity, seamlessness, and even environmental footprint of its solutions open a whole new universe of possibilities for brands and audiences alike.”

As part of the investigation, JCDecaux surveyed over 1,000 Australian Gen Zs, finding that:

  • 64 percent Gen Zs agree brands should use more Out of Home advertising to engage them
  • 85 percent Gen Zs have acted after engaging with Out of Home advertising

Martin Raymond, Co-Founder, The Future Laboratory says: “It has never been more crucial for marketers to consider where and how to target Gen Z. In a world of digital noise, Out of Home is emerging as a uniquely valuable Gen Z touchpoint. Advertisers are now tasked with adopting new ways to meet Gen Z’s priorities, match their values and attract their attention.”

The report outlines five key themes at the centre of the Out of Home opportunity: Viewtility; Egoless marketing; Paradox personas; Hyperphysical hotspots; Multisensory media.

Read and download the full report here.

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