Streaming giant Spotify is trying to make it easier for marketers of all ages to grasp what Gen Z and millennials want, Lee Brown, vice president and global head of advertising, told Cheddar.

"So, this hard to reach, highly-coveted demographic is showing up on Spotify everyday to listen, and we are encouraging marketers: this is the place for them to be heard by providing them these insights and these tips from this generation," Brown said.

So what do young people want? 

According to its recent "Culture Next" survey of Gen Z and Millennials, more than 60 percent are "ready to rebuild society from the ground up." The survey found that societal norms don't apply to this generation, particularly when it comes to education and career path.

"One thing that was interesting was that 1 in 3 don't plan to go to college and plan to start their own business, while 65 percent of the respondents are already, or plan to be, their own boss," Brown said.

To help empower its Gen Z listeners, Spotify has crafted some suggestions for marketers to focus on: provide relatable content from community leaders and activists, highlight movements throughout the year instead of capitalizing on snapshot moments like Breast Cancer Awareness Month and Black History Month, and use audio as a time machine to "transport them back to another point in time that they can recall."

The survey also found parents and children are forming stronger bonds through streaming.

"That was something that we saw with the shifts in listening behavior during COVID, that more people were listening together and in groups at home and that was what was bringing them together," he said.

For Spotify, according to Brown, the end goal is to help Gen Z users come into their own while providing a profitable path for marketers to aid users in their journey.

Share:
More In Business
Starbucks’ Change Flushes Out a Debate Over Public Restroom Access
Starbucks’ decision to restrict its restrooms to paying customers has flushed out a wider problem: a patchwork of restroom use policies that varies by state and city. Starbucks announced last week a new code of conduct that says people need to make a purchase if they want to hang out or use the restroom. The coffee chain's policy change for bathroom privileges has left Americans confused and divided over who gets to go and when. The American Restroom Association, a public toilet advocacy group, was among the critics. Rules about restroom access in restaurants vary by state, city and county. The National Retail Federation says private businesses have a right to limit restroom use.
Trump Highlights Partnership Investing $500 Billion in AI
President Donald Trump is talking up a joint venture investing up to $500 billion for infrastructure tied to artificial intelligence by a new partnership formed by OpenAI, Oracle and SoftBank. The new entity, Stargate, will start building out data centers and the electricity generation needed for the further development of the fast-evolving AI in Texas, according to the White House. The initial investment is expected to be $100 billion and could reach five times that sum. While Trump has seized on similar announcements to show that his presidency is boosting the economy, there were already expectations of a massive buildout of data centers and electricity plants needed for the development of AI.
Load More