How Social Media and AI Are Shaping Gen Z's World: Key Takeaways From YMS 2024

If you could peer into a crystal ball at the future of youth culture and marketing, what would you see? At the Youth Marketing Strategy (YMS) 2024 event, attendees got a glimpse of just that, with Pion ’s Youth Trend Report revealing the latest trends capturing the hearts and minds of Gen Z. The event was a melting pot of innovation, from AI podcasts recorded without the need for panellists to the programmatisation of billboards in student bars, the rise of self-publishing, and a boom in experiential marketing. Holly Hayes , Steven Bartlett's social media manager, even shed light on the folklore surrounding his rigorous A/B testing strategies. However, the main focus was the Youth Trend Report 2024, as discussed in depth with author and youth marketing expert, Alexandra H. .

Exploring the Youth Trend Report with Alexandra Haider

One of the most striking sections of the Youth Trend Report highlights how the rise of social media has significantly increased the phenomenon of FOMO (Fear of Missing Out). Gen Z spends an estimated 106 days a year on their phones, with half of them wishing for a way to disconnect, as noted by Josh Penny , Social Impact Manager at Hinge . As the world becomes increasingly digital it’s no wonder we are witnessing an 'Experiential Boom' that fulfils the craving for the real, the tangible, nostalgic, and authentic.

Part 1: Gen Z Trends 2024: FOMO, AI, and Cancel Culture

The role of AI in relationships is also a focal point, with more Gen Z users turning to AI to perfect their profiles. Gigi Fong , Sex and Dating Editor at HYPEBEAST , explores the possibility of AI matchmaking, posing the question: "AI can be a helpful tool, but can it manage your love life?" The report further explores the rise of avatar models and the backlash Levi’s faced for using bots to diversify their model representation. With 1 in 3 Gen Z individuals feeling negatively about virtual influencers, the battle between virtual and real has a clear winner for now.

Part 2: Travel Trends and Top Social Platforms for Gen Z in 2024

Key Sessions and Insights

Holly Hayes on Social Media Strategies

One of the highlights of the event was the session by Holly Hayes , Steven Bartlett's social media manager, who confirmed the folklore around his A/B testing strategies. In addition to real-time A/B testing, Hayes explored the possibility of AI-generated podcasts. She suggested that it may not be long until AI can generate a full podcast without Steven Bartlett needing to be present. This emerging genre blurs the boundaries between real and fake, raising questions about the future of content creation and its impact on audiences.

Shifting Relationship with Alcohol

Lisa Gulley and Nikita Sharma discussed Gen Z’s changing relationship with alcohol, highlighting a trend towards mindful consumption. Gen Z values brands that resonate with their identity, using these brands to curate their self-image. This trend underscores the importance of meaningful aesthetics and brand narratives in engaging this demographic.

Rise of Travel and the Experience Economy

Travel has emerged as a major trend among Gen Z, marking a cultural renaissance post-pandemic. A significant percentage of Gen Z-ers express a desire to solo travel, driven by TikTok ’s influence on travel-related content. This visual platform not only drives FOMO but also motivates young people to explore new places, from dining spots to exotic destinations. Influencers play a significant role in this trend, taking their followers on holidays and inspiring real-world adventures.

Emerging Digital Platforms

Platforms like Reddit, Inc. and YouTube are gaining traction among Gen Z. Reddit, especially after sponsoring Love Island, has seen increased engagement. YouTube has overtaken TikTok as the most favoured platform among Gen Z, due to its ability to curate dedicated, loyal communities. Podcasts on Spotify are also thriving, demonstrating that Gen Z isn’t allergic to long-form content just bad content.

Conclusion

The YMS 2024 event provided a wealth of insights into the evolving landscape of youth marketing. Pion’s Youth Trend Report, coupled with expert sessions, highlighted the key trends and strategies for effectively engaging Gen Z. As marketers, it's crucial to prioritise message and meaning over medium, leveraging authentic and relevant content to connect with Gen Z. The future of marketing lies in embracing these insights and continuously evolving to meet the expectations of this influential generation. This recap captures the dynamic discussions and key takeaways from the YMS 2024 event, focusing on the evolving trends and insights from experts in youth marketing. To read the full report, check out Pion’s website here.

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