Gen Z news consumption—how publishers and brands can engage the demographic

I often hear that Gen Zers don’t read news, they scroll TikTok. But I am here to set the record straight: We are reading the news, just in ways different from previous generations. A recent study by the Pew Research Center found that roughly one-third of adults under age 30 regularly scroll TikTok for news, up from 9% in 2020—meaning that we prefer to consume news digitally and quickly. Though I don't read a newspaper with my coffee, I subscribe to the Morning Brew email newsletter that sends a news roundup to my phone every morning. I don’t listen to the radio on my drive to work, but to The Daily podcast by The New York Times as I make breakfast in my kitchen before getting settled in my home office for my remote job. Despite Gen Z’s changing news consumption preferences, the importance of the traditional editorial process in news reporting remains crucial. Our aversion to newspapers and news sites isn’t the end of traditional journalism, it is merely evolving. Ad Age Gen Z Contributor Column We welcome Gen Zers to submit fresh takes exploring Gen Z within the ad industry Learn more here If you believe social media such as TikTok or Meta can replace traditional news publications, you’d be underestimating the rigor in the editorial process involved in producing articles from top-tier news outlets. This process in top publications ensures news is accurate, fair and high-quality. Editors fact-check, verify sources and ensure their content upholds ethical standards. They provide guidance and feedback to reporters, making sure different perspectives are considered and that the final product meets the highest standards. Especially in this digital age where anyone can say anything on social media, it’s now more important than ever for Gen Zers to read from trusted sources such as The New York Times, CNN or the BBC. With social media creating echo chambers based on biases and algorithms, trusted news sources help Gen Z distinguish news from misinformation and algorithmic bias. So, if Gen Z wants accurate news, why aren’t we on your news site? Rather than “Gen Z doesn't read the news; they scroll TikTok,” it’s more accurate to say, “Gen Z scrolls news on TikTok, Instagram, podcasts, email newsletters, Instagram and maybe even Netflix one day.” To capture Gen Z’s attention, news must be available on every platform we use but still created following stringent editorial guidelines. Some publications are already doing this by expanding their journalism to social media, including The New York Times and The Washington Post. Tailored and concise newsletters are also much more appealing than lengthy ones. A bullet-point summary and a visually appealing design newsletter—just like Elle Woods' pink-scented resume—really stand out. Thanks to bulleted news roundups, I can now scan multiple headlines and decide which ones I want a deeper dive into. It is even better that some publications tailor their newsletters so Gen Z can sign up for different categories. The Morning Brew newsletter for example, organizes its content into separate categories such as Marketing Brew, Tech Brew, Retail Brew, IT Brew and so on. Audiences can read those that interest them and disregard the others, making news consumption efficient. Some news organizations take their delivery to a whole new level—such as using memes and short videos to present information in entertaining and relatable ways—to engage Gen Z audiences. The Washington Post's TikTok account has almost 2 million followers by presenting news in formats that resonate with Gen Z. See all of Ad Age’s 2024 Creativity Award winners here If brands are trying to target Gen Z in earned media, trusted news sources with social media platforms are still a great way to reach the audience. But they should make sure those stories are also included in their digital newsletters, podcasts and on all their social media platforms. "AI will replace traditional journalism," is another phrase I often hear but completely disagree with; journalism is one of the hardest professions for AI to replace. Look at how journalists Megan Twohey and Jodi Kantor exposed Harvey Weinstein in 2017. Could ChatGPT have done that in the way they did? Reporters aren't just writers—they investigate, build relationships and give a voice to those who need one. AI can never replace the investigative skills and intuition of experienced journalists who uncover hidden stories and hold the powerful accountable. In the end, regardless of how AI advances and platforms change, reporters and quality journalism are still needed. As news outlets continue to adapt to Gen Z’s needs and habits, we can expect to see more innovative ways of presenting information. Even so, news is news—as much as we'd like it to be fun, we still expect the authenticity, fairness and accountability that traditional journalism provides.

Gen Z news consumption—how publishers and brands can engage the demographic

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