'Brands should adapt to the dynamic media landscape and GenZ's changing habits'
Aditi Mishra, CEO, Lodestar UM, and Kulanath Kaushik from the agency's strategy team discuss the ever-evolving media behaviour of the youth and what brands can make the most out of it
e4m has collaborated with Lodestar UM, one of India’s leading media agencies and a part of the Mediabrands India network, to create “Generational Zeitgeist” – a six-part Podcast Series that peeks into the Indian Gen Zers’ mindset.
Based on multiple sources of learning including a three-part pan-India study with 1100+ GenZ respondents, Generational Zeitgeist covers a wide range of topics.
Each episode is a conversation between Aditi Mishra, CEO, Lodestar UM, and Kulanath Kaushik, one of the contributors to the study from Lodestar UM’s strategy team.
About the fourth episode
Aditi Mishra and Kulanath Kaushik discuss how has GenZ's media behaviour has changed over time.
“In today's digitally empowered media world, there is an endless choice of content and media, and the influx of influencers on social and video platforms has made it more democratic. Viewers have more power, and platforms like Discord and Patreon have harnessed the power of community,” said Mishra.
She added, “With so much content, choice, and engagement, time spent by GenZ audiences has increased. However, with this fragmentation, brands need to adapt to the dynamic media landscape and GenZ's changing habits.”
Technology has accelerated the speed of change, with innovative developments emerging every six months, such as the recent buzz around ChatGPT, Mishra opined.
The two discussed 'Growth of Modern Brands' amongst the GenZ and how it is important for Brands to 'Enable Experiences', to have 'Dynamism & Agility', be 'Authentic & Transparent' and get the Brand's 'Core Promise Right'.
“The GenZs value authenticity and purpose-driven brands that deliver on their core promise, enabling them to sail through tough times. Brands that are adaptable, agile, and keep pace with the dynamic and fast-moving GenZs can create a pull,” says Mishra.
She further noted, “The pandemic presented an excellent opportunity for brands to demonstrate agility by pivoting to new services, as exemplified by Zomato/Swiggy's entry into grocery delivery and Amazon Prime Video's introduction of Watch Party. Thus, brands should empower GenZs to be part of their progression by being dynamic and agile.”
