Podcast: Reaching Gen Z with the new voice of youth culture

Why is Gen Z different than any generation before it, and what does it take to build authentic connections with them? FaZe Clan COO Jaci Hays shares the three critical pillars to reach today’s youth.

One of the biggest challenges facing content creators, marketers, and a range of industries, is how to reach Gen Z.

“No generation has created a more seismic shift and how they consume and connect than Gen Z.” So said Jaci Hays, COO of FaZe Clan, the first gaming organisation to grace the cover of Sports Illustrated.

“They have their own twist, culture and point of view, they really want to be spoken to in their own language, one that resonates with them, and that they can relate to.”

Perhaps one of the defining aspects of Gen Z, according to Jaci, is that Gen Z have never known a time without the internet. “They’re digital natives they consume through a different set of social constructs. They have never been without technology,” she said.

Jaci believes that the key to reading Gen Z is gaming. “We’ve seen [gaming] transform from a hobby into a massive cultural driver overtaking music, browsing the internet, social platforms, music and TV as the sole focus of Gen Z’s time and attention.”

But, as is always the case in marketing and content, the medium is only half the battle. It is also about how you speak to them. Jaci shared her thoughts on what Gen Z are looking for. “There are really three pillars to lean into: community, authenticity and technology.”

Jaci broke down for us what each of these three terms means. “Community is key to creating a sustained relationship with this generation. You don’t treat them as consumers, you engage with them and as a community.”

By building a community, and understanding the real needs of its members, the second step, authenticity, becomes easier. “[Authenticity] is so overused in our industry, but if you have it, it gives you the licence to explore with your audience. We’re a creator-led company – the right people are in charge of the messaging that hits our audience. And because of this FaZe fans are on the growth journey to discover with us.”

Finally brands need to keep up with the latest trends and developments in tech. “We know consumption and transactions will continue to migrate towards digital. The Metaverse is right around the corner. And we know it’s not long before you can take that avatar in a game and walk across platforms.”

Jaci Hays, COO of FaZe Clan, was speaking at Web Summit 2021.

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