There’s a stereotype that “Gen Z” (those aged 11-26) and Millennials (aged 27-42) are both uninformed and uninterested in the news. However, recent research has debunked this and other myths about today’s youth, with insights revealing that we should do more than throw up our hands and say, “Kids today!” Instead, this research provides “news” all of us can use.
Myth: They Don’t Care
Reality: They Care Too Much?
There has been a steady decline in news consumption, but the data doesn’t suggest that young people don’t care about what’s covered. It could be that they care too much. Those who watch the news often say they feel a sense of duty to keep themselves informed. And of those who avoid the news, it’s not that they don’t care. It’s that they are so upset by the news—which they see as depressing and overwhelming—that they limit their news consumption on specific topics or at certain times, so they’ll be less impacted by the negativity.
Myth: They Don’t Read
Reality: They Prefer Reading
With the enormous rise of online video and social media, there’s an assumption that young people don’t want to read. They want to watch videos instead. However, that’s not the case. While a subset of young people relies on a mix of text and video to get their news, the vast majority of those under 35 prefer to read the news rather than watch videos about it. That’s particularly true for “breaking news.”
Myth: They Get Most News Through Social Media
Reality: They Still Get News from News Sources
Young people do get their news via social media. But that doesn’t mean that it’s all TikTok dance challenges. Young people are reading the news—they find it through websites, aggregators, and social media posts that link them to the news sources.
To learn more about how Gen Z and Millennials absorb the news and other information, contact the team members at Ebony Marketing Systems. We are experts at designing communication strategies and conducting research that reaches people in a new way. For more information, call us at (718)742-0006 or send us a message today.