Meet the Listening Generation

For decades, young people have been seen as loving music, fashion, sports and adventure. However, Gen Z are smashing this perception.

Gen Z is not invested in any particular genre of music; as previous generations were. Anything that ‘sounds good’ to them will do. Their relationship with music is casual. The 2023 Coke Studio season was a huge hit, but Velo Sound Station’s second season was almost entirely ignored, even though both shows banked on similar genres. Coke Studio’s 2023 songs came across as original and authentic, while Velo Sound Station’s songs were seen as ‘me too’ and thus ‘inauthentic’. Using music platforms to attract the attention of Gen Z has become a tough ask. Not only because various brands have cluttered this area, but because of musicians hopping from one genre to the other. Gen Z’s musical tastes are eclectic and one is not sure which genre will work.

According to a study conducted in the US in 2021, only 23% of Gen Z describe themselves as passionate sports fans. So what about cricket in Pakistan (and India)? According to a 2023 study, 73% of cricket viewers in India were Gen Z and Millennials. So, is the South Asian Gen Z different from its Western counterpart? No. Gen Z is more interested in sports personalities than the game. For example, Taylor Swift’s relationship with the American football player Travis Kelce drew more interest from a large number of Gen Z to American football than ever before. Similarly, cricket fans among Gen Z in Pakistan and India are more likely to comment on Shoaib Malik’s third marriage, Virat Kohli’s actress wife, etc., than on the game’s technicalities. Gen Z want their sporting stars to be authentic by openly displaying their relationships and sharing photos of them doing everyday things. Another example is the unending series of clips showing Babar Azam playing delightful strokes even when the team is at the bottom of the rankings. Gen Z consumes sports through clips and highlights rather than sitting through full games.

Gen Z does not find the talk about junoon (passion) that brands use to portray young Pakistani cricket fans as authentic. They view sport as a social activity rather than something to emote about. The recent HBL PSL campaign in which the tournament was portrayed as fulfilling a deeper social yearning in young people is an example – the campaign was a huge hit among Gen Z. 

Gen Z is irritated when they are pigeonholed as ‘snowflakes’ constantly being offended by jokes. Indeed, overtly racist, bigoted and politically incorrect jokes are not appreciated. This is Gen Z’s way of rebelling against previous generations that left a troubled world for them to grow up in. And it is this kind of world (created by previous generations) that becomes fodder for Gen Z humour. 

But they are not snowflakes. This is a misconception. Their outrage is more ironic or what is now described as ‘meta-irony’. Gen Z is meta-ironic. The previous two generations often announced that they were being ironic; Gen Z does not. For them, jokes are intended to confuse and raise the question, “Is he/she being serious or just being ironic?” This question is what becomes the joke. Gen Z jokes are often told through memes or short video clips. But the text and subtext of the jokes are never heavy-handed. They are left open to interpretation. They are mostly ‘in-jokes’ that Gen Z will get, but others will not. This is why Gen Z has not done well in stand-up comedy. Gen Z jokes are more suited to memes and video clips. The meta-ironic and in-joke nature of Gen Z humour is extremely tough to incorporate and when brands try to do it, this in itself becomes the joke. It’s like Boomers trying to act like Gen Z. 

The one thing that marketers have got right about Gen Z is that they are an activist bunch. They are growing up in a world plagued by several crises: economic downturns, climate change and identity issues. Due to social media, Gen Z is bombarded by the inflow of news about these crises. As a result, their levels of anxiety and concern are more intense than in any previous generation in the last four decades at least. 

This is also a generation where the need to enter activism starts earlier. They have digital tools to flex their activism that were not available before. However, whereas activism in previous generations was driven by established ideologies, Gen Z sees such ideologies as outdated because they do not address the issues that impact their lives. Gen Z is a very insecure generation, and this is the reason why many brands often end up developing misconceptions about them. 

Gen Z thrives on activism, but it is a myth that they are unafraid to speak their minds. Numerous studies show, especially when offline, that Gen Z is often weary of calling themselves ‘feminists’, ‘gay’, or openly talking about their religious or political inclinations because they fear being labelled, ridiculed and ostracised. Unlike the activism of the Boomer generation, Gen Z’s activism is not emerging from an optimistic disposition. Boomers believed that through their politics, music, films and action, they would change the world for the better. Gen Z’s activism is emerging from hopelessness, insecurity and anger.

Cricket and music have become cluttered clichés and do not seem authentic. Gen Z activism is often romanticised by brands as being hopeful; this ends up irritating Gen Z. Films, TV series and music designed to attract Gen Z have failed and are often ridiculed by Gen Z. They hate being profiled and consciously want to confuse people trying to profile them. Unable to be fully understood by previous generations is a badge of honour. Gen Z does not go out of their way to be understood. 

One of the most interesting things to come out of recent research is the fact that Gen Z is increasingly interested in listening to podcasts. They listen to podcasts in the same way Millennials listen to music. According to a recent study, Gen Z’s monthly podcast listening has risen by 57% over the past five years, and in the US alone, 24 million Gen Zers listen to podcasts every month which is the reason why podcasts are regularly sponsored by brands. Gen Z is also increasingly turning to audiobooks and newspaper articles. Over 80% of Gen Zers listeners use podcasts as a means of relaxation; around two-thirds listen to escape and better understand their own feelings. They find podcasts to be less toxic than social media and more informative than conventional media. 

Gen Z is a tough nut to crack. They want to be understood on their own and not particularly by others. They are pessimists and feel they have no choice but to voice their concerns through activism. Their sense of humour is informed by the way they view modern-day life – absurd, ironic and alarming. They hate being called woke or snowflakes. They are more interested in the human aspects of sports and entertainment.

They are often seen as opinionated, but from the way they consume content (podcasts), they seem to be better listeners than previous generations, especially Millennials. 

Gen Z is rapidly evolving into a listening generation and increasingly uses audio to self-regulate, meditate, manifest and heal. Their identities are developed through listening. Whereas most brands are trying to listen to what Gen Z is saying, they should focus on what they are listening to. Brands can score success if they accept that Gen Z is a listening generation and then provide them with well-articulated discourses on topics that inform, reassure and are meaningful. 

Nadeem F. Paracha is Head of Ideas & Research, Adcom Leo Burnett.He is also a published author and weekly columnist for Dawn.