Innovfest Unbound – Southeast Asia’s largest innovation festival, held in Singapore last week – brought together global innovators, start-ups and brands for discussions around innovation, technology and marketing. One of the highlights from the event was the range of insights shared on Gen Z (aged eight to 22).
- In Control: Shaul Olmert, chief executive of online publishing platform Playbuzz, stressed the importance of brands adapting their messages “to the fact that young people live in a different environment”. Noting that his 13-year-old daughter had never read an article, he argued that it’s up to companies “to create content that she can understand”.
However, “the offer on the internet today is either long-form articles that are obsolete (people only spend a few seconds looking at them, so they don’t really read them) or animated gifs on Snapchat (stuff that’s meant to be very shallow and doesn’t create any depth of experience),” said Olmert.
“This is a generation that grew up with full control,” Olmert warned. “They were born with a remote control in their hand. They choose what content to consume. They buy à la carte. And since they live in this on-demand world, there’s no reason to be loyal to anything."