Leading Out-of-Home media company JCDecaux has released a foresight report written in collaboration with global strategic futures consultancy The Future Laboratory, into how to connect with the increasingly important Gen Z consumer.
With Gen Z making up 20 per cent of Australia’s population, and 30 per cent of the world’s, the Gen Z: IRL Opportunity foresight report provides important insights for brands and marketers trying to capture their attention and stay relevant. JCDecaux highlights how Out-of-Home advertising can be shaped to drive engagement and brand advocacy among this group.
Essie Wake, Chief Marketing Officer at JCDecaux said: “What’s become apparent is Gen Z customers are sophisticated, discriminating and continuously pushing businesses to take action and provide genuine social change. Growing up online, they recognise the confines of digital participation and are now seeking a step change as they pursue and embrace real-world encounters.’
Max Eburne, Chief Commercial Officer at JCDecaux said: “The evolution of Out-of-Home advertising has established it is an important channel to reach this critical cohort. Gen Z simply don't see Out-of-Home as an intrusion. The flexibility, ubiquity, seamlessness, and even environmental footprint of its solutions open a whole new universe of possibilities for brands and audiences alike.”
As part of the investigation, JCDecaux surveyed over 1,000 Australian Gen Zs, finding that:
64% Gen Zs agree brands should use more Out-of-Home advertising to engage them;
85% Gen Zs have acted after engaging with Out-of-Home advertising.
Martin Raymond, Co-Founder, The Future Laboratory said: “It has never been more crucial for marketers to consider where and how to target Gen Z. In a world of digital noise, Out-of-Home is emerging as a uniquely valuable Gen Z touchpoint. Advertisers are now tasked with adopting new ways to meet Gen Z’s priorities, match their values and attract their attention.”
The report outlines five key themes at the centre of the Out-of-Home opportunity: Viewtility; Egoless marketing; Paradox personas; Hyperphysical hotspots; Multisensory media.
Read and download the full report here.
Ends
Notes to editors
Generation Z is defined as anyone born between 1997-2012, they are pre-teen to mid-20s representing 20 percent of Australia’s population and two billion of the global population. 51 percent of Australia’s First Nations people are under the age of 25.
This report was commissioned by JCDecaux Australia and written by one of the world’s most renowned strategic foresight consultancies The Future Laboratory.
About JCDecaux
JCDecaux is the number one out-of-home media company worldwide, with more than 1 million advertising panels in more than 80 countries and more than 13,000 employees. Incorporated in 1964 in France, JCDecaux was listed on the Paris Stock Exchange in 2001. JCDecaux has been providing high quality, architecturally designed street furniture in Australia since 1997. Its Australian and New Zealand businesses includes 40,000 assets spanning airports, rail, transit, static and digital billboards.
Key figures
2022 revenue: €3,317m (a)
N°1 Out-of-Home Media company worldwide
A daily audience of more than 850 million people in more than 80 countries
957,706 advertising panels worldwide
Present in 3,518 cities with more than 10,000 inhabitants
10,720 employees
JCDecaux is listed on the Eurolist of Euronext Paris and is part of the Euronext 100 and Euronext Family Business indexes
JCDecaux is recognised for its extra-financial performance in the FTSE4Good (3.6/5), CDP (A Leadership), MSCI (AA) and has achieved Platinum Medal status from EcoVadis
1st Out-of-Home Media company to join the RE100 (committed to 100% renewable energy)
Leader in self-service bike rental scheme: pioneer in eco-friendly mobility
N°1 worldwide in street furniture (530,143 advertising panels)
N°1 worldwide in transport advertising with 154 airports and 215 contracts in metros, buses, trains and tramways (340,753 advertising panels)
N°1 in Europe for billboards (72,611 advertising panels)
N°1 in outdoor advertising in Europe (596,831 advertising panels)
N°1 in outdoor advertising in Asia-Pacific (232,268 advertising panels)
N°1 in outdoor advertising in Latin America (64,893 advertising panels)
N°1 in outdoor advertising in Africa (20,808 advertising panels)
N°1 in outdoor advertising in the Middle East (14,177 advertising panels)