6 audio trends brands should plug into when targeting Gen Z and Millennials

Audio is playing an increasingly important role in the lives of Millennials and Gen Z. The pandemic has upended the idea of normalcy and also led to Gen Zs becoming a generation on the edge of newfound independence, a recent report by Spotify titled "Culture Next" based on 5,500 respondents said. On the other hand, Millennials face a different set of challenges such as the expectations towards having a work-life balance. 

Whether its diving into a true crime podcast, getting hyped with a pop playlist or soothing themselves with ambient sounds, both generations use audio as a means of stress release and communication to the outside world. With audio becoming more than just a form of entertainment for consumers, advertisers need to be even more aware of the changing habits and tastes of their target audience. Here are six trends marketers should keep an eye on.

1. Sound escape

Millennials and Gen Zs are incorporating audio as a form of stress relief. According to the study, 76% of Millennials and 75% of Gen Zs in Singapore agree that audio is used to reduce their stress level. Focused on finding the right mix of content to match or make the mood, Millennials and Gen Zs are also moving seamlessly between all formats such as podcasts, music playlists, binaural beats, and among others. While Millennials are seeking comfort in nostalgic sounds, Gen Zs utilise music to offset their digitally saturated lives. Nonetheless, both generations are exploring all means of how audio can be a form of enrichment. At the same time, audio is not considered just entertainment for Gen Zs but an integral part of their wellness experience. 

In this context, it is important for brands to go with the flow and align with comforting content when targeting the Millennials and Gen Zs. While the study said listeners are now more receptive when the messaging of the audio matches their mood, brands could consider this nostalgic listening experience as a pivoting point in their marketing strategies. Additionally, brands could also consider how musical repetition has the ability to create a positive association amongst the consumers. Similarly, if a brand releases a personalised playlist filled with catchy songs, it would definitely increase positive sentiment for the brand. 

While brands now realise the importance of audio, many are quick to come up with playlists to engage with consumers. Subway Singapore recently curated a playlist, "The Spicy, Saucy", to hype up its new Spicy Buffalo Chicken sub. The playlist featured 11 songs with relevant titles by various artists including "One" by Lewis Capaldi, "Bite" by Troye Sivan. "Will" by True and "Spice up your life" by the Spice Girls. 

Spotify also did a playlist for CMOs recently, in its "A Song for every CMO" campaign. Working with FCB New York and composer Watt White, Spotify came up with five unique songs curated for CMOs - Kimberly-Clark's Zena Arnold, Indeed's Jessica Jensen, Frito-Lay's Rachel Ferdinando, Intuit's Lara Balazs, and CVS's Norman de Greve. 

The songs covered a range of styles, ranging from rap and 90s synth-pop to alternate rock. According to Spotify, this is the first album drop with more CMO songs rolling out in the coming months. The five songs each have unique and personalised lyrics and titles.

2. Blurred lives 

Millennials and Gen Zs are now becoming increasingly immersed in mixed reality, the study found. While audio soundtracks have transported listeners to new places, audio-first immersions became more literal as Millennials and Gen Zs sought to escape the same four walls, city blocks, and social pods they have been stuck with after the pandemic hit, the report said.

Brands are able to tap into this trend by leveraging 3D audio to immerse listeners in an authentic virtual listening environment, creating a dynamic and sensory experience. Take gamers, for example, a change of music could put an entirely new experience to the user playing the game. In fact, among avid gamers globally, 65% of Millennials and 56% of Gen Zs agree that curating their music choices while gaming is important.

For musicians and music fans, immersive virtual worlds became a critical tether as live shows paused. Majority of Millennials and Gen Zs (68%) globally attended a virtual experience in the last year. Looking forward, Millennials in Singapore said they were more likely to continue attending virtual concerts after the pandemic is over as compared to the Gen Zs. According to statistics, the percentage comparison is 49% versus 38%. This is because it is cheaper and more convenient than real-life experiences. 

3. Symbiotic creation 

With the proliferation of social media, music creators, podcasters as well as listeners now have more opportunities to collaborate and change the sound of culture, Spotify said in the report. Brands must now keep up with the culture in real-time and build campaigns for collaboration. Brands need to foster connection with Gen Zs by including them in the creative process. 

For example, Calvin Klein drove Gen Zs to a digital experience to ask, “What do you hope for?” Once they answered with their specific dream for the future, they could then add one song to a collaborative playlist for that specific hope.

Young listeners today play an active role in amplifying new artists, co-creating songs, and forming powerful global communities that make tomorrow’s hits. This means that Millennials and Gen Zs do not just listen to a piece of music because it is catchy or hyped. Instead, Spotify said they respond to the musicians’ work-in-progress drafts, choose their favourite hooks, write lyrics, retitle songs, and even play a role in deciding which tracks get made. This, in turn, created a new marketing path for brands, which was to build campaigns for collaborations.

4. New voices 

Majority of Singaporean Gen Zs (67%) believe they have more freedom to be their authentic selves than previous generations. While both Millennials and Gen Zs crave representation, Spotify found that Gen Zs expect brands to reflect, represent, and empower them through their campaigns, talent partnerships, and participation in social justice movements. This is why creators from both generations are now bypassing traditional gatekeepers of culture to uplift voices and viewpoints that have been historically underrepresented by mainstream media. 

According to the study, Gen Zs love discovering new voices, music, and brands. By shaking it up with new sounds, brands could rely on the use of a digital experience to keep these target audiences engaged. Additionally, by giving underrepresented artists a voice to spread the brand message, it could bring in a new wave of brand awareness. 

5. Generation curation

For Millennials and Gen Z creators, cultural curation has emerged as an essential pillar of artistic expression. While cultural curation helps Gen Zs carve out their artistic identity, Millennial creators curate to keep their audiences interested. Armed with the power to forge connections, set emotional tones, and even launch careers, curation is now a critical part of how culture is being shaped today.  

Coming off as a form of artistic expression, curation has become much more than just an aggregation. While 64% of global Gen Zs felt that digital technology makes it easier to be a cultural curator, 67% of Millennials said they felt the pressure of becoming one.

By pairing a product with a playlist, brands are able to join in cultural curation as well. Using branded playlists as an example, these offer an opportunity to engage and entertain audiences through the music they love. According to the study, the best branded playlists are often supported with a robust marketing strategy. For instance, M&M’s brought back its limited-time messages packaging, which featured Spotify Codes to match their messages to branded playlists. Scanning an M&M’s pack that said "Slay Girl" opened an M&M’s playlist of songs by powerful female artists. 

6. Affinity hoods 

No longer defined by age, race, gender, or geography, brands now need to say goodbye to gender norms. Young consumers are no longer boxed into genre, geography, language, or any other passive identifier. Instead, their communities are formed around cultural affinities, such as shared cultural passions or interests, no matter how niche.

Not looking to be just cultural voyeurs, but to be an active participant on the cultural zeitgeist, brands now need to consider how to not only connect listeners to like-minded communities but also help them dive deep into the cultural contexts simmering beneath the surface. After all, cultural affinities are transparent. Both for Millennials, who have driven the mass adoption of social media, and Gen Zs, who were born into a world shaped by the Internet. 

By being part of a culture, brands could pivot marketing strategies that are more musically inclined. Through custom podcast midrolls, a brand could show it is breaking barriers a social issue by debunking myths. Not only does this bring communities together, but it also reaches consumers on a personal level and make them fans of the brand too.  

Photo courtesy: 123RF

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