What makes Generation Z tick? Morning Studio’s MasterClass reveals the answers – and implications for brands

September 30, 2019
SCMP Updates
Following May’s well-attended inaugural MasterClass, Morning Studio’s Michala Sabnani, branded content director, hosted the successful second MasterClass last Wednesday.

Numerous participants from a wide range of industry sectors and brand representatives from Visa, Manulife, Swire, Rolex, and Burberry attended the event at The Arcade, one of the five social hubs at the South China Morning Post’s offices in Times Square, Causeway Bay. 

Featuring video game consoles, pool and tabletop football, the venue’s vibe, fueled by light refreshments, perfectly matched the MasterClass’ topic: understanding Generation Z and how SCMP reaches this audience.

This first fully digital generation – born from about 1996 onwards –  lives in a world of high-speed, wireless internet, video chat, instant messaging and handheld devices. 

Members of Gen Z, which has an impact on everything from technology to brands to social media,  are characterised as having an eight-second attention span – four seconds less than that of millennials – and consuming an average of 3.4 hours of video content each day. 

By 2020, Gen Z will become the largest generation of consumers, accounting for US$29 billion in direct spending. Research shows that 89 per cent of this age group would rather buy from a company that supports social and environmental issues than one that does not.

Victoria Ho, the executive producer of Goldthread – one of the Post’s innovative online platforms covering stories on Chinese culture, food, history, art and travel – ⁠shared insights into how to best reach Gen Z. 

She used Qingdao International Beer Festival, Facekini and Influencer Li Ziqi as case studies to show what type of content successfully engages the interest of this generation. 

Sabnani explained how brand advertisers can also reach this generation and used the 48 Hours in Hong Kong campaign, created for the Hong Kong Tourism Board, as a case study. 

She and Ho also revealed key drivers, influencing factors and gave advice on how to avoid communication pitfalls with this fastest-growing demographic. 

The critical takeaway for attendees of this MasterClass was understanding that Gen Z’s intensely mobile-first behaviour is vital to appreciate the generation’s perceptions and actions as consumers from this demographic become increasingly essential for brands. 

Contact Morning Studio to learn how your brand can develop a set of content and marketing tactics to better engage this tribal audience, or to discuss your next content marketing campaign. 

Morning Studio uses numerous media and marketing disciplines to help businesses accomplish their brand goals by reaching their audiences efficiently and effectively. 

Stay tuned for information on the third MasterClass. The Morning Studio team will soon announce details about the next marketing training session, which will be brimming with insightful advice and fresh ideas. 

About South China Morning Post 

South China Morning Post is a leading global news company that has reported on China and Asia for more than a century. Founded in 1903, SCMP is headquartered in Hong Kong, where it is the city’s newspaper of record, with a growing correspondent staff across Asia and the United States. Its editorial teams are powered by emerging digital technologies to create innovative ways to tell Asia’s most important and compelling stories.

Against the backdrop of shifting discovery and consumption behaviours, SCMP reaches users across distributed media platforms including scmp.com, smartphone and tablet apps, social media and messaging platforms, as well as our flagship newspaper.  SCMP is also home to Abacus, a digital news brand focused on China's tech industry; Inkstone, a daily news brief for those curious about China's growing impact around the world; and Goldthread, a content platform with a focus on food, travel and culture in China.

About Morning Studio 

Morning Studio is a dedicated branded content team at SCMP that is leading the evolution of marketing in the region by more strategically connecting advertisers with readers through enhanced content solutions offerings. Morning Studio combines world class branding strategists, multimedia designers, and audio/video producers with editorial experts who have a deep understanding of SCMP’s readers. Crafted with SCMP’s high editorial standards, branded content is presented with the unique voice of the particular SCMP platform on which it is featured, whether SCMP.com, Abacus, Inkstone or Goldthread. Morning Studio’s online content can be complemented by integrated offline offerings such as sponsored supplements, bespoke publications and customised events.

For further information, please contact us