Generational Consumer Media Habits: Your Framework to Fuel Brand Love

Americans—especially younger generations—devote an enormous amount of their time and attention to the digital media space. Whether it’s social, video, or audio streaming content, these super-users actively engage with digital content creators, other people from their community, and even with brands.

Collage’s latest Media study provides insights into where people are using media, why they’re going there, and how your brand can authentically engage with your target segments across channels. Our latest report dives deep into the platform usage and drivers, content preferences, and engagement with influencers and brands on social media for consumers across generations.

This blog and download include a small sample of the deep cultural intelligence available to our members. Contact us to learn how you can unlock access to our cultural intelligence engine.

The Big Picture:

Consumers seek simplicity, escape, and connection from media.

• Americans are craving collective identity and embracing media-driven cultural moments to get it. Media facilitates connection around shared moments, from the Olympics to “Brat summer.” Consumers’ embrace of monoculture moments signals their desire to escape from the “doom loop.”
• Subscription and algorithm fatigue are re-defining Americans’ value equation around media. Americans are pining for simplicity in their media entertainment. Algorithms and cord-cutting were once seen as a way to streamline media, but instead consumers find themselves overwhelmed by choices, platforms, and subscriptions. This shift is making way for new up-and-comers offering a media experience like “the good old days.”

Key Insight #1: Social Media

TikTok and Instagram excel in attracting Gen Z to the zeitgeist. These are Gen Z’s preferred platforms for finding new trends.

Do This:

• Keep your finger on the pulse of culture by keeping tabs on TikTok and Instagram trends as a compass for Gen Z — and broader American — cultural moments.
• Take swift action on trends, because they rise and die quickly! Get in on them before they peak, because Gen Z may view belated action as “cringe.”

Interested in the full study? Contact us for additional insights on how to connect with today’s consumers, and to learn how to make your brand a winner with high-growth segments.