Streaming giant Spotify is trying to make it easier for marketers of all ages to grasp what Gen Z and millennials want, Lee Brown, vice president and global head of advertising, told Cheddar.
"So, this hard to reach, highly-coveted demographic is showing up on Spotify everyday to listen, and we are encouraging marketers: this is the place for them to be heard by providing them these insights and these tips from this generation," Brown said.
So what do young people want?
According to its recent "Culture Next" survey of Gen Z and Millennials, more than 60 percent are "ready to rebuild society from the ground up." The survey found that societal norms don't apply to this generation, particularly when it comes to education and career path.
"One thing that was interesting was that 1 in 3 don't plan to go to college and plan to start their own business, while 65 percent of the respondents are already, or plan to be, their own boss," Brown said.
To help empower its Gen Z listeners, Spotify has crafted some suggestions for marketers to focus on: provide relatable content from community leaders and activists, highlight movements throughout the year instead of capitalizing on snapshot moments like Breast Cancer Awareness Month and Black History Month, and use audio as a time machine to "transport them back to another point in time that they can recall."
The survey also found parents and children are forming stronger bonds through streaming.
"That was something that we saw with the shifts in listening behavior during COVID, that more people were listening together and in groups at home and that was what was bringing them together," he said.
For Spotify, according to Brown, the end goal is to help Gen Z users come into their own while providing a profitable path for marketers to aid users in their journey.
The New York Times and President Donald Trump are fighting again. The news outlet said Wednesday it won't be deterred by Trump's “false and inflammatory language” from writing about the 79-year-old president's health. The Times has done a handful of stories on that topic recently, including an opinion column that said Trump is “starting to give President Joe Biden vibes.” In a Truth Social post, Trump said it might be treasonous for outlets like the Times to do “FAKE” reports about his health and "we should do something about it.” The Republican president already has a pending lawsuit against the newspaper for its past reports on his finances.
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Disney's changes to a program for disabled visitors are facing challenges in federal court and through a shareholder proposal. The Disability Access Service program, which allows disabled visitors to skip long lines, was overhauled last year. Disney now mostly limits the program to those with developmental disabilities like autism who have difficulty waiting in lines. The changes have sparked criticism from some disability advocates. A shareholder proposal submitted by disability advocates calls for an independent review of Disney's disability policies. Disney plans to block this proposal, claiming it's misleading. It's the latest struggle by Disney to accommodate disabled visitors while stopping past abuses by some theme park guests.
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