Everything Marketers Get Wrong About Gen Z with The Daily Aus Co-Founder
That F*cking Marketing PodcastShow Notes
Every brand wants to talk to young Australians … Almost none of them have asked one.
Sam Koslowski co-founded The Daily Aus at 22 with Zara Seidler. It's now the most read independent news source in Australia, and for 70% of its audience it's the only news they read at all.
So today I’m talking to him about what Gen Z actually want and are thinking right now, and what most brands get wrong when they start trying to talk to this audience.
You’ll learn:
The two ways brands destroy trust and how to build it
What makes a brand feel inauthentic and gives consumers ‘the ick’
The type of content young Australians are consuming more and more of even after reducing their screen time
How The Daily Aus decides which platform a story belongs on before writing a word
What their Future Proof research found about young Australians and AI at work
The question Sam thinks every brand should ask before it spends a dollar
Chapters
00:00 Why every brand is getting young Australians wrong
00:51 Inside The Daily Aus
07:31 The fastest way to destroy trust
09:54 Why brands get it wrong
14:32 Never do this when following ‘trends’
15:49 The attention span myth
19:00 Which channels to focus on if you’re trying to talk to a younger audience
23:38 How TDA changed it’s approach to marketing and reporting
28:45 What Future Proof found about AI at work
32:32 This change is the reason 88% of Gen Z consumers would choose a brand
37:36 The best ways to use AI in media
43:17 What you should never use AI for
45:30 The Effing Truth
If you want the TLDR of what you should actually care about, you're in the right place, make sure you’re following because you won’t want to miss our next few episodes. Check out the latest episodes here https://tfm.marketing/tfm-marketing-podcast/
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